Flipkart does soft launch of grocery delivery service in Bengaluru

E-retailer Flipkart has taken a fresh plunge into the grocery delivery business with the launch of Supermart in Bengaluru. The new Supermart mobile application looks to take on  Amazon India and grocery delivery app BigBasket among others.

Flipkart had launched its grocery category and started deliveries in Bengaluru a few months ago but only for its employees.

Flipkart's Supermart requires a minimum order value ofRs 500 and provides free delivery for orders worth over Rs1,000, according to information on the mobile app.

''We have done a soft launch for grocery categories at Flipkart. Currently, it is available to select customers in Bengaluru. In line with our aim of transforming ecommerce in the country through technology, we want to make shopping for everyday essentials convenient for our customers. We intend to scale it up to all customers in Bengaluru and take it to other cities in future," a Flipkart spokesperson told The Economic Times.

This is not Flipkart's first foray into the grocery segment. The company had entered grocery delivery service through its app Nearby in 2015, which used to deliver from local kirana stores. But the initiative was shut down some months later.

Grocery has been a major point of focus for Amazon India since last year due to its repeat purchases leading to higher customer acquisition. Paytm Mall, along with its main investor Alibaba, is also expanding in this space and is in talks to buy a significant stake in the largest grocery etailer BigBasket.

Amazon India offers food products through Amazon Pantry in some cities and same-day grocery delivery on Amazon Now app through a tie-up with retailers such as Big Bazaar and Hypercity in some cities.

Flipkart is building a dedicated supply chain for its grocery service and is providing options such as open-box delivery to verify products before acceptance and doorstep returns if the customer faces any issue with the product.