Flipkart has launched its long awaited online grocery service called Supermart in Bangalore, with plans to expand to 5 - 6 (unnamed) major cities by the end of 2018. Flipkart's strategy for Supermart would be to offer discounts and an 'efficient' delivery experience. It will also offer "open box deliveries" where customers can return items on the spot if they're dissatisfied with a product. The e-commerce company will sell staples and consumables, including those from its private label ‘Flipkart Supermart Select’, FMCG and dairy products among others. Interestingly, the company is not launching a separate app for its grocery play as customers can access Supermart through Flipkart’s android and iOS mobile apps, as well as from its desktop and mobile websites. This is unlike the strategy followed by its arch-rival Amazon, which sells consumer products through its Prime Now app. Flipkart will also extend its 'buy now, pay later' credit service to customers for their grocery purchases. Supermart's launch comes a little over 2 years after Flipkart shut down its grocery app Nearby after low demand. However, the company tried re-launching the service, then also called Supermart, in Bangalore last November. Flipkart's Supermart competes with Amazon (via Prime Now), Alibaba-backed Big Basket and SoftBank-backed Grofers in this segment. The company is eyeing transactions via consumer wallets. In October last year, Flipkart infused $500 million in its payments arm PhonePe, an addition to $75 million Flipkart had injected in PhonePe since acquiring it in 2015. Reports indicate that the company is planning to invest $264 million in this…
