Distribution, price point & the network effect.
While the article talks about all the great things jio tags can possibly do , not sure if one has experienced the product when writing this article.
I have used jio tags. It is a pathetic product and no where close to what apple tags can solve. Not even worth 100 Rs . It needs Bluetooth range to be able to find the tag and the app is horrible and drains the battery. Even if one ignores the app, the fact that it requires Bluetooth connection for tracking , the range is limited.
Building a copy product needs to be done well . Same issue was with jio phone and jio laptop. H/W is something jio should think 10 times before it does.
Just launching things cheap , doens't work . Having a great product which works is the first most important thing.