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Synopsis
Bigbasket, wedded to strong business ethos, initially stayed away from quick commerce as the math did not make sense. But with well-capitalised instant-delivery upstarts threatening to eat its lunch, the e-grocery leader has been forced to join the fray. Is it already late to the party in the age of instant gratification?
Bigbasket is on the back foot. Younger, hungrier quick-commerce players are eating from its plate. The undisputed market leader in e-grocery is seeing a portion of its over 25 million users — which is the result of gruelling work of a decade — adopting Swiggy Instamart, Zepto, Dunzo, Blinkit, and even the freshly launched Ola Dash. According to Bigbasket insiders and industry executives, the company is witnessing slower-than-anticipated growth,
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