HomeShop18 had recently introduced a food and groceries category to their existing product range. We spoke to Narasimha Jayakumar, COO & Business Head, e-commerce at HomeShop18 to find out more about the launch of this category. In his interaction with us, he speaks about the logistics, challenges of setting up this category, scaling, margins in this category and sale of perishables. Logistics for food and groceries category Medianama: How has your warehousing and logistics changed to suit the introduction of food and groceries section? Jayakumar: It has been a well thought out move. We have 14 million products, both across television and online. The initial launch focus for this category is on long shelf life packaged food, so clearly there has been some changes in terms of warehousing but not too many changes since we are not looking at perishables at this point of time. In tier II & III cities, we see a need for gourmet, packaged and continental food. This is one of the opportunities in packaged non-perishables food items. Kochi, Coimbatore, Ludiana are some of the towns that have shown very good adoption since the launch of this category. Medianama: What are some of the changes made to logistics? Jayakumar: I think there is far greater need for dust free environment for food, so we have looked at air-conditioning. Other than that, we have had to train people, make sure that the delivery is fast and are done through air shipments. Medianama: How fast do you deliver? Jayakumar: It depends on where…
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