How should AJIO use Reliance Retail's store network as a product advantage over the next three years?

Introduction

Most online fashion players in India are pure-play: they have warehouses and delivery partners but no shops. AJIO is different. It sits inside Reliance Retail, which runs thousands of fashion and lifestyle stores, including Trends and a large portfolio of brand stores across the country. AJIO Rush already uses nearby inventory to deliver in hours in eligible pincodes. The question is broader: how should AJIO use Reliance's store network as a product advantage over the next three years?

This is a strategy question about turning a physical asset into a digital moat. Stores can be inventory, fulfilment centres, return points, experience centres and data sources. The challenge is choosing which roles matter most and building a product experience that makes them obvious to shoppers.

Key business objectives:

1. Increase AJIO's conversion and retention by using stores.
2. Lower fulfilment and return costs.
3. Increase store productivity with online demand.
4. Build an advantage Myntra and Meesho cannot easily copy.

Step 1

Clarify the Strategic Goals (3-4 minutes)

• Is the priority AJIO's online growth, store sales, or Reliance Retail's combined fashion revenue?

Why it matters: Store and online teams often have competing targets. Expected answer: Combined fashion revenue, with AJIO growth as the lead indicator. Impact on approach: We'll design initiatives where both channels win and fix incentives.

• Which store formats can participate?

Expected answer: Trends and other Reliance-run formats first; franchise and brand partner stores later. Impact on approach: Start where Reliance controls inventory systems and staff.

• How mature are inventory systems: do we know store inventory in real time?

Expected answer: Inventory accuracy is good in larger stores but uneven in smaller ones. Impact on approach: Inventory accuracy is a foundational investment.