Discount coupon website Mydala.com launched a new grocery vertical for its website and mobile app. The website claims the service will allow shoppers to view offers on grocery items from local kirana stores.

The new grocery vertical introduces several new coupons in the categories of Personal Care which includes soaps, conditioners, deodorants etc., Household which includes items like oil, tea, jams etc., and Eatables which lists assorted soups, chips, yogurt etc. The vertical also lists an ‘Offers’ category, which the company claims will list offers on products from various stores and on different credit cards. Currently, the website lists a single offer in the category, a Rs 500 discount on ayurvedic products from Greenngood.

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Mydala claims users can also get updates on offers directly from the company, which are not listed by supermarkets. The company currently has tie-ups with brands like P&G, Hindustan Unilever, Sahara Q Shop, Wipro, Zydus Wellness, Nivea, Danone etc. Interestingly, the company did not mention how many local kirana stores it has on board and in which cities, as of now, it only seems to have some of the larger supermarkets on board. It claims the launch of its grocery vertical saw 500k unique visitors and 100,000 grocery coupons used.

Competition: Other players in the coupons category include Yebhi, which turned into an online products aggregator and couponing site earlier this month, PayuPaisa which had launched an automated all-in-one payment solution targeting e-commerce marketplaces in October last year and Freecharge which had acquired stealth mode startup Preburn last month, among others.

Other developments:

– In February this year, MyDala had entered into a partnership with Aircel, to launch ‘Aircel Joys’ which it claimed would offer up to 90% discounts on various products exclusively for Aircel customers.

– The company had announced plans to expand its operations in India from 145 cities to 250 cities and launch in other countries in June last year.

– In November 2011, Mydala had launched a new offering called ‘Deal Hunter’, in Delhi, Bangalore, Pune and Mumbai which would let users search for ongoing deals for various services.

– The company had also raised Rs 18 crore in its second round of funding in October 2011 from Info Edge India, which had previously invested 9 crore during its first round of funding in April the same year.