International Journal of Advances in Engineering and Management (IJAEM)

Volume 3, Issue 7 July 2021, pp: 653-660 www.ijaem.net ISSN: 2395-5252

“A Study on Analyzing Promotional Tactics in

Retail Sector with Special Reference to Reliance
Retail”
Khushbu Sharma, Dr. Mahesh Uday Mangaonkar,
PGDM Student (Batch 2020-22), Indira School of Business Studies PGDM, Pune
Professor, Indira School of Business Studies PGDM, Pune

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Submitted: 25-06-2021 Revised: 01-07-2021 Accepted: 03-07-2021
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ABSTRACT:The Indian retail sector is going service clients what is needed to “co-create” the
through a transformation and this emerging market services provided.
is witnessing a significant change in its growth and
investment pattern. In contemporary society, OBJECTIVES OF THE STUDY:
marketing and advertising has become an 1) Study the retail sector of India.
inseparable part of the everyday lives of millions of 2) To study the Reliance Retail‟s Pricing
people all over the world. It is strongly believed by Strategies.
marketers that it has an immense manipulative 3) To study the Reliance Retail‟s Distribution
power, influencing consumer beliefs, attitudes, Strategies.
decisions and actions through different types of 4) To study the Reliance Promotion Strategies.
media.
The objective of this research paper is to find out SCOPE OF THE STUDY:
how Reliance retail has adopted various and The project involves study of various promotional
aggressive promotional strategies to make tactics/strategies such as value pricing, shipping
consumers loyal to their brand. The purpose of this promotions, advertising, sponsored events etc. The
study is to investigate the effects of project also involves study and comparison of
promotionaltactics. This study examines sales different techniques and strategy used in Reliance
promotion and its effects on organizational retail.
effectiveness and focuses on how sales promotion
is used to generate higher sales and increased REVIEW OF LITERATURE/ THEORETICAL
profitability. A descriptive research design was BACKGROUND
applied to describe the sales promotion activities in  Aparna P. Goyal (2017), “Study of consumer
Reliance retail. purchase behaviour in the context Of
KEYWORDS:Retail, Promotional tactics, organized retail outlets of reliance fresh in
Aggressive strategies. Delhi” studied that there is 85% of impact of
employee behaviour on consumer purchase
I. INTRODUCTION: intention as they would like to visit the store
Retail- A retail sale occurs when a business sells a again to purchase products. Also overall, the
product or service to an individual consumer for customers are satisfied with the Reliance Fresh
his or her own use. The transaction itself can occur stores in Delhi/NCR.
through a number of different sales channels, such  Ankita Jangde, Bhuvanesh Kumar Sharma
as online, in a brick-and-mortar storefront, through (2018), “Understanding shopper behaviour and
direct sales, or direct mail. The aspect of the sale evaluation of customer experience at selected
that qualifies it as a retail transaction is that the end stores of reliance retail” found that Product
user is the buyer. quality is the most important factor that
Promotional strategy- It includes creating influences the perception of the customers
awareness, getting people to try products, towards Reliance Trends. So, the store should
providing information, retaining loyal customers, maintain that quality and look for ways to
increasing the use of products, and identifying improve it further. There is less awareness
potential customers, as well as teaching potential among the customers about the RelianceOne
loyalty programme. So, the store staff could be

DOI: 10.35629/5252-0307653660 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 653
 International Journal of Advances in Engineering and Management (IJAEM)
Volume 3, Issue 7 July 2021, pp: 653-660 www.ijaem.net ISSN: 2395-5252

