Predictive Analytics in Fruit and Vegetable Marketing: A study of Big Basket, an E-Commerce Company in India

Abstract: E-Commerce in India is growing at a fast pace. The penetration of internet, availability of smart phones at reasonable rates and digital payments has accelerated the penetration in India. And more and more startups are entering the grocery e-commerce space with different strategies. E-Grocery with wafer thin margins penetrating the Indian market with over 65 percent price sensitive value first customer is a daunting task. The heart of this E-Commerce revolution is the farm to fork initiative where vegetables reach the consumer from the farmer in less than 24 hours. This needs predictive analytics which enable efficient forecasting of demand, warehouse/dark stores management, order processing, scheduling of last mile deliveries, etc. using artificial intelligence/machine learning. This paper examines the efforts taken by BigBasket in this direction. Keywords: Big Basket, Consumers, E-Commerce, Fruits and Vegetables, Predictive Analytics