Tuesday, August 16, 2011

Click to order your greens - Business Standard

Working mothers are now the rule rather than the exception, and the convenience of shopping for your everyday grocery items online is prompting more and more people to the Internet.

For example, Bhavna Thakur, a mother of a two-year-old and deputy manager at Tata Teleservices, has moved to online shopping because she does not have the luxury to visit the local grocery store on weekdays. To cash in on the growing trend a host of e-commerce sites such as AaramShop, Easyration and Freshndaily, are working on e-grocery business models that adds value for the customer by offering more benefits than costs.

“The format is best suited for high-on-stress and low-on-time, working couples. The target-consumer hardly has the time to shop during the week and on weekends the stores are way too crowded,” reasons Vijay Singh, CEO & managing director, AaramShop.

Aaramshop has practically taken the neighbourhood kirana stores to the virtual world. All a customer needs to do is list the items and key in the address. AaramShop, with its database of over 62 retailers in the national capital region (NCR), tracks a kirana store near you. The model not only helps local retailers to expand their client base, but comes as a relief to many at no extra charge.

To shop online with AaramShop, one needs to place a minimum order for Rs 700-800 for free home delivery. There is no membership fee for retailers, neither are customers charged a transaction fee. AaramShop depends completely on advertising revenues. It plans to expand to 400-500 shops in Delhi and may launch its services in Mumbai and Bangalore by next month.

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