trained through “Reconnect” about this Products of all the major brands are available
program so that they could educate the at Reliance Retail. Also, there are many in
customers. house brands promoted by Reliance Retail.
 Dr. K. Navarathinam (2016), “A study on They work on the model of economics of
service quality delivery of reliance fresh with scale. Their pricing objective is to get
reference to madurai district” studied that maximum market share.
Reliance Fresh is a store, provides quality
services to the customers and customers are RESEARCH METHODOLOGY
highly satisfied. ResearchType :
 Dr.P.Suguna, Dr.V.B.Mathipoorani(2016), This paper is based on a descriptive study
“Strategies for retail marketing” have said that focuses on secondary data, the majority of
by brand building and promotion tactics Indian information comes from journal articles, news,
retai can rise enormously and can hold its opinions from retail market experts. This method
customers. But all of them have not yet tasted was chosen since it helps to understand many
success because of the heavy initial aspects of the retail market using words rather than
investments that are required to break even numbers. For these reasons, the researcher chose
with other companies and compete with them. qualitative research method.
By accepting all these challenges retailers can
sustain and flourish in the market. Data Type
 AshuNagpal, Bineet Sinha (2017), In this report Secondary data was used, as
“Challenges faced by Indian organized retail collecting the first-hand data was not feasible due
outlets: to current pandemic situation and lack of response
A descriptive study of Delhi/NCR” through online means. For this research Data from
studied that organized retailers see 'competition various Published article, Journals and News report
from unorganized retail' as their biggest challenge. is used.
lack of technology adoption, inefficient supply
chain management, lack of infrastructure and RELIANCE RETAIL MARKETING MIX
logistics, understanding customer, high cost of (7PS) STRATEGY:
operation, scarcity of skilled workforce, price war, Marketing Mix of Reliance Retail
frauds in retail, ever-increasing customer demand analyses the brand/company which covers 4Ps
as major challenge. (Product, Price, Place, Promotion) and explains the
Reliance Retail marketing strategy. As of 2020,
 MonalishaPattnaik(2015), “Sustainable there are several marketing strategies like
supply chain management in reliance fresh: a product/service innovation, marketing investment,
case analysis on green vegetables and fruits” customer experience etc. which have helped the
have found that Reliance Fresh manages its brand grow.
value chain effectively. The vegetables and Marketing strategy helps companies
fruits are delivered to the customers with achieve business goals & objectives, and marketing
proper emphasis on freshness and hygiene. The mix (4Ps) is the widely used framework to define
distribution centers keep a track of the the strategies. This article elaborates the product,
inventory requirements at the outlets and pricing, advertising & distribution strategies used
carefully select the vegetables and fruits from by Reliance Retail.
the local farmers and wholesalers. The retail
stores well manage the vegetables and fruits RELIANCE RETAIL PRODUCT STRATEGY:
under properly regulated temperature and The product strategy and mix in Reliance Retail
chilling conditions. Proper emphasis on pest marketing strategy can be explained as follows:
controlling and germ contamination are done Reliance Retail is one of the most prominent retail
looking at the shelf- life of the items. brands in India. Under the umbrella of Reliance
 UmeshBabanlalGangwal (2015), “Study of Retail, comes a number of companies like Reliance
innovative marketing practices in retail Fresh (contain products from fruits and vegetables,
marketing sector with special reference to groceries, daily products, stationery, detergents
reliance retails in Maharashtra state” studied etc.), Reliance Trends (the dress and apparels
that Reliance Retail offers a wide range of division), Reliance Footprint (the shoes and
products which range from apparels, food, footwear division), Reliance Jewels (jewellery and
farm products, furniture, child care, toys, etc. diamonds shop), Reliance Smart (for bakery and
fresh products and home care products), Reliance

DOI: 10.35629/5252-0307653660 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 654
 International Journal of Advances in Engineering and Management (IJAEM)
Volume 3, Issue 7 July 2021, pp: 653-660 www.ijaem.net ISSN: 2395-5252

Digital (electronics showrooms) and Ajio.com Since this is a service marketing brand, here are the
(online clothing store). It has a diverse offering other three Ps to make it the 7Ps marketing mix of
under its marketing mix product portfolio. Reliance Retail.

RELIANCE RETAIL PRICE/PRICING People:

