Big Basket Forays Into Omnichannel Space with 'Fresho'
Big Basket Forays Into Omnichannel Space with 'Fresho'

Big Basket, an Indian online grocery delivery service has just taken its first step to sell offline with its first brick-and-mortar store in Bengaluru. 

The online grocery retailer plans to scale up the number of such stores by foraying into other cities rapidly. The stores will operate under the ‘Fresho’ brand name, sources said. 

Fresho is the private label brand used by Big Basket on its platform to sell products across several food segments. The development marks the e-grocer's first step into the omnichannel space, which is dominated by the likes of Reliance Retail.

The move by the Tata Group-backed company comes at a time when other digital players that started with delivery such as Swiggy and Dunzo are currently upping the ante by opening dark stores to fulfill grocery orders in a hyperlocal play. A dark store is a store operated by an e-commerce company to fulfill online orders.

Reliance Retail, which operates JioMart, too, unveiled its premium grocery store format Freshpik earlier this month in Mumbai. While a Tata Group spokesperson did not comment for this story, sources said, the Fresho stores could be used for order fulfillment as well.

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