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Reliance Jio Infocomm Limited: Retailers’ Predicament

Aamaya Kumar, Mehr Khurana, Pranav Mallipudi, Sadhika Uppal, Siya Nayak, Rashmi Kumar Aggarwal

Product #:W34300
Supplier:Ivey
Discipline:General Management, Marketing
Setting:India, 2016
Details:Case (PDF) • 11 pages • 2023-11-13

Subjects:

Sales and marketingMarketingManagement

Industries:

Information technology and telecom sector

Geography:

AsiaIndia
Your Price:$10.54

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In 2016, Reliance Jio Infocomm Limited (RJio), a subsidiary of Reliance Industries Limited, disrupted the Indian telecom sector by offering consumers access to the latest cutting-edge fourth-generation (4G) data and voice services at affordable prices. Competitors alleged that RJio had indulged in predatory pricing to acquire customers, but they lost the litigation as the anti-trust regulator held that the company should enjoy the benefits of a start-up and no predatory pricing rules were applicable. Within five years of its launch, RJio had become the top Indian telecom company. In 2023, competitors had caught up by offering better services at equitable rates. Had RJio indulged in predatory behavior to establish itself in a price sensitive market? Could the company continue at the same pace in the future? Had RJio transitioned into a new role as a technology company? What role should retailers play in ensuring customer acquisition to support RJio’s future growth strategy?

Learning Objectives

This case study is suitable for undergraduate and graduate students studying marketing management, market research, business laws, and the legal aspects of marketing. It facilitates students’ understanding of predatory behaviour, including predatory pricing, through an analysis of RJio’s journey in the Indian telecom market. Upon completion of the case and assignment questions, students will have the ability to do the following:
  • Explain the legal aspects of predatory pricing and antitrust regulations.
  • Outline the differences between aggressive marketing, predatory behaviour, and pricing.
  • Describe consumer preferences through the retailers’ lens.
  • Analyze the retailers’ assessments of a company’s market conduct.
  • Assess the importance of retailers’ perspectives for a company’s future growth.
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Case Study: Reliance Jio Infocomm Limited: Retailers’ Predicament (English version) | Ivey Publishing