Omnichannel is driven by geography, not merely technology: Samir Ratanjankar, JioMart

In a nation as expansive and varied as India, omnichannel retail is not just a technological decision; it is a geographic necessity. This formed the central theme of Samir Ratanjankar, Senior Vice President at JioMart, Reliance Retail, during a fireside conversation with Gaurav Modi of Vertoz at the e4m India Brand Conclave.

“Omnichannel, first of all, is not a choice in a country like India. It’s not a tech choice, but it is a geographic choice,” Ratanjankar asserted. “Because our country is so vast, we are diversified everywhere.”

With more than 19,000 outlets and several digital platforms, including JioMart, operating nationwide, Reliance Retail has acknowledged the challenge of catering to varied consumer needs. Ratanjankar demonstrated this through a relatable illustration: “In the south of the country, you cook your food in coconut oil. In the north, it may be sesame oil. In the west, it is groundnut oil. You need to interpret those data points and respond accordingly.”

Customer at the Center

For Ratanjankar, the bedrock of an effective omnichannel framework is an uncompromising focus on the consumer. “It has to be customer backwards. What is the customer’s preference? How do they want to shop? Where do they want to shop? And then serve them accordingly,” he said.

He observed that buying behaviour hinges on three critical elements: assortment availability, pricing and ease. To cater to these needs, Reliance Retail delivers varied shopping models from brick-and-mortar outlets for considered purchases to quick commerce promising 10-minute delivery, along with subscription services such as Milkbasket for early-morning doorstep drops.

The Role of AI and Data

Artificial intelligence, Ratanjankar believes, is poised to transform personalization in retail. “What AI will do to a very great extent is enhance the personalization journey,” he said. “AI can effortlessly embed personalization into the ecosystem where, without realizing it, I as a consumer may be drawn to certain communication and then proceed to buy.”

Data continues to be vital for interpreting and meeting customer expectations, but Ratanjankar underlined that technology must deliver seamless interactions. “It should not be imposed. It must be frictionless for the customer,” he emphasized.

Bridging Digital and Physical

In a forward-thinking initiative, Reliance Retail introduced kiosks in stores across smaller cities to guide shoppers on online purchasing. The outcome was noteworthy. “Several products we couldn’t stock in-store began selling online because of the experience we created,” Ratanjankar shared. This unlocked incremental revenue streams while preserving the relevance of physical outlets.

Yet, he pointed out that India’s e-commerce penetration is still under 10 percent, versus 40–50 percent in the US. “India will take time, but I am confident it will evolve over time,” he remarked, adding that even in metropolitan areas, customers prefer physically assessing fresh produce before buying.

Looking Ahead

When asked about the trajectory of omnichannel retail in India, Ratanjankar stressed an integrated strategy. “It’s a blend of everything automation, AI, data must all be present. But again, I return to the same point. The customer has to remain at the center.”

His outlook is straightforward: design smooth, connected experiences across channels, enabling customers to choose effortlessly, backed by the optimal balance of technology, insights and human engagement that characterizes India’s distinctive retail ecosystem.