Chinese smartphone cos tap Reliance Retail’s distribution arm to reach hinterlands

New Delhi: Ecommerce-centric Chinese smartphone firms are increasingly relying on Reliance Retail’s distribution arm to reach stores in the hinterlands amid a focus on expansion in the bricks-and-mortar segment due to a slowdown in online sales.

Xiaomi’s sub-brand Poco recently forged a strategic partnership with Jio Mart Digital to distribute its devices to about 80,000 retail stores across the country, according to industry executives and retailers.