JioMart VS BigBasket: Top Contenders Of Online Grocery Market

PV Vyshnavi PV Vyshnavi
Nov 26, 2020 9 min read
JioMart VS BigBasket: Top Contenders Of Online Grocery Market

In the year 2019, Reliance Industries launched their own online groceries ordering website called JioMart, this was meant to be an alternative for the other grocery websites like BigBasket which is a well-established company in the market for the last few years. BigBasket has the experience and expertise of almost a decade, while JioMart launched in 2019 is already gaining users rapidly.

However JioMart has an added advantage which is pricing, JioMart offers a flat 5% minimum discount on MRP on all their products which is pretty similar to DMart's model, this model helped DMart become an overnight success story in India with their malls being found left, right and center in most Indian cities today. Hence why, Mukesh Ambani’s digital grocery JioMart is scaling at a pace for its competitors to take a very hard look at their ventures.

JioMart is currently receiving orders at 250,000 per day. At the same time, the old players in the market such as Big Basket is receiving 220,000 per day respectively during the coronavirus induced nationwide lockdown, Bigbasket however has seen per day orders to rise around 190,000 and 300,000 levels respectively. JioMart operates in 200 cities, while Big Basket operates inly in 30 cities.


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A brief about BigBasket

Big Basket is one of the largest online grocery super market in India. The company was founded in 2011 by Hari Menon, VS Sudharkar, VS Ramesh, Vipul Parekh and Abhinav Choudari. It is headquartered in Bengaluru and operates in 30 cities in India. Big Basket offers variety of products such as fresh fruits, vegetable, food grains, oil, masala, poultry and meat, packaged snacks, beverages household supplies including healthcare products.

It has more than 20,000 different from 1000 different brands across its catalog. The valuation of the company is 1.8 billion, reaching the unicorn status. Bigbasket has revenue of around $3.2 million and approximately 4,000 employees. It delivers to various cities in India such as Hyderabad, Mumbai, Pune, Chennai, Delhi, Noida, Mysore, Coimbatore, Vijayawada, Kolkata, Ahmedabad, Lucknow, Kanpur, Gurgaon, Vadodara, Vizag, Surat, Nagpur, Patna, Indore, Chandigarh, etc.

Big basket was launched at a time when India's urban workforce in cities was finding it difficult to allocate time to buy groceries and home essentials. Bigbasket gave its customers a flexibility to place their order anytime and get the things delivered at their preferred time. Bigbasket comes with the promise of having low prices and prompt delivery services.

The logos of bigbasket and jiomart
The logos of bigbasket and jiomart

A brief about JioMart

JioMart is an Indian online grocery delivery service, started as a joint venture between Reliance Retail and Jio platforms. JioMart delivery grocery and daily essential from nearby stores. The platform was soft launched in December 2019. A pilot was launched in selected areas of Navi Mumbai, Thane and Kalyan in April 2020. In May 2020, Jiomart launched in 200 cities and towns in India.

Within a few days of its launch the JioMart Application crossed 1 million downloads. In October 2020, JioMart signed an agreement with Infibeam Avenues. JioMart is an online selling channel format of Reliance Retail Limited. We offer you convenience of shopping everything that you need for your home. The website sells products like fresh fruits and vegetables, cereals, packaged food, bakery and dairy, frozen and pet food, household cleaning items to your specialized beauty and personal care products from a single virtual store.

JioMart is an online grocery store that provides 50,000 plus grocery products at discounts rates at your doorstep through an express delivery system. The company follows the on-demand model. JioMart also avoids using the system of warehousing and partner with local retailers instead. These retailers will source the grocery products and deliver it to the customers. JioMart's app is available for download on Google Play Store and Apple Store.


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Features of Bigbasket

BigBasket has over 10 million customers. While the companies target audience is the working people, students and old people who don’t have the energy to go to grocery stores or to even stand in lines and buy the necessary products. Big basket helps people to browse through a huge variety of quality grocery items. Big basket helps these people to browse through a huge variety of quality grocery items.

BigBasket home page
BigBasket home page

When the customers can order the required products which will be delivery within 90 minutes for express delivery or next morning for slotted delivery. There are three types of delivery systems which are

  • Slotted delivery: Customers can pick a convenient slot when they want their purchase to be delivery.
  • Express delivery: This service can be availed by customers in cities like Bangalore, Mumbai, Pune, Chennai, Kolkata, Hyderabad and Delhi NCR. Delivery will be done within 90 minutes

The company has BB specialty stores: Big Basket has partnership with specialty stores like Karachi bakery. Customers can request a product from the store which will be delivered within 90 minutes. Big basket has acquired 100% stakes in milk delivery ventures Raincan and morningcart. The milk delivery service was branded as BB daily where customers can get milk delivered to their home in the morning everyday through subscribing for a fee.