STRATEGY: Reliance being one of the largest
Reliance Retail stores offer goods at employers in the country has around 1, 20,000
extremely competitive prices. At a place like India, employees working for Reliance Retail. This
where there are about 7 million retail stores, pricing includes talented people who are inclined in sales
plays a big factor of differentiation. With setting up jobs. Proper care is taken to make every worker
big and attractive supermarkets, the number of familiar with the product and be expert about it.
people coming inside wish to buy in bulk. Reliance Headed by MukeshAmbani, the hierarchy structure
offers them a price which is generally lower than of the company is very long. This is because the
general stationery stores. This strategy is mostly shops are at every corner of cities appointing
applied in FMCG sector. This is possible from numerous workers who are familiar with local
getting the products directly from suppliers in bulk language and sales methods for particular regions.
and their connection with the farms. However, in
the clothing sector and in footwear, Reliance Retail Process:
offer mid-range to premium pricing, this is because The main focus of Reliance Retail from
they offer premium quality products from well- beginning was to never be stock out for which it
known brands. In jewellery business, they keep had to have a very efficient logistics division.
pricing similar to their competitors and rely upon Reliance fresh which sells vegetables and fruits
their designs for differentiation. They have the have daily replacement systems where the
dedicated Card named Reliance cards where they inventories are rotated throughout the day. In
give discounts on multiple buys. Reliance Digital they feature one of the largest tech
markets not only in terms of product varieties but
RELIANCE RETAIL PLACE & also in terms of easy availability which is achieved
DISTRIBUTION STRATEGY: through company's connection to main suppliers
Reliance retail stores are across 750 cities and rapid distribution system.
in India, and the number of stores is around 3800.
They being an age old established brand in India, Physical Evidence:
cater to a wide spread base of customers from Reliance Retail stores have been trying to
around the corners. They haven't driven in to the reach each and corner of the country. Reliance
rural sectors in India as they have primarily fresh has been successful in being the daily Retail
focused upon medium to high earning part of the store for a majority of consumers in Tier 1 and tier
society. The Reliance Retail stores are generally 2 cities. Their presence in fashion retails can be
spread across big area with proper parking seen from big hoardings in major streets. The
facilities. They also sell their products online and outlets those are chosen for set up are usually big
with dedicated clothing sites like Ajio.com. spaces which portray a display of the store
varieties. They usually take multiple floors with
RELIANCE RETAIL PROMOTION & multiple retails all at one stop. Such as Reliance
ADVERTISING STRATEGY: trends, footprints and digital are often clubbed
The promotional and advertising strategy together. This concludes the marketing mix of
in the Reliance Retail marketing strategy is as Reliance Retail.
follows: PROMOTIONAL TACTICS IN RELIANCE
Reliance Retail has invested in many advertising RETAIL:
sources ranging both on online and offline. Their Advertising:
discount offers in clothes and footwear‟s attract a Any paid form of non-personal
lot of consumers. Big hoardings can be seen all presentation and promotion of ideas, goods, or
over the cities. The Reliance Fresh has all time services by an identified sponsor. The advertising
offers going on where their products are usually on part at Relianceretail is done with the help of print
30-50% discount which is a very eye-catching and broadcast ads, packaging outer, catalogue,
number to indulge audiences. They also use print directories, billboards, symbols and logos and audio
media and simultaneously social media to reach to materials.
the customers.

DOI: 10.35629/5252-0307653660 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 655
 International Journal of Advances in Engineering and Management (IJAEM)
Volume 3, Issue 7 July 2021, pp: 653-660 www.ijaem.net ISSN: 2395-5252

TYPES MODE

Print or broadcast ads With the help of National Newspapers and Local
magazines
Packaging outer Providing carry bags including brand name and logo
Catalogue Distribution of catalogue through newspapers and to the
customers inside the store.
Directories Advisements in Tata yellow pages, MTNL telephone
directory and through Just Dial.
Billboards Billboards outside the store.

Audio Material Audio material inside the store including the latest
promotions and offers.
Point-of-Purchase. Point- of- Purchase displays are used at reliance mar to
Displays communicate the benefits o f a products.

SALES PROMOTIONS: product or service. The sales promotion at Reliance

Sales promotion is a variety of short term retail includes premiums and gifts, Sampling,
incentives to encourage trail or purchase of a rebates.Offers like BOGO and BXGY etc.

TYPES MODE
Premium and Gifts Premiums in the form of 'Bill Busters' on the purchase ofa
fixed amount every week.
E.G. Pickle Set (set of 4) is free with the purchase of
Rs.999
Sampling Distribution of samples of test merchandise in the store and
with certain products.
E.G. free sample of "Pick" pickle was distributed which
was test merchandise
Rebates Discount on MRP of certain products.
Offers: BOGO Buy One Get One
BXGY Buy X and Get Y

EVENTS:
Sponsored activities and programs designed to create daily or special brand-related interacts. These
types of events at include festivals, store tours.
TYPES MODE

Social Event Reliance retail‟s Tie-up with the 'Mosquito. awareness

Program" launched by "ALLOUT'; making people
aware about the diseases like Dengue, Chikangunia
and Malaria.
Store tour Reliance retail facilitate a store tour to the students of
school which makes the learning process of students
easier with a fun and a practical exposure and on the
other hand associating teachers and students with
Relianceretail.

