Reliance’s e-commerce dream to swallow everyone out there

NEW DELHI: When Paytm Mall started, it took a cue from its investor Alibaba and aimed to become a digital universe for everything.

As part of its initial offers, the company started giving cashback to attract customers.

According to Pavel Naiya, Senior Analyst, Devices and Ecosystem at Counterpoint Research, it was a short-term strategy and gaining royalty in the long-term in a price-sensitive market like India was an uphill task which depends on multiple factors, including service delivery, exclusive offerings and additional product bundling, etc.