ON-DEMAND WEBINAR

WEBINAR: THE BIGBASKET SUCCESS STORY

A black swan event meets a white knight!
Welcome to the webinar
Hosted by Rohit Maheshwari

Head of Strategy and Product,

CrunchMetrics - An Anomaly Detection Software
Powered by Artificial Intelligence and Machine Learning.
Webinar Agenda
✓ About BigBasket – India’s largest online food and grocery store

✓ The role of the supply chain in e-commerce

✓ The impact of COVID-19

✓ How AI-driven analytics helped solve the problems

✓ Road ahead, learning and key recommendations

 Our Speakers

Subramanian M S (Mani) Pushkarini Kulkarni

Head of Category Marketing & Analytics, Senior Consultant, Analytics at
BigBasket
BigBasket
ABOUT BIGBASKET
BigBasket – India’s largest online food and grocery store
✓ Pioneers in the online grocery segment

✓ Founded in 2011 by a team of five experienced entrepreneurs - Hari Menon, VS

Sudhakar, Vipul Parekh, Abhinay Choudhari, and V S Ramesh

✓ Currently operating in 10 metro Tier-I cities and 14 Tier-II cities

✓ Offerings: Full-Service Delivery, Express, Specialty, JIT, Institutional, Kirana

✓ Company strength: 12K and growing

✓ Office Location: The Fairway Business Park, near EGL, Domlur, Bangalore
Scale in Terms of Numbers
 What does it take to run
country’s largest online grocery store?

Technology-enabled, data-driven end-to-end Supply Chain

that connects the farmers, and the distributors in the
backend supply chain to the distribution centers from where
the frontend supply chain connects products to customers.
A Strong Supply Chain and
Warehouse Network
COVID-19 IMPACT
5X - 6X Demand Surge
Driven by the lockdown that restricted the movement of public

50% Less Staff

Many migrant workers left for their hometowns after curfew

3,500 Stock Keeping Units

The (SKUs) on the platform dropped from 32,000 to 3,500
ROLE OF ANALYTICS @BIGBASKET
Importance of AI and Anomaly Detection

✓ BigBasket has deployed artificial intelligence (AI) and ML for

forecasting and to detect any anomaly for key metrics such
as customer's buying patterns.

✓ This helps to proactively monitor and manage the key

operational metrics and correct any incidents in time on a
day-to-day basis.
 How AI and Anomaly Detection Works
The Business Incident Discovery - Approach

Machine Learning &

Statistical Algorithms

Ingestion of Data Incident Detection Anomaly Scoring Incident Correlation Actioning & Workflows
With Business Insights

Reading signals from data to monitor and manage KPIs

Forecasting and anomaly detection in the emerging scenario

For Customers
1. Demand forecasting
2. Actions to improve customer experience
-Slot availability
-Track experience of loyal customers
-Minimize OOS

For Operations For Merchandising

1. Delivery lead times 1. Assortment planning
2. Delivery efficiency -Essentials
3. Impact of ABV -Local store + DC
4. Minimize wastage
CRISIS RESPONSE
1. Immediate Steps – For Customers
✓ Order cancellations and refund to source
✓ Message at checkout if slots not available
✓ Serving only existing customers (in the first week of lockdown 1.0)
✓ One-month extension of star membership
✓ Reservation of slots for Gold and Platinum members
✓ Contactless delivery
✓ Bulk delivery (PDM, CDM)
2. Immediate Steps – For Merchandising
✓ Assortment reduction across locations and
additions over time

✓ Moving 95% of the assortment to 5K stores

✓ Disablement of non-essential products like

beauty and GM
3. Immediate Steps – For Operations
✓ Longer duration of delivery slots

✓ No cash/ card-on delivery payment option

✓ Revoking provision to place add-on orders and multiple orders

in-process

✓ Use of sanitization, thermal scanning, masks, and gloves

✓ All this was achieved with rapid data analysis, development, and
deployment with support from all functions – Engineering,
Product, Supply Chain, Merchandising, Customer Support,
Marketing, Analytics, and Category Marketing.
TODAY
900% Spike in demand managed
Delivered more orders with less staff

≈25% Rise in productivity

Led by data-driven automation and resource optimization

300,000 Orders a day

By ramping up operations and adding new partnerships with
companies like Uber
FUTURE OF E-COMMERCE ANALYTICS
AI and Analytics for E-commerce
✓ Global surge in on-line orders impact the supply chain
function the most.

✓ With limited resources, e-commerce companies have to

effectively optimize their recourses and re-align business
process.

✓ AI-driven data analytics is critical for automation and to

spot trends to drive operational efficiency
For data leaders formulating execution strategy

There is no better time than now to invest efforts

in understanding the business impact (or the ROI)
of the different initiatives taken up in the last few
months/years with respect to the costs involved.
 Key Takeaways
✓ Add value by building simple diagnostic models using historical data to identify the key
business levers that will help grow sustainably in the future. For E.g. something that could apply
to most businesses would be quantifying CPC or cost per conversion for different marketing
campaigns accurately, so that one can channel funds towards only high ROI campaigns in near
future, particularly as a shortage in cash flow is expected.

✓ Data analytics teams could work on fine-tuning the target groups for offers within their
customer base by segmenting customers based on their historical responses to offers.

✓ Identify opportunity costs in logistics/supply chain processes that can help drive profitability.
Recommended Read
✓ Co-authored by T N Hari (Head of HR) and
Subramanian M S (Head of Analytics).

✓ The book Vividly captures the vision, culture

and commitment to values which has made
BigBasket one of India's most successful
start-ups.
 THANK YOU
Any questions?
Email us at : info@crunchmetrics.ai