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Paytm Mall Takes Cues From Alibaba in Indian New Retail Experiment

  • The online store dips a toe in physical retail with shoes
  • Paytm is adopting a model that Amazon and Alibaba espouse
General Economy Ahead Of India's Budget
Photographer: Dhiraj Singh/Bloomberg

Indian online shopping site Paytm Mall is opening a New Delhi store, taking a page out of backer Alibaba’s playbook in exploring ways to use physical retail to boost its online business.

The country’s newest online retailer, owned by Paytm Ecommerce Pvt and backed by Alibaba Group Holding Ltd., is introducing a brick-and-mortar store co-branded with Red Tape shoes. Customers can walk in, scan product bar codes, browse and make purchases via its mobile app.