Sadar Bazaar, Delhi’s iconic wholesale market, finds a mention several times during a conversation with Grofers founder Saurabh Kumar. The old Delhi market embodies what Kumar says is the latest avatar of the Gurugram-based e-grocery. Just like Sadar Bazaar, a mecca for discount-seekers looking for anything from groceries to household supplies, Kumar wants Grofers to be the go-to destination for value-conscious shoppers online.
While “value” has different definitions for different people, Grofers is clear on its definition—pricing.
Grofers’ latest value proposition is…value
In its latest shift in strategy, Grofers is betting that it can survive by targeting value-conscious customers. Will this be the final stop in Grofers pivot-laden journey?
After a couple of failed experiments, Grofers is now betting big on a “low-price” strategy
It is doing this by reducing its number of SKUs and betting big on private labels
Offline stores may also be on the cards
But given the cut-throat competition in the online grocery space, will this be enough to keep Grofers chugging along?