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Track 04 · Unified Customer Platform + Marketing OS

UCP & Marketing OS.

One identity layer across every Reliance retail business — and the agentic marketing layer being built on top of it. UCP is live across 100% of Reliance Retail formats with 400M+ identities and 1.5M daily RPOS orders. Marketing OS — three agentic cockpits (Marketing Intelligence · Brand Health · AI-Native UCP) — climbing to Agentic L4.

Powered by the Marketing Agent → · 11-agent topology · Meta-Orchestrator + 9 Domain Agents + Compliance · /agents/ catalog.

Live · UCP foundation · 100% Reliance Retail formats · 400M identities Building · Marketing OS cockpits · Marketing Intelligence + Brand Health Roadmap · AI-Native UCP · full agentic chat

UCP foundation · live · across RR online + offline

Identities unified

400M+

RR online + offline

Profile attributes

200+

Identity · affinity · activity

RPOS daily orders

1.5M

75+ formats · 15K+ stores · streaming

Privacy-compliant

100%

Jio Cloud · TOPs-managed · InfoSec vetted

01 · Status (30 - Apr - 2026)

What's running. What's being built. What's next.

Running today

Live · L3

UCP foundation · 100% of Reliance Retail formats · 400M+ identities · 200+ profile attributes
Reliance Retail Account v2 · DPDP-compliant consent · API-first integration · Unified Address Book · Retail SSO
Audience + Activation · in-house Audience Builder feeding SMS · RCS · Meta · Google · Conversion tracking with ROAS
Campaign Manager · 200+ formats with governance (cooldowns, volume caps) · embedded coupon codes
RPOS streaming · 1.5M daily orders from 75+ formats / 15K+ stores · within minutes of checkout
NPS at scale · 79 formats · ~7K stores · ~500K daily surveys · ~7K daily responses
Sub-second performance · ~19 ms p50 API latency · ~300 ms event processing · 500 events/sec sustained

Building this quarter

Building · L3 → L4

Marketing Intelligence cockpit · plan-aware KPIs · grounded AI diagnostics · Talk-to-Data layer · same shape across Ajio, JioMart, Tira, RD, F&L
Brand Health cockpit · 5-stage funnel · 20-attribute imagery · zonal · ad testing · competitor swap (Blinkit / Zepto / Swiggy Instamart / Flipkart Minutes / Amazon Fresh / Bigbasket Now)
JCP Coupons + Central Promotion Engine integration · real-time coupon fetch (replaces pre-uploaded files)
Self-serve scale-up · Bring-Your-Own-Audience · real-time delivery tracking · live engagement updates
RPOS line-item + payment-mode signals · richer segmentation

Next horizon

Roadmap · L4

AI-Native UCP · complete CDP in one chat interface · speak-to-data → cohort gen → campaign config → creative gen → execution → retrospective · all conversational
Competitor intelligence · data scraping + competitive analysis surfaced inside the chat alongside campaign signals
Next-best-action recommendations · AI proposes the next move based on campaign performance, customer behaviour, market signals
Auto-creative generation · channel-specific creatives produced per audience inside the same flow
Demo · youtu.be/9KCFnV6kXEU

L-rungs reference the L0–L5 autonomy framework. UCP foundation sits at L3; Marketing OS cockpits target L4.

02 · Architecture

Identity → Data → Activation → Agentic.

Each layer earns the next. Identity made unified data possible. Unified data made segmentation and activation possible. Activation at scale is what makes the agentic layer worth building.

UCP architecture · Sources → Ingest → Transform & Process → Serve & Analyze → Applications → Orchestration → Activation

UCP architecture · end-to-end

Sources (Retail · Telecom · Media · External) → Ingest → Transform & Process → Serve & Analyze → Applications → Orchestration → Activation, with Feedback & Measurement closing the loop.

Video ↗

UCP architecture walkthrough.

Video · how the layers fit together

Layer 01 · Identity

Live · L3

Reliance Retail Account.

DPDP-compliant identity with consent capture, unified address book, retail SSO, and API-first integration for any platform regardless of design system.

· In-house OTP · JioMart + AJIO
· Retail SSO · one tap, all platforms
· Unified Address Book · cross-platform reuse
· Sanctions Screening v2.0 · Dow Jones global list

Layer 02 · Data & Intelligence

Live · L3

Single Customer View.

Web engagement, offline store visits, retail KPIs in one 360° view per customer at RRL, Format, and Business level.

· Audience Builder v2 · 170 retail formats via RRA
· RPOS real-time streaming · 1.5M orders/day
· NPS at scale · 79 formats · ~500K daily SMS
· Profile attributes · 200+ across identity, affinity, activity

Layer 03 · Activation

Live · L3

Campaign Manager.