Customer Relationship Management (CRM): policies, processes, and strategies implemented by

The Customer Relationship Management an organization to unify its customer interactions
is a new technique in marketing where the marketer and provide a means to track customer information.
tries to develop long term relationship with the It involves the use of technology in attracting new
customers to develop them as life time customers. and profitable customers, while forming tighter
CRM aims to make the customer climb up the bonds with existing ones.
ladder of loyalty. CRM is a combination of
DOI: 10.35629/5252-0307653660 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 656
 International Journal of Advances in Engineering and Management (IJAEM)
Volume 3, Issue 7 July 2021, pp: 653-660 www.ijaem.net ISSN: 2395-5252

Products are easy to copy, services are harder to to keep customer in mind at every step; they go that
copy but the learned relationship that a customer extra mile and buy directly from source in bulk so
has with or his supplier is nearly impossible to that they can get best rates by keeping the margin
reproduce. It increases profitability of the retail low.
business in five key ways:
 Customer loyalty translates into reduced price Merchandise:
competition. Main objective of the store layout is to
 Customer information allows companies to maximize the interface between customers and
target profitablecustomers. merchandise. It provides easy accessibility to the
 Predictable buying patterns, lower inventory customers to view the offerings of the store. Layout
holding costs,spoilage, and distribution costs. of the store has been strategically designed in order
 Customer loyalty reduces advertising and to make effective use of merchandise and passage
marketing costs. to draw customers‟ attention on store‟s offerings
 Customer loyalty extends products life cycle. Reliance Retail has a wide range of merchandise
they have both branded and unbranded products
MARKETING TECHNIQUES USED like –
BYRELIANCE RETAIL:  Home lien items: Like bed sheets, pillow
Value Pricing (Every Day Low Pricing): covers, carpets to kitchen utility items like
Reliance Retail promises consumers the steel utensils and crockery and other minor
lowest available price without coupon clipping, utility items required in a house.
waiting for discount promotions, or comparison  Electronic items: Like refrigerator, T.V,
shopping. vacuum cleaner, music system, vacuum
cleaner, washing machine. Etc.
Promotional Pricing:  Mobile Zone: A wide range of mobile phones
Reliance Retail offers financing at low and accessories is available at lowest possible
interest rate. The concept of psychological price.
discounting (Rs.99, Rs.49, etc.) is used as  Furniture: All kind of furniture is available
promotional tool. Reliance Retail also caters on that one may require decorating the house.
Special Event Pricing (Close to Diwali, GudiPadva,  Opticians: In this section all brands and types
Durga Pooja, Independence Day, Republic day fashion glasses are available.
etc.)  Men Ladies and kids wear: This section
includes fashion and casual wear for men
Differentiated Pricing: ladies and kids both branded and unbranded.
Time pricing, i.e., difference in rate based  Foot wear: In this section footwear for men
on peak and non-peak hours or days of shopping is women and kids is made available.
also a pricing technique used in Indian retail, which  Toys: All kinds of toys for children are
is aggressively used by Reliance Retail. available.
 Stationary: All kind of office stationery and
Bundling: stationery for school going kids is available.
Selling combo-packs and offering
discount to customers. The combo-packs add value INNOVATIVE MANAGEMENT PRACTICES
to customer. Reliance Retail is aggressive on their OF RELIANCE RETAIL:
expansion plans. Reliance Retail started many new Big retail chains such as Reliance Retail
and innovative cross-sell and up-sell strategies in have set up their own mall management divisions
Indian retail market. that operate as their subsidiary companies. Reliance
Retails are focused the following areas under the
Brand Image: innovative management practices.
“Aapkikhushihamarikushi” Nothing
captures the spirit of Reliance Retail better than  Infrastructure Management:
this one line. It is a simple statement and yet it Infrastructure management refers to the
positioned at the top of Indian customers mind. It management of facilities provided to the tenants
shows that Reliance Retail was built on the within the mall. This includes provision of
foundation of entrepreneurship and simplicity. adequate power supply, safety issues in case of
They believe in service and value for the emergency and miscellaneous issues related to
customers. They consider that it is their only duty signage, water supply, sanitation, etc. These form

