Reliance Ventures Into Grocery eCommerce. Can They Deliver?

India is the sixth largest grocery market worldwide and a lot of new firms have launched online portal to tap into this segment.

Reliance Retail Ltd. has launched an online store for groceries – With this move reliance has ventured in to a space that is largely held by BigBasket, MyGrahak etc.

The website provides a host of products such as fresh fruits & vegetables, rice, dals, oil, packaged food, bakery & dairy item, frozen & pet food, household cleaning items, your specialized beauty & personal care products.

Users on the website need to register – this is done to check if the service is available in the provided area depending upon the pin code, select the products, choose a convenient delivery time & make payment through cash/credit card/net banking or food coupons. Shipping is free for purchases made above INR 750.

reliance fresh direct

 The service is currently available only in Mumbai at Navi Mumbai, South Mumbai and Thane areas. Reliance plans to increase the coverage to other geographies over a period of time. It’d be interesting to see if Reliance can deliver vs. heavily funded companies like BigBasket (raised $32mn).

Online grocery shopping in India is a fresh platform and sees a huge opportunity to grow in the current market. India is the sixth largest grocery market in the world. With eCommerce booming at a great pace and large number of people adopting the service, the number of players in this field will see a large increase. Online grocery also has the added advantage of gaining repeated customers once they are impressed with the service and products.

Currently the players in grocery market include Tradus (recently pivoted to grocery eCommerce), EkStop, GroceryAtClick, RationHut, MomGrocery, Zopnow, Punexpress, 30rupees, FamilyKart etc.
Recently, Future group too announced its partnership with Amazon India.

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