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Features of JioMart

JioMart will operate on the online to offline business model, it will connect with the local retailers and deliver goods to customers by procuring then from the nearest store located in the customer’s vicinity. This is unlike Grofers and BigBasket that use warehouse model. JioMart helps the correct the unorganized retail sector and help local shopkeepers whose businesses were adversely affected due to competitive pricing and warehousing strategies of online retail stores.

JioMart home page
JioMart home page

In addition to increased sales and margins, these shopkeepers will be equipped with point of sale (PoS) terminals, integrated billing applications, and GST compliance. It will also upskill them in inventory management and supply chain management. The types of delivery services provided by JioMart are:

  • Free home delivery: It will give you the benefit of delivery of commodities at your doorstep by producing it from the nearby store.
  • No minimum value for free delivery: Sites like Big Basket and grofers det up a minimum value of purchase to avail the free delivery.
  • Express delivery: Express delivery means quicker delivery than ordinary services. In the ecommerce segment, it is generally within 24 hours.
  • No question asked return policy: When you wish to return the goods that you ordered online, you are almost always bombarded with unnecessary questions, JioMart will not ask the customer those questions.
  • Big discounts: The platform gives early discount of Rs. 3000, the platform has come up with a promotional strategy of pre-registration wherein people can save up to Rs. 3000 on future shopping.

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Funding and acquisitions of Big Basket and JioMart

BigBasket has received funds worth around $526 million. The investors include Alibaba group, Abraaj Group, Ascent Capital, Bessemer venture partner, Brand Capital, Helium venture partner, ICICI venture, IFC Venture capital group, LionRock Capital, Paytm Mall, Sands Capital management, Sands capital ventures, Trifecta capital and Zodius Capital.

There are also talks about additional funding of around $200million post which the company would be valued at around $900 million. When it come to the acquisition BigBasket acquisition of delyver in June 2015 for an undisclosed amount. Delyver was also an online grocery store and its specialty was using local stores to deliver groceries to people. Now, all business assets of delyver have been merged with bigbasket.

The Reliance Industries has acquired or invested in several companies, which are now under Jio platforms. Some of them Haptik, Embibe, Radisys, Reverie, Grab a Crub, EasyGov, Asteria Aerospace, Tesseract. The companies that have a stake in the Jio platforms are KKR, Public Investment fund of Saudi Arabia, Vista equity partners, Silver Lake Partners, Mudabla Investment Company, General Atlantic, Google and Facebook among others.

Valuation of JioMart and Big Basket

In May 2020, the enterprise value of Jio platform was estimated to be $72 billion. The company was also reported to be valuable than all other businesses of RIL put together. Morgan Stanley has valued the net asset value of Reliance Retail at $29 billion the company estimates the e commerce will account for 15% of all retail sales in India by 2023. Big Basket on the other hand has the valuation of over $1.2 billion.

Big basket raised $300 million in February 2018 as part of its series E financing, which was led by the Alibaba Group. This gave the company a post-money valuation of $850 million. According to market sources, BigBasket is scouting for additional funding of $350-400 million at a valuation of about $2 billion. BigBasket has hence upped growth targets for FY21 by 40-50 per cent.


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Workflow and Navigation of both websites

When it comes to workflow both the websites are similar overall ordering process, you sing up using email and phone number, selection or area or pin number, adding item to the cart, clicking on the checkout button to finally finish the payment process. BigBasket has a much wider variety of categories for products, while JioMart needs to work more in this area. However, JioMart is gets a point as it has the multi search feature. With the help of this feature the user can search multiple products in one go and the combined results will be displayed.

Navigation and search on big basket and jiomart
Navigation and search on big basket and jiomart

Wallet and checkout

JioMart does not have a wallet, it is also difficult choose an option to apply discount vouchers or choose a delivery slot. However JioMart directly refunds to your online payment method in case there is an adjustment later and they also have an option of crediting the amount to your store credit account. In contrast BigBasket provides lots of options during checkout such as the ability to apply a voucher, use balance from the wallet select a delivery slot, etc.


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Storage Levels

JioMart orders are sourced from your nearest retail outlet of reliance Fresh or reliance mart unlike BigBasket which are sourced from their own warehouses. This way JioMart has an advantage that is their sources like Reliance fresh are already established enterprises unlike the Big Basket warehouses, so they didn't have to create their supply chain from scratch. Also, I think their stocks will churn out much faster as both online and offline buyers will buy from the same sources.

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