Reliance Industries: Achieving holy trinity of General Trade, Modern Trade & Ecommerce

They said it was like comparing apples to oranges and oranges to pineapples. East is east, and West is West, and never the twain shall meet.

Different strategies are deployed across different channels to grow the share of business: differentiated product-lines, BTL activities, promotion schemes. It was also said that the share of general trade would reduce over a period of time, to be eaten up by Ecommerce and modern trade eventually.