In 2016, Reliance Jio Infocomm Limited (RJio), a subsidiary of Reliance Industries Limited, disrupted the Indian telecom sector by offering consumers access to the latest cutting-edge fourth-generation (4G) data and voice services at affordable prices. Competitors alleged that RJio had indulged in predatory pricing to acquire customers, but they lost the litigation as the anti-trust regulator held that the company should enjoy the benefits of a start-up and no predatory pricing rules were applicable. Within five years of its launch, RJio had become the top Indian telecom company. In 2023, competitors had caught up by offering better services at equitable rates. Had RJio indulged in predatory behavior to establish itself in a price sensitive market? Could the company continue at the same pace in the future? Had RJio transitioned into a new role as a technology company? What role should retailers play in ensuring customer acquisition to support RJio’s future growth strategy?