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. It is targeting bargain hunters, those looking to save a few bucks on their monthly groceries.
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?