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Grocery gamble

From groceries to smartphones: Flipkart’s hyperlocal deliverance

From grocery space laggard, Flipkart is aiming to not just draw level with its rivals, but overtake them. Along the way, it could finally realise Walmart’s vision for it

09/09/19

Abinaya Vijayaraghavan

While Flipkart bit the groceries bullet a while ago, it’s only now coming around to offering fresh produce

For the last year, Flipkart has been running a fruits and vegetables pilot in Hyderabad, trying to crack the complex supply chain for perishables

Even as it tries to crack the notoriously tough grocery market, it plans to develop hyperlocal delivery with grocery, and wants to extend this even to products like smartphones

Ambitious, sure. Easy? Not in the least. Flipkart must solve myriad issues which have stumped e-commerce firms and pure-play grocers alike

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On 22 August, Amazon gained a yard on its peers in the grocery race in India. It launched Amazon Fresh, a hyperlocal grocery distribution chain which delivers over 5,000 items—including fruits, meat and dairy—within two hours.

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