Strategies and Lessons from BigBasket: The Pioneering Grocery E-Commerce Company of India

Abstract: BigBasket - the pioneer grocery E-commerce company maintained the market leadership position in its existence for more than a decade. The strategy of the company to function using a consumer-centric approach helped in maintaining a high market share in the industry. Achieving this target was not a small feat in a segment with wafer thin margins as well as consumers with divergent ethnic and cultural backgrounds and different taste buds. The strategies adopted focused mainly on timely delivery, a very high fulfilment rate and the ability to address consumer complaints quickly and efficiently. Towards this, the company resorted to adoption of technology on one hand and acquisition of startups on the other. Development of its own brands also helped in this process. This paper examines the various strategies adopted by BigBasket in its growth from Tier 1 to Tier 2 and Tier 3 cities covering 59 cities as of now and handling 500-700 thousand orders per day. Keywords: BigBasket, Consumers, E-Commerce, Farmers, Grocery E-Commerce, Strategies