Business Case Studies & Business Publications

BigBasket (A)

Roy, Debjit

Case

BigBasket (A)

Roy, Debjit

IIMA-PROD0320(A) | Published June 1, 2020 | 12 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

Different platform-based grocery distribution models have evolved in recent times. While some platforms maintain their own inventory, others source them from local retailers and deliver to the customers. Some platforms offer multiple customer delivery slots in a day, while others may offer only next-day delivery. While some platforms maintain a limited assortment of items and focus on bulk distribution, others maintain a variety of products. Through this case, students will understand how to align the target customer segment expectations with the platform’s business strategy, and further link these with operations.

Participants will identify the cost components in grocery distribution. Participants will understand the cost trade-offs (procurement and delivery) in grocery distribution. Participants will understand which platform strategy will align with customer expectations.