Competition in hyper-local e-grocery space : Tokri com / B S Kiran, Rajat Sharma.

Format:

Book

Author/Creator:

Kiran, B S., author.

Sharma, Rajat, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Electronic commerce--India--Case studies.

Electronic commerce.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Indian Institute of Management, Ahmedabad, 2021.

Summary:

The year 2016 had started on an ominous note for most online grocery start-ups. Wafer-thin margins, intense price-based rivalry and a funding crunch had led to the closure of many big and small firms in India. Facing similar constraints, Tokri.com, a Pune-based hyper-local e-grocery player was fighting an uphill battle. Its two main domain rivals, Big Basket and Grofers, with diverse business models, were marginally ahead in the race. Conventional brick-and-mortar players and the unorganised local mom-and-pop stores too were fiercely holding on to their customers. Tokri's young founder and CEO, Neeraj Kansal, however believed that understanding and adapting to the customers' mindset was the bigger challenge than the competitors. In the pursuit of a sustainable business model, in April 2016, Tokri changed its business model to a hybrid model: part inventory and part sourcing from local stores and farmers' groups. It had planned a promotional blitzkrieg with its 'faster and fresher' marketing campaign focussing on speedy delivery and farm-fresh quality. The next few months would be crucial for Tokri's survival and sustenance. Survival largely depended on the strategy that Kansal would adopt, and the effectiveness of its operations.

Notes:

Description based on XML content.

ISBN:

979-83-488-5381-5

OCLC:

1569208572

Publisher Number:

T301179