Seshu Kumar Tirumala, Chief Buying & Merchandising Officer at Bigbasket, shares how the brand is ensuring quality, expanding its portfolio, and leveraging Tata Group synergies to win over India’s online grocery market
How is Bigbasket maintaining quality and hygiene despite the increasing competition in the quick commerce space?
Quality has been a core pillar of Bigbasket since day one. We follow a three-step approach: First, we procure fresh produce directly from farmers and deliver it within 16–20 hours, ensuring freshness. Second, we carry out rigorous quality checks at the source using trained QC teams and software like Pure Sure, including lab tests for organic products. Third, we store and transport goods using temperature-controlled logistics—frozen, cold, and ambient zones—to retain product integrity without chemicals.
Bigbasket is expanding into new verticals like food delivery, pet care, and home improvement. What revenue contribution do you expect from these segments?
These new verticals are expected to contribute around 10 per cent of our total sales this fiscal. We’re targeting categories such as home improvement, innerwear, stationery, toys, sports gear, and more. The goal is to widen our portfolio while maintaining quality and convenience for customers.
Private labels have gained traction across online retail. How are Bigbasket’s in-house brands performing?
Private labels currently contribute 35–40 per cent to our overall revenue. They offer two major benefits—consistent quality and price advantage. For example, in staples, customers can save 5–20 per cent depending on the category. Retention rates for private labels are 8–10 per cent higher than branded counterparts, thanks to the quality-price balance.
How is Bigbasket localising its offerings to better serve Tier-II and Tier-III markets?
We localise about 80 per cent of procurement in Tier-II cities, with local teams empowered to decide assortments. This enhances freshness, relevance, and customer satisfaction. Our Net Promoter Scores are often higher in Tier-II cities, and our market share in these areas remains strong despite newer competitors entering the space.
With competition intensifying in online grocery and essentials, how is Bigbasket positioning itself for sustained leadership?
Beyond speed, we offer unmatched quality, a superior private label portfolio, and the largest assortment. In non-grocery segments, we leverage Tata Group synergies—for example, with Croma for electronics and 1mg for pharma—to provide everything under one platform. This combination of quality, breadth, and convenience sets us apart.
Looking ahead, what are Bigbasket’s top strategic priorities for the next 12–18 months?
First, we aim to achieve 90–95 per cent coverage for 10-minute delivery across all metro cities by December. Second, we’re focused on strengthening our assortment—both in grocery and non-grocery—by leveraging our expertise and Tata Group partnerships. These two pillars will drive our next phase of growth and customer loyalty.
