70% of Bigbasket’s business comes from our app: Hari Menon

Kochi will be the 26th city that online supermarket Bigbasket spreads its footprint to in the near future. With 10,000 registered customers and close to 45 per cent share of the e-grocery market, Bigbasket grossed a topline of Rs 2,000 crore the previous fiscal. Its ambition is to close this fiscal at Rs 3,500 crore. 

Along with its extensive product mix, consistent marketing efforts have led to big basket’s success. Digital has been an important part of Big Basket’s marketing strategy. Hari Menon, Co-founder and CEO, Bigbasket, informed, “In the overall marketing budget, digital spends are 15-20 per cent. We do not distinguish digital and mobile – for us it is the same, as 70 per cent of our business comes from our App. All forms of advertising today are customised for platforms that people use.” 

In another direction, Bigbasket has put in a sizeable investment into infrastructure, including warehouse, cold chain and more. It will soon enable cold-chain for the first mile from collection centre to warehouse at an investmentto the tune of Rs 150 crore - Rs 200 crore. 

Its farmer base has increased, and the number of collection centres, too, has risen from 20 last year to 36 this year. The organisation is also making efforts to sustain the farming community. 

Menon elucidated, “We have two commitments to the farming community.One, we help them get larger revenue as they sell directly to Bigbasket and need for middlemen is eliminated. Second, their payment is expediated and they are paid within two days and that too directly into their bank account. Farmers appreciate this. We work with 6,000 farmers today through 36 collection centres. Not only that, we also have agronomists in these centres who advice farmers in terms of how to boost their yields, right use of fertilisers and feedback is sent to our buyers as to when the next crop is being harvested, etc. This facilitates us to plan our purchases better.” 

In September this year, Bigbasket announced its partnership with smartphone manufacturer Xiaomi’s operating software MIUI. This seamless integration enables customers to complete their grocery purchases faster and with a better overall experience. 

Bigbasket was founded in December 2011 in Bangalore by a team of five – VS Sudhakar, Hari Menon, Vipul Parekh, VS Ramesh and Abhinay Choudhari. The company’s turnover in the year 2016-17 was over Rs 1,400 crore. Bigbasket raised $300 million from Alibaba Group earlier this year and is looking to expand aggressively.


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