Maiti, Financial Chronicle
2 August 2012
If you are worried about the long queues at your neighbourhood
Big Bazaar during the much-awaited Independence Day sale, help
is at hand. For the first time the supermarket chain, is now coming
to a computer screen across the commercial capital of Mumbai with
the Biyani-led venture starting an e-tailing offering bigbazaar.com.
Customers who purchase goods through the site are promised delivery
at their homes within three business days for a convenience charge
of Rs 50 per order if the value is under Rs 500. We just
launched the e-tailing venture and are experimenting with what
products to offer through the portal and how much to charge etc.
Its still in the experimentation stage and learnings
will be gleaned before we scale this beyond the city, a
top Future group official who requested anonymity told Financial
The e-tailing venture that promises home delivery of its merchandise
across Mumbai could potentially do away with the drudgery of shopping
on weekends and take care of the issue of long queues at billing
counters on holidays and weekends. It will also allow the Biyani
franchise to boost sales without adding real estate and salary
costs, said industry experts. Adding an online interface
is the smartest thing to do at a time most retailers are going
multi-channel, said Saloni Nangia, senior vice-president
at retail consultancy Technopak Advisors.
The biggest constituent of Kishore Biyani-owned Future Group
will offer potential customers buy non-perishable products right
from food and grocery to apparel save for fresh, dairy and frozen
products, oil pouches, jams and sauces and loose cereals etc.
The e-tailing venture has gone live just before the crucial Independence
Day sale, which is one of the biggest revenue earners of Big Bazaar
in the year. Big Bazaar will also offer cash on delivery option
for this service, which is likely to give serious competition
to kirana stores. For orders above Rs 500 in value, there is no
When any company treats its online venture as just an
add-on, it does not run very well. The company has to treat it
as a different business environment with a clear model to succeed,
said Devangshu Dutta, CEO at consultancy firm Third Eyesight.
While the companys online retail arm, futurebazaar.com
is already operational; it has launched new initiatives in the
e-commerce space such as SMS short codes, teleshopping proximity
marketing through mobile phones. The initiative has helped Future
Group, one of the first modern retailers to move into digital
commerce in a big way. It will compete with portals such as eBay.com,
Indiatimes.com and rediff.com as well as with websites of Shoppers
Stop and Landmark, on the internet.