Flipkart, India’s largest e-commerce marketplace, today announced the launch of Flipkart ‘Supermart’, its grocery store, in all major pin codes of Bengaluru with plans to expand to 5 - 6 major cities by the end of 2018. Flipkart’s groceries portfolio currently spans staples, FMCG and dairy products, and the category can be accessed through Flipkart’s android and iOS mobile apps, as well as its desktop and mobile websites.
Flipkart’s foray into groceries comes at a time when e-tail is just 0.5% of the total grocery market in India, which is pegged at $400 billion, or 70% of all retail. While the miniscule penetration is an indication of the scope for future growth, it is also reflective of the need for innovation in a category that has the highest potential to generate repeat business and ensure customer retention.
Built from scratch to cater to grocery-specific user needs, and hinging on principles of Quality, Savings, and Convenience, Flipkart Supermart offers bigger discounts compared to any store, delivery at doorstep at a preferred time slot, and products with freshness guarantee and ‘Best Before Date’ present for each product on the display page. Further, it provides a grocery native shopping experience that is tailor made for helping users buy multiple items seamlessly, navigate in an aisle shopping like experience and get direct access to offers, quick buys and top deals.
“Grocery shopping is a mundane chore in any home, despite its outsized impact on a household’s budget. And it remains an unsolved e-commerce market, despite its importance to consumers and to the economy. With Flipkart Supermart we have solved for problems of assured quality, savings, and convenience to create an unmatched offering. The feedback has been phenomenal. Customers who have tried it are absolutely delighted and have kept coming back. We’re now taking it wider and plan to expand our reach and scale rapidly over the coming months,” said Manish Kumar, Head of Groceries at Flipkart.
To ensure maximum value for customers, Flipkart has set up a dedicated, cost-efficient supply chain that includes building a new warehouse & last-mile delivery network, and making open-box slotted deliveries for easy doorstep returns. Flipkart Groceries also ensures stringent quality as per FSSAI norms, with regular checks at warehouse and storage areas, as well as during inwarding and outwarding of products.
Flipkart’s groceries store offers customers choices from a multitude of brands, and the company has also introduced ‘Flipkart Supermart Select’, its private label in staples categories (pulses, spices, dry fruits).