Future Group, India’s leading multi-format retailer has entered into a strategic tie-up with Paytm, the mobile payment and commerce platform. The partnership will enable users to shop for Big Bazaar merchandise on Paytm marketplace and get delivery at their homes. In addition, users will also be able to avail promotional offers by Paytm while using their Paytm Wallet to make purchases at Future Group outlets such as Big Bazaar and EasyDay among others. Kishore Biyani, Group CEO, Future Group said, “I believe this strategic partnership will be a game-changer for the industry. On an end-to end basis, between Future Group and Patym, we will have the lowest unit cost economics in the Industry and this will be our key differentiator to create sustainable customer value. The strengths of both the companies in large scale customer acquisition and seamless payments through Digital Wallets will be key ingredients in driving this partnership.” Vijay Shekhar Sharma, Founder & CEO, Paytm, said, “Together, we see a fantastic opportunity to create an integrated mobile first, omni-channel retail and payment solution for our wide consumer base.” Future Group operates a range of popular retail stores such as Big Bazaar, fbb, Foodhall, Central, Brand Factory, Ezone and EasyDay. Paytm’s tie-up with Future Group will also make Big Bazaar the anchor store on the Paytm marketplace.