How to increase the market share of Grofers

Abstract

The focus of our study would be Grofers, an Indian online grocery delivery service. In the daily hustle of life, online grocery is becoming important in our day to day lives. Grofers is an Indian online grocery delivery service platform launched in December 2013. Despite raising handsome funds since its inception, Grofers struggled to attract customers. Big Basket, the dominant player in the market is working to enhance the customer experience but Grofers is reacting slowly. Now, without achieving the dominant share in the market they are diversifying in other categories. With other players like Amazon, Flipkart supermarket, etc. entering the market, Grofers is going to face tough competition in the market. India’s grocery market is expanding but Grofers is slow to react. But with the current onset of the pandemic, the organization can expand its market share since people are relying on the online platforms for their day to day grocery needs. Hence, the growing size of the online grocery market gives Grofers a huge opportunity to grow.