From audience to landed message to attributed conversion — closed loop, governed by cooldowns and volume caps across 200+ formats.

· SMS · RCS · Meta · Google channel coverage
· Embedded coupon codes (shared + personalised)
· Conversion tracking with ROAS
· Campaign governance · cooldowns + volume caps

Layer 04 · Agentic

Building · L3 → L4

Marketing OS.

Three cockpits answering the three questions every vertical leader asks: are we tracking to plan, is marketing pulling its weight, do consumers know us and prefer us.

· Marketing Intelligence cockpit · plan-aware
· Brand Health cockpit · gap-first
· AI-Native UCP · chat-first

03 · Marketing OS · 3 cockpits

The agentic marketing layer.

Marketing OS sits on top of UCP. Three cockpits today — each answers a different question every vertical leader asks. Each carries an L-rung pill for current state and target. Reference: L0–L5 autonomy framework.

Cockpit A · for vertical leaders

Marketing Intelligence cockpit.

Live · L3 today → L4 target

The cockpit for vertical leaders — AOP-vs-actuals, marketing efficiency, customer mix, and platform health in one view. Replaces the WBR-decks-plus-finance-trackers-plus-MarTech-dashboards stitch leaders did each month. Answers three questions in sequence: are we tracking to plan, is marketing spend pulling its weight, what is the data telling us we are missing.

Surface 1

Executive Cockpit

Single scrollable canvas grouped into three bands — Business Outcomes (Net Revenue · Orders · Customers · ABV with AOP achievement), Marketing (Total Spend · A2S% · PM · Blended CAC · LTV/CAC), Platform & Brand Health (MAU · DAU · Sessions · NPS). Every KPI carries an AOP-anchored comparison, not just a YoY delta.

Surface 2

Business Deep Dive

Vertical narrative · outcome → cause → diagnosis. Revenue Story (actuals vs annual plan, 13-month trends, source splits New/Repeat/Winback, retention). Marketing Effectiveness (A2S, ROAS, Blended + PM CAC, LTV/CAC, approved-vs-actual budget, channel breakdown ATL/BTL/PM). AI Diagnostic with colour-coded insight cards · Red material misses · Amber watchpoints · Green positive · Blue neutral.

Surface 3

Talk to Data

Conversational layer over the same dataset. "Why did ABV drop in Feb?" / "Show me Tira CAC trend vs Ajio." Charted, sourced answers without writing SQL or pulling reports.

Surface 1 · Executive Cockpit · Grocery vertical · Feb 2026 · AOP-anchored KPIs across three bands

Marketing Intelligence · Business Deep Dive · Revenue Story

Surface 2 · Revenue Story · 13-month AOP trend · source splits

Marketing Intelligence · Business Deep Dive · Marketing Effectiveness

Surface 2 · Marketing Effectiveness · A2S · ROAS · CAC · LTV/CAC · channel split

Marketing Intelligence · AI Diagnostic with insight cards

Surface 2 · AI Diagnostic · grounded narrative + Red/Amber/Green/Blue insight cards

What makes it agentic. Plan-aware by default · grounded AI diagnostics that reference visible numbers · same shape across every vertical (Ajio · JioMart · Tira · Reliance Digital · F&L). Switch the vertical, get the same cockpit.

Cockpit B · for brand leaders

Brand Health cockpit.

Live · L3 today → L4 target

Where Marketing Intelligence answers "are we hitting the plan?", Brand Health answers "do consumers know us, prefer us, use us, trust us — and how do we compare to the competition?" One brand with every angle — funnel · imagery · usage · zonal · purchase behaviour · creative recall — in a single experience.

Surface 1

Executive Cockpit

Side-by-side funnel · anchor brand (left) vs chosen competitor (right). Five stages: Total Awareness → Consideration (T2B) → L1Y Usage → L3M Usage → MOUB. Each stage shows absolute score, ±pp delta vs prior wave, relative % change, conversion ratios. Competitor selector swaps the comparison brand without leaving the view (Blinkit · Zepto · Swiggy Instamart · Flipkart Minutes · Amazon Fresh · Bigbasket Now).

Surface 2

Business Deep Dive

Vertical narrative · Brand Imagery (20 attributes across functional / commercial / emotional, gaps table sorted by magnitude, top-5 movers QoQ). Usage Funnel (trial → habitual, vs best-in-class named explicitly). Purchase Behaviour (Kirana · Quick-commerce · Modern Trade). Zonal Performance (North · South · East · West). Ad Testing Results (creative-level masked brand-recall). AI Analysis · 4 pillars · Perception / CX / Growth / Marketing.

