e-supermarket Just Delivr to tap 'kirana' stores

Domestic e-supermarket start-up firm Just Delivr is looking to tap the huge reservoir of 'kirana' stores in the country for growth and also in the process bring all of the merchants online.

"Just Delivr is a technology-based concept to get the local shopkeepers online in a more friendly way than what most e-commerce companies are doing right now. We are not in it to cannibalise the shopkeeper," Amit Bharana, founder and chief executive of Just Delivr, said adding that the e-supermarket place currently has products in groceries, health and beauty, kitchenware and pet shop categories.

"We give every local shopkeeper a mini-enterprise resource planning (ERP) solution called a dashboard where they can manage their stock. Also, the deliveries are done by them and we play no part in logistics," Bharana said adding that any "stale products are immediately replaced or the money is refunded."

The company already has 5,000 merchants online and it is running pilot projects in east Delhi, Ghaziabad, Noida and Vaishali with expansion plans in states like UP, Uttarakhand, Haryana and Delhi.

"We are currently bootstrapped and spent nearly Rs.two crores to build the solution. We are now looking to raise our Series A funds. As soon as we get our funds we are aiming to have one lakh merchants under the banner with the help of proper promotion where we are planning to spend Rs.35 lakhs," Bharana said when asked about the company's future strategy.

"Currently we have a gross merchandise volume (GMV) of Rs.52 lakhs and we are growing almost double month-on-month. We will also hire at least 110 people as soon as we get funds. Right now we have 40 people on board, mostly technical staff," Bharana added.

On a daily basis, Just Delivr processes nearly 300 orders with an average transaction value of Rs.800.