Maximum Business Impact: Reliance Industries 

PCQ Bureau
New Update

The B2B portal created by the IT team of Reliance is meant

to cater to the increasing customer

demands. Reliance Industries is well known for its petro-chemical products

business. For this, the company has an ecosystem of agents and channel partners

through which it gets all its orders. Recently, Reliance also ventured into the

petrol retail business. Orders for this business come through regional hubs,

depots, and retail outlets. The company faced issues servicing customers as the

volume of business grew, resulting in delays in servicing orders leading to

customer dissatisfaction and an increase in the cost of order fulfillment due to

rework. An order management system was, therefore, the need of the hour to

eliminate manual processes and minimize delays in order execution.



Delays in customer servicing due to the growing volume of business 


An online e-commerce portal for customer order management



Paresh Pujara, VP; Project Head, Ashish Chauhan, CIO and team



3-Tier architecture with ASP front end and MS-SQL and SAP database at the back-end
Paresh Pujara, Vice President, Reliance Industries
Ashish Chauhan,

CIO, Reliance Industries

The B2B portal was created to allow customers to place

orders online for any product from Reliance's various business divisions-be

it petroleum, polymer, or polyster. This was tightly integrated with the backend

ERP system running on SAP, so that orders would directly get updated after

checking, and be moved online to various Reliance plants. Customers would also

get updates on their order status through the ERP system itself. The portal has

been integrated with Reliance's GPS tracking system implemented on its fleet

of trucks.

This helps customers track their orders. Currently, the GPS

system is in a pilot stage, and has been deployed across a few thousand trucks.

It will be scaled up as soon as the initial teething troubles get resolved. The

portal also provides proof of delivery for the Petrol retail business, order

history and MIS. It even has a facility for rate negotiations for export orders.


The portal caters to more than 4000 agents, 800 Petrol

retail outlets, and 70,000 medium and large customers. With such a large

customer base, the portal gets an order every two seconds at its peak. No wonder

then that the portal clocked more than Rs 26,000 crores worth of business in the

last financial year. Reliance claims that this is more than what any other

e-commerce portal in


has reached.

The technology

It's a standard front end based on ASP, JavaScript and VBScript with a MS

SQL Server database at the back end, which stores all the online orders. This,

in turn, is connected to the back end ERP database. There are two instances of

each application and database server running and are configured for load

balancing. Customers can connect to the portal from modems, ISDN, or even VSATs. 

The benefit of having a Web-based interface is that

there's no management required at the customer end. The project started in

2002 and its implementation was completed last year. The Petrol retail

integration was completed in the first quarter of this year. Reliance expects to

integrate more lines of business to this portal, and even has plans to do supply

side automation and materials management. Reliance is also a buyer as it is a

seller, a huge thrust is planned for automating these processes as well. 

Internet sales B2B architecture