DIGITAL & TRENDS

Online grocery shopping in

India
 Table of Contents

01 Market overview 04 Consumer behavior

eGrocery market GMV in India 2016-2025 03 Most used services in India 2024 21
Market size of organized grocery retail India 2021, by segment 04 Problems experienced when purchasing fresh groceries online in India 2023 22
Revenue of grocery delivery in India 2018-2028 05 Consumer opinion on coping with increased tomatoes prices in India 2023 23
Sales value of online grocery retail India 2016-2030 06 Opinion on coping with increase in pulses price in India 2023 24
Online grocery startup funding in India 2024, by company 07 Customer satisfaction with quick commerce in India 2023, by brand 25

02 Quick commerce 05 Consumer preferences

GMV of quick commerce in India 2019-2023 09 Grocery shopping by store type in India 2024 27
Revenue of quick commerce in India 2019-2028 10 Regularly consumed groceries in India 2024 28
Market share of quick commerce brands in India 2022-2024 11 Groceries & beverages purchased online by category in India 2024 29
Average MTU for quick commerce in India 2022-2023 12 Online grocery & beverage shopping by store brand in India 2024 30
Number of dark stores of quick commerce brands in India 2024 13 Preferred retail channel for shopping fresh groceries in India 2023 31

03 Digital players
Revenue from operation of Zepto FY 2022-2023 15
BigBasket revenue FY 2016-2023 16
Revenue from operations of Blinkit FY 2017-2023 17
Revenue from operation of Dunzo in FY 2018-2023 18
Revenue from operations of FreshToHome FY 2020-2022 19

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CHAPTER 01

Market overview
 eGrocery market gross merchandise value (GMV) in India from 2016 to
2025 (in billion U.S. dollars)
eGrocery market GMV in India 2016-2025

20 19

18

16

14
GMV in billion U.S. dollars

12

10
8
8

4
1.7
2 1.2
0.5 0.7
0
2016 2017 2018 2019 2022 2025*

3 Description: In 2022, the gross merchandise value of India's eGrocery market was eight billion U.S. dollars. A significant increase was noticed as compared to the previous year's gross merchandise value of 1.7 billion U.S. dollars. The GMV for eGrocery market is likely
to increase to 19 billion dollars in India. Read more
Note(s): India; 2016 to 2022; *Forecast Net gross merchandise value (GMV) refers to online GMV (net of returns and cancellations). Read more
Source(s): Redseer
 Market size of organized grocery retail in India in 2021, by segment (in
billion U.S. dollars)
Market size of organized grocery retail India 2021, by segment

25
22.5

20
Market size in billion U.S. dollars

15

10

5.5
5

0
Organized brick and mortar Online grocery

4 Description: In 2021, the market size of the organized B&M (brick and mortar) segment amounted to 22.5 billion U.S. dollars in India. In contrast, the online grocery retail market size amounted to 5.5 billion U.S. dollars during the same year. The overall market size of
organized grocery retail was about 28 billion U.S. dollars in India. Read more
Note(s): India; 2021
Source(s): Redseer
 Revenue of grocery delivery in India from 2018 to 2024, with forecasts
until 2028 (in billion U.S. dollars)
Revenue of grocery delivery in India 2018-2028

70
64.2

60 56.55

48.91
Revenue in billion U.S. dollars

50

40.06
40

30.65
30
22.17
20
15.67
11.34
10 6.36
2.16 3.15

0
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

5 Description: The revenue in the 'Grocery Delivery' segment of the online food delivery market in India was forecast to continuously increase between 2024 and 2028 by in total 33.6 billion U.S. dollars (+109.62 percent). After the tenth consecutive increasing year, the
indicator is estimated to reach 64.2 billion U.S. dollars and therefore a new peak in 2028. Notably, the revenue of the 'Grocery Delivery' segment of the online food delivery market was continuously increasing over the past years. Read more
Note(s): India; 2018 to 2028
Source(s): Statista Market Insights
 Sales value of online grocery retail in India from 2016 to 2021, with
forecast until 2030 (in trillion Indian rupees)
Sales value of online grocery retail India 2016-2030

