Grofers finds success with D-Mart model for online groceries
Grofers changed its pricing strategy last year to target lower middle class and middle class consumers, and the result is a 300% growth in revenue and reduced losses
Mumbai: About a year ago, online groceries start-up Grofers changed its business model to replicate India’s most profitable and fastest growing large modern retailer D-Mart. The Gurugram-based start-up, which claims to have price savings at par with D-Mart, reduced its stocked items and now focuses on the lower middle class and middle class consumers. The result has been a 300% growth in topline and reduced losses, said Albinder Dhindsa, co-founder and chief executive officer, Grofers in an interview to Mint.