Flipkart launches online grocery store ‘Supermart’ In Mumbai

The platform’s groceries portfolio currently spans staples, FMCG and dairy products, with a private label offering that also offers staples. Currently, Flipkart delivers in 91 PIN codes in Mumbai, which represents 75 per cent of the city’s serviceable PIN codes, covering Western and Central suburbs, and up to Navi Mumbai. 

“Flipkart’s online grocery store will guarantee customers in the metropolis access to high quality grocery products, best savings and the most convenient and easy delivery options in grocery shopping,” says a Flipkart release.

“With the launch of Supermart in Western India, Flipkart expects to collaborate with farmers, producer organisations and local MSMEs (Micro, Small and Medium Enterprises) to create a sustainable ecosystem, add jobs to the economy, and bring a superior experience to customers,” it adds.

Flipkart has set up a separate supply chain for groceries in the city that includes fulfillment centers and a custom designed last-mile delivery network. Flipkart Supermart is live in Bengaluru, Chennai, Hyderabad and Delhi, and has seen phenomenal response from shoppers.

The launch of Flipkart Supermart in Mumbai assumes significance as grocery, which is the biggest retail category in India, is also the most under-penetrated among major categories in Indian e-commerce. According to estimates, India’s grocery market is currently pegged at $400 billion, with e-commerce accounting for just 0.5 per cent of that. Analysts have pegged the grocery space as the next phase of growth for the e-commerce industry as a whole, due to its potential for new customer acquisition and repeat purchases.

As part of the launch, Flipkart Supermart promises free delivery on orders above Rs600, the best prices on top brands, and Re1 deals — a concept pioneered by Flipkart — all with the intention of providing the maximum savings to customers.

“With Flipkart Supermart, we see tremendous potential for us to leverage our expertise in logistics and technology to give our customers the maximum savings, convenience, quality, and breadth of selection. Our grocery business has grown phenomenally over the last year, making this the right time for us to bring our seamless shopping experience to Mumbaikars. We are constantly working to improve our offerings and are looking forward to excelling in this space,” said Manish Kumar, head of grocery at Flipkart.

Flipkart Supermart promises to cater to grocery-specific user needs, ensuring quality, affordability, and convenience with bigger savings, delivery at doorstep at a preferred time slot, and products with freshness guarantee and ‘Best Before Date’ present for each product on the display page.

Additionally, it provides a grocery shopping experience that is customized for enabling users to buy multiple items seamlessly, navigate an aisle-like shopping experience and get direct access to offers, quick buys and top deals. The category can be accessed through Flipkart’s Android and iOS mobile apps, as well as its desktop and mobile websites.

To ensure maximum value for customers, Flipkart promises open-box slotted deliveries for easy doorstep returns. Flipkart also ensures stringent quality as per FSSAI norms, with regular checks at warehouse and storage areas, as well as during inwarding and outwarding of products.

Select customers will also have access to Flipkart `Buy Now Pay Later’, where they can keep on buying groceries and pay by the 10th of next month.

Flipkart offers open box delivery to allow customers verify products at the time of delivery. Customers can also return individual products from the basket to aid easy, returns.