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Grofers to now focus on FMCG, scales back fresh products

grofers

Scaling back its fresh products, online grocery delivery company, Grofers has forayed into the FMCG segment with the launch of seven new brands under two categories - Budget and Popular G-Brands. In a statement, Grofers' co-founder and CEO Albinder Dhindsa said that the company's foray into the FMCG segment will differentiate it in the e-grocery business. "This vertical expansion is key to drive our next phase of growth in India." According to this Livemint report, food and food products accounted for 70% of Grofers’ sales. Grofers closed FY 2018 with Rs 950 crore of sales and is targeting for a stronger growth trajectory in 2019, with a 50% contribution from its private brands. The company is targeting revenue of Rs 2500 crore and roll out of over 500 stock keeping units (SKUs) for FY 2019. Grofers claims that its range of private label products is priced at approximately 5% to 50% lower than the market price. The online grocer said that with this launch its private label expands to 250 food and non-food products for its consumers and that it aims to bring 100 million customers to its platform. Grofers has apparently scaled back its fresh grocery operation in the cities like Bangalore and Delhi. When we tried ordering some veggies, we could only see two or three items like onion, and potatoes. This is not the first time that the company has adjusted its focus amidst of competitive market. Earlier Grofers had shut operations in Ludhiana, Bhubaneshwar, Bhopal, Cochin, Vizag, Nagpur for a year in 2016, and then restarted…

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