A New Paradigm in Strategy transforms Businesses and Disrupts the Market-Reliance Jio Infocomm Limited-Case in Point

In the 21^th Century, businesses are leveraging the overwhelming effect of Digitalisation. Companies are rethinking and modifying their business strategies in the light of intense competition. In the pipeline, only few companies are able to churn out success and stay ahead of the curve. Survival of the fittest is the order of the digital era and many have failed to stay relevant in the long run. Redefining and remodelling the business strategy calls for innovative business instincts, enormous efforts, huge investments and bold decision making. This paper attempts to throw light on the recent surge in the market penetrationand competitive pricing strategy of Reliance Jio Infocomm Ltd.which has hit hard most of the market leaders in the telecom industry. The Jio effect has disrupted the market in a profound way and has eroded the profitability of the industry. The major players in the industry are quite wary about the impact of Jio on their businesses and are forced to rethink and adopt new strategies. Big players in the telecom industry like Vodafone and Idea Cellular are driven to merge for better market potential in the future. Likewise, the incumbent's dynamic penetration pricing strategy and unmatchable service quality has disrupted other telecom players in a great way. As an after-math of this digital transformation, the rival firms are mustering their muscle, finding innovative unexplored paths to survive in the industry with a reasonable market share.