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Big Bazaar's 'Asli Dukaan' locks horns with Amazon's 'Apni Dukaan'

Future Group owned retail chain’s recent marketing blitz takes a pot shot at the US e-tailer.

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MUMBAI: Big Bazaar has crossed swords with Amazon India by taking a dig at the e-commerce giant’s flagship campaign India ki Apni Dukaan (India’s own shop). The Future Group-owned chain of hypermarkets on Thursday released full front page ads in major newspapers across cities calling itself India’s Asli Dukaan (real/ original store). The ad promises to make deliveries of grocery to customers’ doorsteps in under two hours.

Apart from the Asli Dukaan moniker, it has played on the word ‘Amazing’ by using terms such as "amazing" service, deals, and products at "amazing" prices. The harping on the word “amazing” is hard to miss! The south India editions of leading print publications had a largely English tagline with only Asli in Hindi, and dukaan changed to 'store'.

Amazon has been running an advertising campaign since 2016 with the tagline ‘India ki Apni Dukaan’(India’s own shop), and it is no coincidence that the superstore chain led by Kishore Biyani is now marketing itself as ‘India ki Asli Dukaan’.

The brick-and-mortar superstore chain Big Bazaar has been entangled in a fierce legal battle with Jeff Bezos’ Amazon for its deal with Reliance Retail. RIL had announced in August last year that it was buying out the retail and wholesale business of Future Group, but Amazon — with a minority stake in an unlisted Future Group company — subsequently dragged the Mumbai-headquartered retailer to court, alleging that the proposed deal violated contractual agreements. The case is currently sub-judice.

Meanwhile, the debt-laden Future Group is looking at ways to put its assets to better use. Big Bazaar has launched a marketing blitzkrieg taking a dig at the US e-tailer and is ramping up its two-hour home delivery across India to get more customer orders amid the pandemic that has largely confined people to their homes restricting outdoor movement. The company has tied up with hyperlocal delivery companies with employees at their stores doubling up as delivery executives, to drive its Store2Door program and double its online business in the span of a month.

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