Even seasoned professionals like K Ganesh, the promoter and founder director of BigBasket, have been caught off guard by the emergence of rapid commerce. Customers have embraced the 10-minute delivery model in ways that few could have anticipated, causing a dramatic change in the business over the past two years.
“Nobody, neither BigBasket nor any of us, imagined that consumers would adopt quick commerce in this manner,” Ganesh stated. “I still don’t understand the need for a 10-minute grocery or a 10-minute iPhone, especially in cities like Bangalore where it takes an hour to travel 10 kilometers.”
Credits: Business Standard
Quick trade is here to stay, nevertheless, in spite of this pessimism. An established player in the online grocery market, BigBasket is now preparing to face off against wealthy competitors Zepto, Blinkit from Zomato, and Instamart from Swiggy. The stakes are extremely high because its IPO is scheduled to take place within the next 18 to 24 months.
BigBasket’s Market Position and Competitive Landscape
Today, BigBasket holds the fourth-largest market share in quick commerce, trailing behind Blinkit, Instamart, and Zepto. While it may seem like an underdog, the e-grocer has been aggressively expanding its footprint. CEO Hari Menon recently stated that nearly 80% of BigBasket’s revenue now comes from its quick commerce business.
As competitors focus on ultra-fast deliveries, BigBasket is banking on its unique supply chain advantages to gain an edge. Unlike Zepto and Blinkit, which rely heavily on dark stores for inventory, BigBasket’s supply chain is deeply integrated from farm to fork.
The Supply Chain Advantage: BigBasket’s Winning Card
Ganesh believes that BigBasket’s biggest strength lies in its backend operations. The company sources directly from 60,000 farmers, and over 40% of its sales come from private labels, allowing it full control over pricing, quality, and logistics.
“BigBasket has unique, unbeatable strengths to win this battle. It has a huge supply chain advantage in the grocery space because of what it has built over the years,” Ganesh emphasized. “It also benefits from Tata Group’s backing, leveraging brands like Starbucks and Croma as part of its inventory.”
By maintaining direct ties with farmers, BigBasket ensures fresh produce and cost efficiency—something its rivals struggle to match due to their reliance on third-party suppliers and dark store models.
Expansion Beyond Groceries: Quick Food and Medicine Deliveries
BigBasket offers more than just groceries. The company plans to introduce a quick food delivery service in 2025, breaking into a market that is presently controlled by Zepto Café, Blinkit’s Bistro, and Swiggy’s Bolt. To further solidify its position in the rapid commerce ecosystem, it also intends to launch medication delivery through Tata 1mg.
These expansions follow a broader trend in the sector where companies involved in fast commerce are expanding their product lines in an effort to increase average order values (AOV) and turn a profit. The competition is now about who can offer clients the best value while keeping good profits, not only about speed.
The Road to IPO: Will BigBasket Beat the Competition?
With BigBasket’s IPO set for the next 18-24 months, its performance will be closely watched. Zepto, another IPO-bound player, has been growing rapidly and has already flipped its headquarters back to India in preparation for its public listing. Blinkit, under Zomato’s ownership, has also been expanding aggressively, while Swiggy’s Instamart remains a strong contender.
However, BigBasket’s deep-rooted supply chain integration and Tata Group backing could give it an edge over competitors. The question is: will these advantages be enough to offset the speed-driven appeal of Zepto and Blinkit?
Credits: Money Control
Final Thoughts: Can BigBasket Redefine Quick Commerce?
BigBasket’s late entry into quick commerce doesn’t necessarily put it at a disadvantage. With a strong supply chain, competitive pricing, and upcoming expansions in food and medicine deliveries, it has the right ingredients for long-term success.
As the quick commerce war heats up, only time will tell whether BigBasket can successfully outpace its rivals. One thing is certain: the grocery delivery battle is far from over, and the next 18 months will be crucial in determining who emerges as the dominant player in this high-stakes industry.
