In the battle between Amazon and Reliance Industries Limited (RIL) for dominance in India’s growing online retail market, the two companies continue to mirror each other in ground-up strategies to create the most preferred retail ecosystem for consumers. Considering the higher partnership, it could only intensify in the near future, experts said.

Over the last few years, Amazon like RIL, has been investing in several companies. It has targeted segments such as fintech (Acko, Capital Float, Emvantage, and ToneTag), sellers on platform (Cloudtail and Appario), the financial services marketplace (BankBazaar), book retailers and publishers (Westland), home services (Housejoy) bus aggregators (Shuttl), and all-in-one aggregator app (Tapzo). Over the past year, Amazon has also expanded into ordering online flight tickets, food delivery, e-pharmacy, and education.

RIL has invested in online pharmacy NetMeds to make Amazon Pharmacy. It bought logistics startup Grab to fight Amazon Foods. RIL has rolled out Jio TV and movies, and the song streaming app Savannah has overtaken Amazon in the over-the-top space.

In India’s $33 billion online market, Amazon and Flipkart are dominant entities, together controlling 81% market share. However, RIL’s nascent online services are estimated at 1% market share in 2020.