THE NOVEL MARKETING STRATEGY OF RELIANCE JIO THAT FOREVER TRANSFIGURED THE TELECOMMUNICATION SECTOR OF INDIA:A STUDY

In India, Reliance JIO created a promotional buzz by making broadband internet & supplementary digital services no longer a luxury item. It actually converted these two things into a basic necessity that can be consumed in abundance, thereby not only impacting the telecommunication sector but also the common people, small and large businesses, & ultimately the Indian economy as a whole. JIO entered the telecommunication business like a boss, but the whistles and applause that greeted it obscured the fact that by one measure, the company's debt climbed to at least a 15 year high. Moreover, it sparked a vicious price war in the world's second largest mobile phone market. Nevertheless, as Mukesh Ambani, Chairman of Reliance Industries Limited had described JIO as a jewel among Reliance assets, it actually helped the entire group immensely during the Coronavirus pandemic. This paper mainly includes the preliminary impact of JIO on the telecommunication industry, its impact on competitors, how it became a helpful hand in digitalization, its impact on the Indian economy as a whole, and finally the various marketing strategies used by JIO to draw the common people towards it in the beginning of its journey.