They say, “Eat breakfast like a king, lunch like a prince and dinner like a pauper.” Online grocer 24x7Fresh seems to have taken this advice on board, as it has launched the 'Early Starter Advantage' service, which is available in the breakfast category. The ecommerce company believes this morning service will build a larger customer base by differentiating itself from the competition, such as LocalBanya, BigBasket and Zopnow.
24×7Fresh delivers groceries daily between the hours of 5.30am and 8.30am. Customers can subscribe online to the service and there is also an option to order by phone, by simply giving a missed call to the company. The customer can also customise their own plan.
"There is not a single e-grocery firm which is catering to the morning services. When we started our services in Gurgaon, the demand for milk, newspapers, eggs, bread were the major requirements, which were not available timely. Our subscription based services provided them weekly or monthly delivery of items at their doorstep in the morning between 5:30 am to 8:30 am," said Randhir Kumar, its chief executive.
24x7fresh's runs an app platform which is similar to competitors Grofers and PepperTap. In an industry where food produce has an extremely short life-cycle, 24x7Fresh uses data analytics to create personal profiles of its customers so that it can plan out tastes and forecast demand. 24x7Fresh's strategy is to provide need-based services, which gives an innovative experience for the customer. It is looking to reduce logistic issues by sourcing products locally and the egrocer has already set up ten small warehouses.
24x7Fresh plans to expand to 30 cities by the end of the fiscal. The online grocer is on the cusp of launching its early starter advantage service in Bengaluru.
Business advisory firm technopak, predicts that the online grocery market will grow eight times in the next two years and could be worth anywhere between R.3,000 crore and Rs. 4,000 crore. Big names such as Tata, Reliance and Godrej has already jumped on the band wagon, along with ecommerce giants such as Amazon, Flipkart and Snapdeal, 24X7Fresh is also clearly aiming to be part of this growth curve, to assist in its mission of delivering an 'All day, All year, All fresh promise'.
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