Adani will enter the Indian e-commerce and payments market, competing with Google and Reliance: Report

Competitors like Google and Walmart-backed PhonePe already support widely used UPI-based payment apps, while domestic companies like Paytm and Tata provide grocery and clothing shopping through ONDC. “Interoperable” networks enable businesses to transact through other providers without having to invest in their own proprietary payment or e-commerce platforms.

Adani’s consumer operations are aimed at expanding and integrating various parts of its business empire, such as NDTV, a broadcaster acquired in 2022, and the Adani joint venture Wilmar, which sells staple food products such as rice and wheat. The group also plans to create a team of advisors focused on climate change, energy and politics.

As mentioned in the report, sources say the company’s e-commerce and payments offerings will initially be targeted at its existing enterprise users. For example, users can earn loyalty points through bill payments or duty-free shopping and use them for online purchases. Targeting these existing users would give Adani “a platform to move into much larger areas,” one of the sources said.