Grofers co-founder and CEO Albinder Dhindsa says the turnaround has been scripted by focusing on insights into consumer behavior, and a bespoke supply chain model.

                               



Gurgaon-based online grocery platform Grofers has made this realisation their USP over the past year, in its effort to become the market leader in the sector. According to Grofers co-founder and CEO Albinder Dhindsa, the Indian customer is not as affluent as s/he is believed to be. “We have minimal disposable income. 

Our GDP per capita is still low; a big chunk of income is spent on grocery,” he reminds me. Whether Grofers has toppled over BigBasket, the market leader so far, is a matter of debate. But it is undeniable that Grofers, which had hit a stagnant phase some time ago, has managed to rebuild itself in the past one year.

SoftBank’s gift 

Just a few weeks ago, Grofers raised Rs 400 crore (about $62 million) in a Series E round from its existing investors SoftBank and Tiger Global Management, making the total funding of the five-year-old company $226 million.

From ending operations in several Tier II and Tier III cities to shutting down its express delivery service, Grofers has seen some tough times. Many industry observers even predicted Grofers’ fall at one point. So how did this latest funding happen? Albinder tells me, “Over the past one year, we have been putting our heads down to grow our business. Now we have the largest market share. 

There was no single USP. It was a lot of things done for the long run. We have had 10x growth in the customer segment in 30 months.” Grofers is now profitable only in Delhi.