Big data’ in India is set to get ‘bigger’ with the recent launch of Reliance Jio. Through Jio, Reliance is targeting mid-to-low end customers and is striving to digitize millions in rural India by providing them data connectivity at low prices. As customers line in queues to join Jio, the rise in digital adoption is expected to result in greater content consumption and more digital transactions. This upsurge in data usage would yield an exponential increase in the quantity of big data generated. Jio intends to maximize growth and competitiveness by exploiting big data.