SERVICE

RETAILING

By – SHRUTI JHAWAR
05/1
 ABOUT
GROFERS

“SuperMrs ka
Supermarket”
 More About Grofers

Saurabh Kumar and Albinder

Founder
Dhindsa
Starting Year December 27,2013
Area Served India
Headquarters Gurgaon, Haryana
Current Cities in Work 25 Cities
Softbank, Sequoia Capital & Tiger
Investors
Global
Number of Orders Per Day 60000 (Approximately)
Website Grofers.com
MEET THE
TEAM
Meet the leadership
Rohit Sharma Yeshu Bansal Suneet Gupta Jacob Singh
Senior Vice President – Vice President – Vice President – Chief Technology
Supply Chain Operations Consumer Experience Officer
 Visalakshi
Manas Gupta Amit Sachdeva Prashant Verma
Kannan
Vice President – Vice President – Senior Vice President –
Business Analytics Chief Finance Officer Marketing Business
Vivek Prasad Kshitij Torka Narendra Singh Ankush Arora
Senior Vice
Vice President – Senior Vice Senior Director – President – People
Grofers Brands President – Demand Business Planning Operations
RETAIL LIFE CYCLE
MARKETING
MIX OF
GROFERS
 PRODUCT

•Pulses
•Atta & Other Flours

Grocery & Staples •Rice & Other Grains

•Edible Oils
•Spices
•Salt And Sugar

•Laundry Detergents
•Dishwashers

Household Needs •Cleaning Tools & Brushes

•Cleaners
•Repellents
•Pooja Needs

•Bath & Body

•Hair Care

Personal Care •Skin Care

•Oral Care
•Face Care
•Feminine Hygiene
 PRODUCT

•Baby Food
•Diapers & Wipes
Baby & Kids •Baby Skin & Hair Care
•Baby Accessories & More
•Kids Furnishing
•Toys & More

•Cold Drinks
•Juices & Drinks
•Tea & Coffee
Beverages •Health & Energy Drinks
•Water & Soda
•Milk Drinks

•Chocolates & Candies

Biscuits, Snacks & •Biscuits & Cookies
•Namkeen & Snacks
Chocolates •Chips & Crisps
•Sweets
 PRODUCT

•Noodles

Noodles, Sauces •Sauces & Ketchups

•Jam, Honey & Spreads

& Instant Food

•Pasta & Soups
•Readymade Meals & Mixes
•Baking & Desert Items

•Milk & Milk Products

Breakfast & •Bread & Eggs
•Paneer & Curd

Dairy •Butter & Cheese

•Breakfast Cereal & Mixes

•Cookware
•Storage & Containers

Home & Kitchen •Kitchen Tools & Accessories

•Dining & Serving
•Bags& Travel Accessories
•Cleaning Equipment
PRODUCT

•Bed Liners

Furnishing & •Bath Liners

•Furniture & Storage

Home Needs
•Décor, Gardening & Festivities
•Mats & Carpets
•Table & Kitchen Liners

• Ready To Cook
• Ready To Eat
Frozen Food • Frozen Food
• Canned Food

•Dog Supplies

Pet Care •Cat Supplies

PRODUCT

•Vegetables
Vegetables
& Fruits

• Grocery & Staples

Grofers
• Beverages
• Household Needs
• Breakfast & Milk

Exclusive • Namkeen & Snacks

• Personal Care
• Home & Kitchen Needs
 PRICE
Price

Smart bachat
Non member
club member

Delivery Charges Delivery Charges

Orders above
Orders above Orders above
Rs. 200 – Free Orders below Rs. Orders below Rs.
Rs. 500 – Free Rs. 500 – Free
(Applicable twice 500 – Rs 29 500 – Rs 29
Delivery Delivery
a month)
 PAYMENT METHODS

Cash on Airtel Net Debit Card

MobiKwik PayTm
Delivery Money Banking

Credit Pay later Metal Google UPI

Card Using Card Pay
Simpl
 PLACE

• Grofers is
headquartered in
Gurgaon, India and has
20 office locations
across 1 country.
• Grofers, which started
out as a hyper local
grocery delivery player in
December 2013 has
moved to warehouse-
model over the last 2-3
years, with a recent
focus on private labels.
PROMOTION

• Grofers has used TV commercial ad films to promote its

brand. The TV ads are focused on two aspects of the
company,
1. Central Brand and
2. Service Features of the brand
Newspaper Advertisement
Metro Advertisement
Outdoor Advertisements
Outdoor Advertisements
Iwalker Look walker Campaign
Iwalker Look walker Campaign
YouTube Profile
Instagram Profile
Facebook Profile
Twitter Profile
LinkedIn Profile
Website
Catchy Lines
COLLABORATIONS
COLLABORATIONS
 PHYSICAL EVIDENCE

Grofers has been mentioned

repeatedly in the articles of leading
newspapers and magazines such as
Forbes and Business Insider which
provides the evidence of its growth.
Grofers has grown over 400% in terms
of monthly user base and has
expanded its presence in 18 cities
across India. Its app has more than 12
million downloads on Google Play store
and Apple iOS combined. Grofers has
more than 8500 merchants listed with
the company. The company has been
very flexible in its strategy and
responds quickly to the situation. It
has recently started inventory model of
inventory management for vegetables
and fruits and has added B2B
business to its wing which contribute
10% to the company’s revenue.
PEOPLE

Grofers has about 3,014 employees

as of August 2019. Employees have a
key role in the operations of the
company as its business model is
based on collecting orders from the
local stores and delivering to the
customer’s doorstep. Grofers being a
start-up do not have a well-placed HR
team to consider the hiring or employ
engagement issues, however as per
employees review it is an exciting
place to work where employees are
encouraged to bring in new ideas and
most of ideas get implemented in
quick time.
PROCESS
LOCATION STRATEGY

Grofers business model is based on door step

delivery of grocery items which customers shop
online on their mobile app from their nearby
stores.
VISUAL MECHANDISING
 Spencer’s

Flipkart Nearby

Zopnow

Farm 2 Kitchen

COMPETITORS Bigbasket

Pepper Tap

Localbanya

Supermarkets

Aaramshop
 Segmentation

S • Demographic
variables
• Psychographic
variables
• Behavioral variables

Targeting

T
• Middle India
• Working Couples
• Working Parents

Positioning
• Convenient

P • 24*7 Availability
• Value for Money
• Huge Discounts and
Cash backs
 Competition in
the Industry
Power of
Customers

PORTER'S
Threat of FIVE
Substitutes FORCES
MODEL Potential of
New Entrants
into an Industry
Power of
Suppliers
CHALLENGES FACED

Customer’s Focusing on
Difficulty to
unwillingness to horizontal
penetrate in
pay delivery expansion
small towns
charges instead of vertical

Discounts are
Homemakers are being availed by Huge marketing
not tech savvy! retailers and not costs
by customers

Freshness of Matching the

fruits and Customer Loyalty buying behavior
vegetables of the customers
 FUTURE PLANS

• The company is planning to add categories like cosmetics, electronics and

pharmacy to its product list.
• The company is working hard on making the operations and technology
better.
• It is aiming to bring offline retailers online and help them grow. In the next 5
years, they are hoping to bring change in the lives of the customers and help
them spend time doing what they love the most.
• It plans to double sales and focuses on profit.
• The private label stack of Grofers consists of 780 products that is expected
to increase to 1,200 by the end of 2020.
• The company also plans to make its private label products available at local
grocery stores in the next few months.
RECOMMENDATIONS

• To Target to more city.

• To work more on the Packaging
• More good sellers to cover.
• More variety of products to cover.
CONCLUSION