Reliance’s digital push struggles to turn reach into habit

Reliance Retail’s push to build a large digital customer base is running into a more difficult challenge: turning its reach and distribution muscle into regular user habits.

Two of the three Reliance consumer apps tracked by CLSA — JioMart and Ajio — have lost weekly active users this year, even as their main competitors in quick commerce and fashion e-commerce have expanded their user bases, according to a recent report citing data from Sensor Tower.