Amazon, Flipkart, Alibaba get ready to slug it out over bread and butter

Starting 2018, e-commerce giants are rolling the dice on the country's lucrative but fragmented grocery market to expand their brand footprint

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Amazon, Flipkart and Alibaba are primed to pour billions of dollars into revolutionising the way one shops for fruits, vegetables, bread, eggs and cereal apart from other assorted trappings of daily life. And right through 2018, the e-commerce giants will fill up the digital aisles with grocery items that they hope will transform the several parameters of consumer engagement: loyalty, frequency of purchase and trust. However, unlike in other categories where discounts drove customers online, the biggest challenge all the players face here would be changing the