Big Bazaar`s marketing push takes on Amazon - Business2Business

Future Group`s brick-and-mortar Supermarket chain Big Bazaar, which has increased its two-hour home delivery service across India during the pandemic, will launch a marketing blitzkrieg that will reportedly take potshots of the American retail company Amazon.

While Amazon, which is in a fierce legal battle with the Future Group led by Kishore Biyani, has been running an ad campaign since 2016 with the slogan "India ki Apni Dukaan" (India's own store), Big Bazaar will now have the tagline "India ki Asli Dukan '(Original store to India), said people familiar with the development.

"Our store employees also act as delivery executives. We have also connected local delivery companies." A senior executive at Future Group said: "The average size of our essentials tickets is around Rs 1,500 for this service, which is much higher than that of the Online company players only at Space." "No other player delivers in two hours."

The Big Bazaar move comes at a time when the debt-ridden Future Group is looking for ways to better use its assets, while the proposed Rs 24,700 crore proposed deal with Reliance (RIL) is up for grabs. RIL announced in August last year that it was buying Future Group's retail and wholesale business, but Amazon, with a minority stake in the unlisted Future Group, took the Mumbai-based retailer to court, claiming that the proposed agreement Violation of contractual agreements.

A Future Group spokesperson declined to comment, while the questionnaire emailed to Amazon remained unanswered until press time.

The Executive said: "Aside from the moniker 'Asli Dukan', we played on the word 'amazing' using terms like amazing service, amazing prices, amazing products, amazing deals."

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