Surface 3

Talk to Data

"How has JioMart's MOUB tracked vs Blinkit over the last 4 waves?" "Which imagery attributes improved the most in South zone?" Charted, sourced answers from the brand-tracker dataset.

Surface 1 · Awareness Funnel · JioMart anchor vs Blinkit comparator · 5 stages with ±pp deltas and conversion ratios

Surface 2 · Imagery Gaps · 20 attributes · sorted by gap magnitude vs category leader

Surface 2 · Imagery Movers · Top 5 gainers / decliners QoQ

Surface 2 · Usage Funnel · trial → habitual · best-in-class named (Blinkit)

Surface 2 · Ad Testing · creative-level masked brand-recall · closes loop from spend to equity

Surface 2 · Zonal Performance + AI Analysis · 4-pillar synthesis (Perception / CX / Growth / Marketing)

What makes it agentic. Gap-first rather than score-first design (the delta matters more than the absolute in mature categories) · side-by-side competitor comparison built into every metric · creative recall closing the loop from campaign spend to brand equity.

Cockpit C · the L4 target

AI-Native UCP.

Building · L2 demo → L4 target

A complete CDP in a single chat interface. The target for Marketing OS — every step of the marketing workflow (data → cohort → campaign → creative → execution → retrospective) happens conversationally, with AI models powering each step. Demo · youtu.be/9KCFnV6kXEU.

Speak to data

Query customer bases via natural language. No dashboards.

AI-built cohorts

AI suggests and builds segments from goals.

Configure campaigns

Multi-channel · AI-recommended targeting, timing, channel mix.

Generate creatives

AI produces channel-specific creatives per audience.

Execute campaigns

Launch from chat with governance guardrails built in.

Retrospective analysis

What worked, what didn't, why · delivered conversationally.

Competitor intelligence

Data scraping + competitive analysis surfaced inline.

Next-best-action

AI recommends what to do next from performance + signals.

What makes it L4. No dashboards. No tool-switching. Governance guardrails built in. The reviewer can ask the question and get a charted, sourced answer that ends in a launched campaign.

04 · Case study · UCP-powered campaign

Reliance Digital · Digital Discount Days.

10 RCS campaigns · 11 - Apr - 2026 → 19 - Apr - 2026 · UCP's first large-scale conversion-tracked campaign for RD. End-to-end · audience segmentation through RCS delivery to offline POS conversion tracking, all powered by UCP.

Recipients

1.25M

Product revenue

₹20.39 Cr

Transacting buyers

5,693

Open rate

30.68%

Avg ticket

₹34,145

Transactor segment lift

· Open rate +25% · 30.68% → 38.23%
· Click rate +314% · 0.56% → 2.32%
· CTOR +234% · 1.82% → 6.07%

Category mix · ₹20.39 Cr revenue

· Large appliances · ₹8.11 Cr (39.8%)
· Telecom · ₹6.90 Cr (33.8%)
· Entertainment · ₹1.91 Cr (9.3%)
· IT · ₹1.81 Cr (8.9%) · Small appliances · ₹1.37 Cr (6.7%)

Top brands · Samsung ₹3.98 Cr · Apple ₹3.19 Cr · LG ₹2.59 Cr. Top SKUs · Voltas + LG split ACs (seasonal) · iPhone 17 Pro Max. Geography · South 44.5% (₹9.07 Cr), West 20.3%, East 19.4%, North 15.9%. Saturday 19 - Apr alone generated ₹4.08 Cr · 20% of total revenue in one day. Replicable playbook for electronics-retail RCS campaigns now established.

05 · Release timeline · 16 major milestones · Jan-2024 → Apr-2026

How UCP got here.

Apr - 2026

Brand Health cockpit live.

5-stage funnel (Awareness → Consideration → L1Y Usage → L3M Usage → MOUB) with side-by-side competitor comparison · 20-attribute brand imagery analysis with QoQ movers · zonal performance · ad-testing module · AI Analysis across Perception / CX / Growth / Marketing · Talk-to-Data conversational layer.

Apr - 2026

Marketing Intelligence cockpit live.

Executive Cockpit + Business Deep Dive + Talk-to-Data. Plan-aware KPIs (AOP-anchored, not YoY) · spend efficiency in full context (A2S, ROAS, CAC, LTV/CAC) · grounded AI diagnostics. Same shape across Ajio · JioMart · Tira · Reliance Digital · F&L.

