Here’s a quick exercise. Think of an e-commerce website you’re familiar with. Say, X. Now try and recall everything you’ve read about X of late. Chances are there will be a mention of wanting to “expand to tier-2, tier-3 cities”, “deep-discounting” to ensure this penetration, and all this and more leading to, well, losses. In an industry known for deep pockets and deeper discounts, e-commerce player, Tata CLiQ has chosen to stay away from it all.
Because it can. Because it’s backed by the might of one of India’s oldest conglomerates, Tata Group.
Tata CLiQ, despite being a traditional e-commerce player in terms of its various verticals—electronics, fashion, large appliances and other categories—has a slightly odd target.