Reliance Digital adds tremendous growth in revenue with Plural’s Affordability Suite

Plural Online by Pine Labs

At Plural, we’re constantly striving to do better for our customers — be it through service, products, or platform. One such success story comes out of Reliance Digital and Plural’s role in helping the business see 2.5x growth in a time when businesses were facing huge difficulties— during the pandemic!

About Reliance Digital

Reliance Digital is India’s largest electronics retailer with a network of 460+ stores nationally, housing over 5,000 products across 300 brands. A subsidiary of Reliance Industries, Reliance Digital offers their customers a flexible shopping experience, seamlessly combining their online presence with physical stores by allowing customers to pick up their orders from their nearest store after purchasing them online.

The Problem

The global pandemic led to a significant economic impact. On one hand, people lost jobs and income or closed down businesses. But on the other hand, employees were able to work from home and accumulate more savings while being forced to cut back on spending from initial lockdowns, travel restrictions, and health fears.

During the 2nd Quarter of 2020, COVID-19 acted as the perfect storm for the e-commerce sector. Pent-up demand was unleashed and led to a robust recovery in consumer spending in India, showing unprecedented and unexpected growth.

Reliance Digital, at an enterprise-level scale with a massive physical presence, recognised these trends and wanted to capitalise on them as fast as a digital startup, by boosting their online presence. They wanted to partner with a payments platform that was robust and flexible in running customised offers, EMI, and BNPL schemes for their customers, to allow customers affordability and the power of choice.

The Plural Solution

Reliance Digital onboarded Plural as a payments provider in May 2020, at the start of India’s ‘unlocking’ period. With Plural, Reliance Digital now offers No Cost EMI schemes to customers, in collaboration with brands and banks.

Aligning their marketing strategies around Plural’s Affordability Suite, Reliance Digital promoted Instant Discounts, No-Cost EMI schemes, Additional Cashbacks, and Buy Now Pay Later (BNPL) options on social media platforms. Targeting potential customers (first-time and repeat), Reliance Digital highlighted how the upfront payable amount for premium items such as TVs, Laptops, or even an elusive iPhone was much more affordable.

The Result

In the 12 months since partnering with Plural, Reliance Digital recorded 2.5 growth in the first 6 months of 2021 itself, compared to the previous period. Another notable achievement was the unprecedented acquisition of new customers by Reliance Digital, with a significant portion of them being Millennials.

By integrating with Plural’s Affordability Suite, Reliance Digital has also been able to lower their customer acquisition costs and therefore run more efficient marketing campaigns, with customers more likely to purchase expensive products using EMI or BNPL schemes.


Plural can help your business too! The festive season is a great time to offer discounts, cashbacks, and even no-cost EMIs to your customers with Plural’s Affordability Suite! Make large purchases easily accessible to customers, boost conversions, and expand your customer base with Plural’s Affordability Suite. Ready to get started? Write to us at

Written by Gautam Marwah, Product Manager at Plural by Pine Labs.

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