Reliance

‘Reliance’ a brand associated with ‘change’ and quality of world standards. Any keen business enthusiast wouldn’t have missed the great success story of DhiruBhai Ambani. No, it’s not being said to just beat around the bush, if one could recall - that’s how reliance kicked off its promotion campaign during its early days. The dream of the successful epitome of Indian business industry Dhirubhai Ambani, too watch the ‘doodhwallah’ in his native village using a mobile like his milk can! Several years down the line, the ‘doodhwallah’ (at least in the city, if not necessarily in Ambani’s native village!) uses the mobile effectively in his milk business, but alas! He doesn’t use a reliance mobile connection!

Reliance mobile had in store some of the best schemes and plans during its inception. The wireless communication industry was novice at that point of time in India and Reliance could have taken advantage of it and strode leaps ahead. But time had something else to show. Reliance, despite all its might (its one of the biggest companies of India and Anil Ambani ranks in the world’s top 10 richest person!) couldn’t prove its mettle and remained being ‘just another’ mobile service provider. The reason for this could probably be – (1) Reliance didn’t improve over time (2) Other competitors improved at a commendable pace to leave Reliance behind.

As said earlier, Reliance boasted of some excellent plans during its early days. Blame it on its poor public relations and advertisement (poor advertisement and PR aren’t something usually associated with Reliance!), somehow it couldn’t be a great hit amongst the crowds. In some regions, Reliance was undoubtedly the’best’. Yes, best in network coverage, clarity, and services offered! But, even people dwelling in the region (and of course using cell phones) weren’t aware of RIM! “Reliance is in the mobile field too?” that was the reaction then!

Time passed on, and now Reliance still promises of great network coverage, clarity, plans and so on but doesn’t completely stand true to all of its promises. ‘Stagnancy’ can be the only reason seen. Why should a customer opt for Reliance when other service provider have improved and provide better and more options and flexibility? In the current scenario, Reliance is being overtaken by every possible service provider. The network coverage is just average. Indeed in some regions, its par excellence, however overall it just fares average! The mobile handsets provided too aren’t ‘damn attractive’ or ‘different’ and so, unless one is unaware of other mobile options (both handset and provider) he or she wouldn’t put money on Reliance mobile. There maybe nothing much to scorn off Reliance mobile, but on the other hand, there isn’t anything impressive or praiseworthy anyways!

An average in everything, while all others have something above average makes the report card of Reliance mobile look dull. But, it has the might of Anil Ambani and ‘Reliance’ brand and you never know it may leap ahead anytime! After all, we’ve seen miracle being done by the Reliance group earlier! (Now it’s the turn of Anil Dhirubhai Ambani group to display some skills!)