Because it is their business model. JioMart is like Zomato but of kirana stores. E-commerce companies like Walmart and Amazon works for big sellers. JioMart is for kirana shops. JioMart wants to compete with Amazon and during the time of pandemic when everyone is facing losses JIO has the money to get more kirana shops into their fold. It’s a great strategy which ultimately can get other E-commerce companies on their knees. Although fight is going to be long. But Jio will have an emotional advantage of supporting small mom and pop shops. They will also have an advantage of no expenditure of storage of goods. Just like Zomato who delivers food from one restaurant to customer but isn’t making its own food. The only difference is that JioMart is converting the small Kirana shops into hi-tech shops by providing different devices whose cost will be borne by the retailer in loans with low interest.