The next big deal to launch in the digital space is expected to be from one of the country’s biggest online advertising firms, Reliance Industries.
The company has signed a deal to sell its branded content platform, Reli, to rival B2B and B2C companies, according to a report by Indian Express.
The deal is worth nearly $1 billion.
The report, which comes after a series of reports in the past month, states that Reliance will pay the same premium for branded content across its platforms as it does for online advertising in India.
The news comes amid a crackdown on online advertising and the growing dominance of digital platforms in the Indian market.
Earlier this month, the government said it would take action against online ads for the first time since 2012.
The move comes after reports that the government is seeking to crack down on the advertising industry for failing to address the rising number of cases of online harassment and hate speech.
A few weeks ago, Reliant also signed a partnership with a number of Indian companies including Flipkart, Snapdeal, and Zomato.
Reliance is the largest online advertising firm in India with an annual revenue of over $30 billion.
However, the firm is also facing scrutiny in other areas such as digital marketing.
Reliant is facing questions about how it can sell its content platform in India and why its content is not available in the country.
In February, the company was hit with a complaint by a Delhi-based journalist that its content was being sold on a pirated platform.
The platform was selling its branded data for free, and the journalist was being charged for it, the complaint alleged.
A month later, the publisher, Biju Bhawan, filed a complaint with the Advertising Standards Council of India (ASCI) about the platform.
In a statement, the regulator said it was “satisfied that Reliant has taken action against those who have sold branded content without the requisite license”.
In a separate incident, the board of the online advertising giant, Advertisers Alliance of India, filed an FIR against two of its executives, Prashant Rajan and Nandini Srivastava, for allegedly illegally selling branded content.
The board alleged that they “violated the rules by selling content in the form of content that is pirated, without the required license”.