DOI: 10.35629/5252-0307653660 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 657
 International Journal of Advances in Engineering and Management (IJAEM)
Volume 3, Issue 7 July 2021, pp: 653-660 www.ijaem.net ISSN: 2395-5252

an integral part of mall management as they are the INNOVATIVE MARKETING STRATEGIES
basic amenities that any tenant would look for in a OF RELIANCE RETAIL:
mall. Infrastructure management also includes risk Exterior Presentation:
management issues such as essential safety The quality of a store front is a major
measure asset liability and environmental audits as determinant for a customer and the store
well as emergency and evacuation training. It also appearance should never be compromised. The
means optimal utilization of resources to meet exterior appearance silently announces what
organizational needs. customers can expect inside. Good exterior visual
merchandising attracts attention, creates interest
 Ambience Management: and invites the customer into business.
The overall shopping experience provided Generally the exterior presentation should
for consumers becomes an important factor for the be progressive, lavish or discount image to the
success of any mall. Ambience management customer. The important point to be noted is that
includes management of parks, fountains and how a store visually welcomes a customer has to do
overall look of the mall. A mall is not just a place a lot, whether they enter or not.
for shopping but is also a place where people spend
their leisure time. In favourable, lush green Exterior Signs:
landscaping with seating facilities and the presence An effective sign is a silent sales person.
of food and beverage inside or outside the mall can A sign must attract attention of customers in less
increase foot traffic. than ten seconds and should convey what the
business is and what it has to sell. The size of the
 Traffic Management: letter used in signs should be large enough to be
Traffic management includes managing read from a distant place. Elegant design and
foot traffic into the mall and parking facilities. Foot expensive sign material will convey a business of
traffic management involves crowd management luxury goods and services. A design of the sign
inside the operational area of a mall. The flow of conveys a great deal about the business. Signs can
people is related to the design of the mall and the also be used to target a specific market segment
spatial distribution of its tenants. For example, a such as youth, women, singles etc. Logo is also
star-shaped mall tends to have a problem of very important and plays a major role in attracting
crowding in the centre of the mall, as everyone has customers. They should be unique and noticeable.
to pass through the centre while moving from one To put it in simple words simple brief, well
side to the other. Circular malls, on the other hand, designed, well lettered and easy to read signs will
would not have this problem. They tend to have attract more customers and convey a feeling of
better pedestrian flow and less congestion. welcome to the customers. A stores signs is its
Managing parking facilities includes provision of identity. It is with the sign that the public recognize
ample parking and manoeuvrings of cars in the the store. Hence it should create an image that can
parking lot. Reliance retail is an example of a be consistently carried out as an identity of the
successful mall led by good facility management store.
practices.
Marquees:
 Finance Management: Marquees are special type of signs used to
Professional financial management of a display stores name. Effective marquees should be
mall as a business venture is a must. Mall designed so as it is different from others and
management also covers financial management, attracts the attention of customers.
which involves monitoring and controlling of
various issues such as: cash receipts and collection Banners:
of income including rentals, service charges, car Banners are economical but colorful and
park receipts, electricity and other utility income eye catching means of promotion. They can be
developing accounting systems to track the ageing changed frequently to create different appearances
of debts, payment delay patterns, bad debts and which will in turn attract customers to the store. It
payment of all invoices and expenses developing will be more effective when the colour scheme and
standard financial templates so that a detailed design concept used in the banners are the same as
annual property budget is prepared at times, what is used in the store, on promotional materials
organizing resources to deliver an efficient and and newspaper ads.
effective annual external audit.

