Reliance Retail, the largest fashion apparel retailer in India has adopted a multi-model approach in reaching out to its customers through various retail concepts that caters to customer segments from value to premium and luxury.

“A report from Reliance Industries Ltd (RIL) which owns Reliance Retail, which in turn operates Reliance Trends,” a fashion retail format said. “The opportunity of integrating an ‘offline-online’ model would truly differentiate the customer experience,” the report added.

Reliance Retail operates a chain of convenience stores, supermarkets, wholesale cash-and-carry and specialty stores, informed that the ecommerce channel is growing and it is important for Reliance Retail to give its customers the option to shop online.

“With multichannel initiatives for grocery and apparel under its belt, Reliance Retail will extend its reach to cover the entire country much beyond the 500 towns where its physical stores are operational,” RIL stated.

RIL chairman Mukesh Ambani in a letter to shareholders said the integration of advanced infrastructure built by Jio and physical retail presence will help the company create a differentiated omni-commerce model for its retail business.

“We are augmenting to reach customers through online-offline product assortment across trade channels. These efforts in building a seamless interface will deliver superior value proposition for our customers,” Ambani said.

The company entered the online fashion retail business in April through Ajio.com, targeting shoppers with high-margin, curated fashion, and has opened Ajio ‘shop-in-shops’ in more than 100 Reliance Trends stores as part of its omnichannel strategy.