Grofers envisions Rs.2500cr-worth revenue by 2019

With an aim to disrupt the online retail market space, Grofers, a low-price online supermarket, announced its foray into the FMCG segment with the launch of seven new brands under two categories - Budget and Popular G-Brands.

With this, Grofers' private label expands to 250 food and non-food products for its consumers, with an aim to drive the next wave of growth for e-commerce sector by bringing the next 100 million customers to its platform.

The brand is bullish on growth with a revenue target of Rs. 2500 crores and roll out of over 500 stock keeping units (SKUs) for FY 2019.

The Popular G-Brands category offers premium quality products under brands including 'G Mother's Choice', 'G Happy Day' and 'G Happy Home'. Labelled under the Budget category, the brands include 'HaveMore' and 'SaveMore' to cater to price sensitive consumers by offering entry level quality products.

The G Happy Day and HaveMore brands include an array of food products like tea, fruit jam, muesli, tomato ketchup, and corn flakes, whereas the G Happy Home and SaveMore brands address household needs with products in the categories of detergents, household care, oral care, tissues and disposables, kitchen tools and accessories, furniture and storage and many more.

G Mother's Choice is the flagship brand of the e-grocer that enlists a wide range of quality staples at the lowest price in the market. All the products under both G-Brands and Budget category are an assortment of great best quality offerings which will further enhance consumers' savings in their everyday purchases.

Grofers' range of private label is priced approximately 5 to 50 percent lower than the market price for popular brands in these categories.

"Our foray into the FMCG segment uniquely differentiates and positions us in the e-grocery business. This vertical expansion is key to drive our next phase of growth in India. In the last five years, we have received an overwhelming response from our customers and experienced tremendous growth. Through many industry-first initiatives, we have been instrumental in bringing new customers to the e-commerce fold with 15 percent of this customer base being our monthly unique shoppers," said Albinder Dhindsa, Co-Founder and CEO, Grofers.

Grofers successfully closed FY 2018 with Rs 950 crore of sales and is targeting for a stronger growth trajectory in 2019, with a 50 percent contribution from its private brands.