DOI: 10.35629/5252-0307653660 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 658
 International Journal of Advances in Engineering and Management (IJAEM)
Volume 3, Issue 7 July 2021, pp: 653-660 www.ijaem.net ISSN: 2395-5252

Entrance and Aisles: have a theme. Good design makes a visual

Most of the first time customers remember presentation come together. This means the design
the store entrance. This goes on with the quote attracts attention in a way that strengthens the store
„first impression is the bestimpression‟. Giving the image, as well as introducing merchandise to the
best impression to the customer‟s right at the customer. Sale or promotional good in front of the
entrance is mandatory for any store. Cluttered store should be placed for short period of time
aisles makes the shoppers feel uncomfortable and only. If the sale or promotion lasts for several
hence leave to a bad shopping experience. weeks, merchandise should be moved to the rear of
Entrances that allow shopping to come into a store the store. The customer should always get to see
without being aware of their entering are also new exciting and creative merchandise with display
becoming very popular. at the front of the store.
Use of Music:
Window Displays: The store image and the mood of the
The display at shop windows is becoming customers can be changed dramatically by the use
increasingly popular as far as visual merchandising of music. Music establishes moods, helps to
stands. Changing window displays to suit themes motivate the subconscious mind and create long
and moods and seasons is gaining popularity. lasting impression on the customers. Specific music
Special emphasis has to be placed on a store‟s for particular merchandise can create a good
window displays because they are the information shopping experience and can be an important tool
link to the potential customer. It is reckoned that as for creating a brand.
many as one in every four sales could be the result
of a good window display. Window display should Perfumes and Scent:
attract attention, create interest and invite people The other use of stimulation can be use of
into the store to purchase goods. The average stimulating the olfactory lobe of the brain. i.e. use
amount of time an individual spends looking at a of perfumes and scents. Layout having fresh breads
window display is about eleven seconds, and that is and buns, can entice the customers by the aroma.
the maximum time available to achieve this. Too Segments of the store having soaps and toiletries
much of merchandise must not be crowded at a can enchant the customers by the use of perfumes
window, as customers find it difficult to determine and scents. A pleasing scent can create a wonderful
the message and what items are being promoted. ambience and add to the customers shopping
experience. Scent can also be a major factor in
Interior Presentation: determining which product to buy. Everything from
Selling space is the most important part of perfumes, scented candles, toiletries, cleaning
a store and therefore, efforts to utilize each square products are all bought while keeping scent in the
foot will help to maximize sales. When planning mind. The scent generally determines which
interior displays, it should be kept in mind that the product the customer purchases.
theme and image presented on the exterior must be Thereby it is very important for a retailer
carried throughout the interior of the store to to stand up to customer expectations and offer them
provide consistency for the customer. The purpose with innovative promotions as purchasing decisions
of interior display is to develop desire for the depend on this factor. It thus becomes essential to
merchandise, show what is available, and use historic information in order to study customer
encourage both impulse and planned buying. Three behavior, sales pattern during past promotion and
major goals of a store should be to motivate the product performance.
customer to spend money, project the image of the
store and keep expenses to a minimum. Well- II. CONCLUSION
designed displays and in-store promotions are  Indian retail industry is becoming one of the
essentials for a consistent theme and to help the high successful businesses due to a large
customer find advertised items. population with good disposable income and
tremendous spending power and the world has
Display Design: considered India as a potential market for
An effective way of attracting customers retailing.
to a store is by having good displays, both exterior  The growth of the retail trade in India is
and interior. A customer will be attracted to a associated with the growth in the Indian
display within three to eight seconds, which is the economy. There is very huge potential for the
time a customer spends to determine interest in a growth of organized retailing in India. By
product. Every display should be planned and must adopting the related strategies, by establishing
DOI: 10.35629/5252-0307653660 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 659
 International Journal of Advances in Engineering and Management (IJAEM)
Volume 3, Issue 7 July 2021, pp: 653-660 www.ijaem.net ISSN: 2395-5252

open communication between functional

departments and maintaining balance between
brand building and promotion it can rise
enormously and can hold its customers.
 Reliance, when compared with other
companies, spends lesser in promotions but
believes in reducing prices to attract its
customers. It sticks to more of BTL advertising
as compared to ATL as its costs less to the
company, which it does mostly or its retail
sector and new launch products to create an
initial buzz among the customers, Reliance
Communication‟s “KarloDuniyaMutthi me”
slogan of 2003 and promotional activities of
launch of Reliance Jio being the prime
examples of this.

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DOI: 10.35629/5252-0307653660 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 660