In online grocery, BigBasket's focus is on the consumer

Amid dramatic shifts in consumer behaviour, BigBasket’s Arun Jayaraman tells WARC how the online grocer sees the Indian market growing after weathering the pandemic storm.

Key insights

• A massive surge in the number of people wanting to try online grocery for the first time during the lockdown helped BigBasket further reinforce its dominance in the segment.
• Social commerce is going to play a key role in time to come and this is going to be an area that online grocers will look into seriously.
• With the grocery segment attracting new players amid a growing market, it will be critical to understand consumer needs and provide the best customer experience.

Key quote

“A lot of people in the market are looking at more channel strategy rather than an overall company level strategy in terms of who to address, how to address, key value features, how to drive value to the user. The basics are something that marketers have to focus on for now. Channel strategy can flow from there” – Arun Jayaraman, Head of marketing – Loyalty, Site Merchandising & Partnership, BigBasket.