Big companies have their own way of doing things and while they all tend to believe in 'lean', the reality is much more different.
Tatas have paid 57.38 crores (36.48 crore already paid and rest later) for development of the Tatacliq.com site + apps (announcement)
Ofcourse, it involves a lot of offline / online integration, but ~$10mn ?
Tatacliq offers PHYGITAL experience, offering services such as click online & PIQ up at
store, return to store and ship from store through a large on-ground store network of partner brands.
Surely, the elephants are learning how to dance.