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Billionaires competing for delivering products



The country seems mature for accepting fresh fruits and vegetables from various e-commerce players in the country. Now the billionaires are rushing into the business of poor vegetable vendors and thella walas. The competition is often fierce for these products, and the ever stricter requirements. Indian consumers are willing to pay a premium to get hygienic and nutritional daily essentials, prompting exporters of horticulture produce to draw strategies for the domestic market. With the emergence of the e-commerce players Swiggy, Zomato, Amazon, Flipkart, Reliance Fresh, Dunzo, Ninjacart, Bigbasket and Udaan, it seems suddenly the issue of Food safety and hygiene have become very important for consumers today. All the credit goes to the Covid, it has accelerated the process dramatically for enhancing the last-mile delivery of quality food.

There are certain business houses that come out with a value proposition like, they are supplying high-standard fruits and vegetables that are grown by the company in close collaboration with farmers in the domestic market . India's food retailing industry is close to $300 billion according to E&Y, and only 10 percent is organised. The e-tail companies are even claiming farm-fresh fruits and vegetables to reach the consumer's doorstep in a more organised and professional format – through an app. It is all about, e-commerce companies bring convenience, by providing an organised retailing experience at the consumer’s doorstep. The advertisements and branding are talking about innovative displays and a variety of products consumers are found to appreciate the good agricultural practices and are ready to pay a premium for it. Whereas the street vegetable vendors are not able to showcase all this through the technology.

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