Apr - 2026 · ongoing

Self-Serve and Adoption scale-up.

Custom Audiences (Bring Your Own) · Campaign Governance with cooldowns and volume caps across 200+ formats · Real-time delivery tracking · End-to-end conversion tracking and ROAS · Documentation portal with RCS preview utilities and catalogue references.

21 - Apr - 2026

Campaign Coupon Codes.

Shared (one code for all) and personalised (unique per customer) coupons inside Campaign Manager. CSV/ZIP customer-to-coupon mapping · matching and injection at delivery time. Next · JCP Coupons + Central Promotion Engine integration for real-time fetch.

03 - Apr - 2026

RPOS Real-Time · 15,000+ stores.

Every in-store transaction streams into UCP within minutes of checkout · 1.5M orders/day · 75+ formats · 15K+ stores under RRL and RBL. Powers near-real-time NPS, audience segments, post-purchase campaigns. Replaces day-old batch data.

02 - Apr - 2026

Fayda Meter on JioMart.

Lifetime savings + neighbourhood savings (pincode aggregation on Databricks). Customer sees their savings vs their pincode in near-real-time. Featured in JioMart's IPL season ads · reaches millions. Demo · youtu.be/z1r24TH2VBM.

Fayda Meter · JioMart customer savings screen

Fayda Meter · neighbourhood savings comparison

01 - Apr - 2026

NPS at scale · 79 formats · ~7,000 stores.

SMS triggered 1-2 hours after every in-store POS purchase · unique one-time link · 0-10 rating + feedback. 7.2M orders processed · ~500K daily surveys sent · ~7K daily responses.

24 - Mar - 2026

API-First Retail Account + Unified Address Book.

Any platform can integrate regardless of design system · native login/signup UI without SDKs or redirections. Platform-level consent with granular control. Cross-platform address reuse for frictionless checkout.

Reliance Retail Account UI · sign-in + connected accounts

30 - Jan - 2026

Multi-feature rollout · RPOS, RCS, Analytics.

RPOS bringing ~2 lakh daily transaction events from 16+ formats · NPS expansion across Trends, Gap, Yousta, Avantra, Performax · native RCS campaigns (Android + iOS) · device fingerprinting for Retail Account · audiences pushed natively to Meta and Google Ads. 46 campaigns run · 7 format adoptions.

UCP Console · campaign analytics · Jan 2026

15 - Dec - 2025

AI-Powered UCP Documentation.

Step-by-step business-user guide covering all filters, attributes, formats. Built with Cursor + Docusaurus + Scribe + product materials · entirely AI-generated. Live at docs.sit.ccpz0.de.

UCP Documentation portal · Docusaurus + Scribe

19 - Sep - 2025

SizeSense · live in AJIO.

Built in-house. Reads brand, fit type, and size to suggest the right option on AJIO product pages. Stores preferences for return visits. Reduces size-related returns and exchanges, speeds up checkout. Men + Women Topwear and Bottomwear · more categories planned. Demo · youtu.be/RbX9fvU2zNo.

SizeSense · AJIO size recommendation flow

02 - May - 2025

More For Me · personalised recommendations on JioMart.

Homepage product suggestions powered by order history and localised preferences. Falls back to time-of-day trends and pincode-level activity when history is insufficient. Backend · RRA → Kafka → MongoDB → real-time API.

10 - Apr - 2025

Reliance Retail Account v2 · the unified login.

Eleven months in development. DPDP-compliant consent capture · centralised account management connecting JioMart, AJIO, Tira, RD · Retail SSO (one tap, all platforms) · JioSwift email integration · JCP Beta whitelisting.

03 - Feb - 2025

Platform Foundation + Personalisation.

First 2025 release · 360° Single Customer View spanning web to offline · Audience Builder v2 across 170 retail formats via RRA · "Complete Your Basket" AI/ML widget on JioMart · RBAC · OTP service rehauled (used by MilkBasket to cut SMS abuse cost). Overview · youtu.be/29ZmLPkQyMg.

23 - Feb - 2024

Reliance Retail Authentication + Address Optimisation.

In-house OTP for JioMart (AJIO follows). Address Optimisation pilot · drives down RTO and delivery failures. MilkBasket integration goes live (2M users).

11 - Jan - 2024

First UCP launch · Reliance Retail Identity.

310M customers unified across online + offline RR. Live with JioMart (130M), AJIO (80M), Netmeds (35M), Tira (1.3M), FreshPik. TOPs-managed. Public connectivity unlocked for RBL brand sites · InfoSec vetted. Sanctions Screening v2.0 with Dow Jones global list.

Team · see /organisation/