Book Review

Book Review: Saying No To Jugaad

By | Abhijit Bhaduri

In August 2019, Amazon launched its grocery store – Amazon Fresh – in India to deliver fresh fruits and vegetables, dairy and meat items and other packaged food items to customers in two hours. In September 2019, Bigbasket responded by merging two core businesses – on-demand 90-minute delivery and planned next-day orders – to supply a larger selection of items to its customers in less than 4 hours.

In a country where groceries account for half of the almost $1trillion retail market, Bigbasket is fighting not just Amazon. Bengaluru-based Bigbasket competes against micro-delivery players such as MilkBasket and SuprDaily in the subscription-based milk delivery business. Jumbotail, Ninjacart and Udaan compete for the customer’s wallet with Bigbasket in its wholesale retailing business. It fights against Flipkart, and even Swiggy and Dunzo. In this crowded marketplace, Bigbasket has grown from being a babycorn to Unicorn. Saying No to Jugaad is their story.

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