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Facing phygital

Tata CLiQ’s quest for the Holy Grail of e-commerce—profitability

Deep-discounting. Deeper pockets. A thirst for quick results. These are the ingredients that go into traditional e-commerce. But Tata CLiQ’s got a secret ingredient, a Chemical X, courtesy its parent. However, its dream for profitability by 2022 could use more fuel

27/09/19

Abinaya Vijayaraghavan

The Indian e-commerce market is seeing some new-old players trying their luck—Aditya Birla, Reliance and Tata Group—in their own way

They have an advantage. A strong foothold in physical retail in the times of omnichannel play and going 'phygital'

That's Tata's premise for Tata CLiQ. It wants to stick to its strengths, avoid deep-discounting—an e-commerce favourite—and stay tier-1

And by doing so, it wants to become profitable. But that won't be easy

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