BigBasket, one of India’s largest online grocery platforms, is making aggressive moves to stay relevant in the booming quick commerce sector. K Ganesh, the promoter and founder director of BigBasket, recently acknowledged that even the company didn’t anticipate the rapid shift in consumer behavior towards ultra-fast deliveries.
The Quick Commerce Boom and BigBasket’s Market Strategy
Over the past two years, quick commerce has taken the Indian market by storm. Players like Zepto, Blinkit (owned by Zomato), and Swiggy’s Instamart have revolutionized the way people shop for groceries, promising deliveries in 10-15 minutes. Ganesh admits that this change has caught even well-established companies like BigBasket off guard.
“In the last two years, what has happened with the quick commerce industry has stunned and surprised everybody, including large incumbents like BigBasket. Consumer behavior has completely changed,” Ganesh said.
BigBasket’s traditional model was built on slotted deliveries and same-day fulfillment. However, the emergence of instant delivery services has disrupted this approach, forcing the company to rethink its strategy.
Currently, BigBasket holds the fourth-largest market share in the quick commerce segment. But with an upcoming IPO in the next 18-24 months and a goal to double its business by March 2026, the company is looking to expand aggressively in this space.
BigBasket’s Quick Commerce Advantage: Supply Chain and Private Labels
Despite being a late entrant into quick commerce, BigBasket believes its strong supply chain and deep-rooted farmer connections will give it an edge over competitors.
The company has built an extensive farm-to-fork network, working with 60,000 farmers and maintaining control over 40% of its sales through private labels. This means BigBasket can ensure product quality, maintain stable pricing, and optimize its backend integration—advantages that many quick commerce players relying on dark stores do not have.
“BigBasket has unique, unbeatable strengths to win in this segment. They have a deep understanding of the grocery supply chain, strong farmer integration, and access to Tata Group’s resources, including brands like Starbucks and Croma,” Ganesh explained.
BigBasket’s farm-to-fork model allows it to manage costs better while offering fresh produce and other essentials at competitive prices. CEO Hari Menon recently revealed that nearly 80% of the company’s revenue now comes from its quick commerce operations, highlighting the growing importance of this segment.
BigBasket’s Quick Commerce Expansion: Food and Medicine Deliveries
To further strengthen its position, BigBasket is set to expand into other quick delivery verticals. By 2025, the company plans to launch its own quick food delivery service, taking on Swiggy’s Bolt, Zepto Café, and Blinkit’s Bistro. Additionally, BigBasket will enter the medicine delivery space through Tata 1mg, further diversifying its offerings.
These expansions align with a broader trend in the quick commerce industry, where companies are venturing beyond groceries to increase average order values (AOVs) and boost profitability. The ability to deliver a mix of groceries, meals, and medicines will allow BigBasket to capture more consumer spending in a single transaction.
The Road Ahead for BigBasket
BigBasket is entering the quick commerce battle at a crucial time. With an IPO on the horizon and increasing competition from well-funded rivals, the company needs to scale its operations quickly while leveraging its existing strengths. Its focus on supply chain control, private labels, and diversified service offerings could set it apart from the competition.
While Zepto, Blinkit, and Instamart have an early-mover advantage, BigBasket’s deep-rooted expertise in grocery retail and its backing from Tata Group provide it with a solid foundation to compete. As the quick commerce sector evolves, it will be interesting to see how BigBasket adapts and grows in this high-stakes game.
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Disclaimer: This article is for informational purposes only and does not constitute financial, business, or investment advice. Readers are encouraged to conduct their own research before making any business decisions
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