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BigBasket.Com: Redefining the Business Model

Professor Sujo Thomas (Ahmedabad University)
Professor Abhishek (IMT Ghaziabad)
Sanket Vatavwala (Teaching Associate, Ahmedabad University)
Professor Piyush Kumar Sinha (Indian Institute of Management, Ahmedabad)

Publication date: 28 July 2017

Abstract, an online supermarket established in December 2011 in Bangalore, India, had become one of the major players in the Indian online grocery market by the end of March 2016.1 Run by Innovative Retail Concepts Private Limited, was operating in more than 23 cities across the country in 2016. The online grocery market in India was in a stage of growth and transformation, fuelled by India's large urban population who sought a lifestyle of convenience and ease. It had also attracted many entrepreneurs who competed fiercely with each other in a market characterised by thin margins. Intense competition ensured that only a few companies were able to survive and sustain themselves. One of these companies was Big Basket, which succeeded in spite of the competition, attracting Series Da funding worth USD 150b million from the United Arab Emirates-based Abraaj Group in March 2016.2



Thomas, S., Abhishek, Vatavwala, S. and Kumar Sinha, P. (2017), "BigBasket.Com: Redefining the Business Model", .



Indian Institute of Management Ahmedabad

Copyright © 2017 by the Indian Institute of Management, Ahmedabad

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