Tata-backed BigBasket is gearing up to enter the 10-minute food delivery segment, aiming to offer a wide range of food items, including products from its own brands and partner restaurants, delivered within a 10-minute window. This strategic move aligns with the increasing popularity of quick commerce and the growing demand for speedy food delivery services in India.

Key Features of BigBasket’s Entry

• Leveraging Strong Supply Chain: BigBasket plans to utilize its robust supply chain and logistics network to efficiently fulfill orders and ensure timely delivery of food items. The company has already established a reputation for reliable grocery delivery, which it aims to extend into the quick-service food sector.
• Hybrid Model: The company is exploring a hybrid model that combines its private label products with offerings from partner restaurants. This approach will allow BigBasket to cater to diverse customer preferences, offering a variety of food options ranging from ready-to-eat meals to snacks and beverages.
• Focus on Speed and Convenience: By emphasizing quick delivery times, BigBasket aims to meet the rising consumer demand for convenience. The company’s quick commerce service, previously branded as BBNow, will be restructured to focus on delivering food items within 10 minutes.

Competitive Landscape

As the 10-minute delivery segment becomes increasingly competitive, BigBasket’s entry is expected to intensify the race for market share. Competitors such as Swiggy, Zomato, and Zepto are already heavily investing in this space:

• Swiggy has launched its Bolt service, which partners with various brands to deliver food in under 10 minutes.
• Zomato’s Blinkit has introduced a similar service called Bistro, focusing on rapid food deliveries.
• Zepto Cafe operates on a private label model, delivering food and bakery items quickly from its dark stores.

Market Trends

Industry analysts note that the quick commerce sector is witnessing significant growth, with estimates suggesting an annualized gross merchandise value (GMV) of around $5.5 billion. This growth is driven by evolving consumer preferences for faster service and greater convenience.

Strategic Implications

BigBasket’s entry into the 10-minute food delivery market reflects a broader trend among grocery and food delivery platforms to diversify their offerings beyond traditional grocery items. By integrating quick-service options, BigBasket aims to enhance customer engagement and increase order frequency.

Future Outlook

The company plans to launch its new 10-minute delivery service within the next three to four months. By focusing on speed, convenience, and a diverse product range, BigBasket intends to carve out a niche for itself in the fast-paced world of food delivery.

Conclusion

BigBasket’s foray into the 10-minute food delivery segment represents a significant strategic shift as it seeks to capitalize on the growing demand for quick commerce in India. With its established logistics network and innovative hybrid model, BigBasket is well-positioned to compete with existing players in this rapidly evolving market. As consumer expectations continue to evolve towards faster service, BigBasket’s entry is likely to intensify competition and drive further innovation within the industry.