9
8.04
8 7.51
6.99
Sales value in trillion Indian rupees

7
6.46
5.94
6
5.41
4.89
5
4.37
3.86
4
3.38

3 2.63
2.05
2 1.63
1.24
0.84
1

0
2016 2017 2018 2019 2020 2021 2022* 2023* 2024* 2025* 2026* 2027* 2028* 2029* 2030*

6 Description: The online grocery retail sales value was over three trillion Indian rupees in 2021 in India. The sales value for online grocery retail is estimated to increase to about eight trillion rupees in 2030. The most common grocery item purchased online was coffee
and tea. Read more
Note(s): India; 2016 to 2021; *Forecast. One Indian rupee is equal to 0.011 euros and 0.012 dollars (as of May 2023). Value has been rounded off for clarity. Read more
Source(s): Euromonitor; ORMS Today
 Online grocery startup funding in India as of April 2024, by company (in
million U.S. dollars)
Online grocery startup funding in India 2024, by company

Funding in million U.S. dollars

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000

Swiggy 3,620

BigBasket 1,020

Blinkit 757

Zepto 592

Licious 490

Ninjacart 368

WayCool 342

Country Delight 300

Captain Fresh 199

FarMart 48

7 Description: In April 2024, the online grocery startup Swiggy had the highest funding value of 3.62 billion U.S. dollars in India. This was followed by BigBasket, an online retail platform for multi-category grocery products with funding of 1.02 billion U.S. dollars. Read
more
Note(s): India; as of April 15, 2024
Source(s): Tracxn Technologies
CHAPTER 02

Quick commerce
 Gross merchandise value (GMV) of quick commerce in India from 2019 to
2023 (in billion U.S. dollars)
GMV of quick commerce in India 2019-2023

3.0
2.8

2.5
GMV in billion U.S. dollars

2.0

1.6
1.5

1.0

0.5
0.2
0.1
0.04
0.0
2019 2020 2021 2022 2023

9 Description: In 2023, the gross merchandise value (GMV) of quick-commerce was 2.8 billion U.S. dollars in India. This was an increase as compared to the previous year, when the GMV was 1.6 billion dollars. Moreover, the GMV of quick-commerce had witnessed
consistent growth during the recorded period. Read more
Note(s): India; 2019 to 2023
Source(s): Redseer
 Revenue of quick commerce across India from 2019 to 2028 (in million
U.S. dollars)
Revenue of quick commerce in India 2019-2028

10,000

8,828.31
9,000
7,885.55
8,000
Revenue in million U.S. dollars

6,942.8
7,000

6,000
5,383.82

5,000

4,000
3,349.26
3,000

2,000 1,577.54

1,000 582.56
6.24 44.8 190.18
0
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

10 Description: As of 2024, the estimated revenue of quick commerce amounted to over three billion U.S. dollars in India. The revenue is likely to increase about nine billion dollars by 2028. The addition of quick commerce has changed the e-commerce landscape,
especially in the grocery segment. Read more
Note(s): India; 2019 to 2028
Source(s): Statista
 Market share of quick commerce brands across India from March 2022 to
January 2024
Market share of quick commerce brands in India 2022-2024

Zomato-Blinkit Swiggy-Instamart Zepto

1.2%

1%
15%
24% 28%
0.8%
Market share

0.6% 52% 36% 32%

0.4%

0.2% 40% 40%

32%

0%
March 2022 March 2023 January 2024

11 Description: As of January 2024, Zomato-Blinkit dominated the market, while Zepto showed remarkable growth, increasing its market share from 15% in 2022 to about 30% in 2024. This reflects the dynamic nature of the quick commerce landscape in India, with
brands continually vying for a larger share of the market. Read more
Note(s): India; March 2022 to January 2024
Source(s): HSBC; TechCrunch
 Average monthly transacting users (MTU) for quick commerce in India for
2022 and 2023 (in millions)
Average MTU for quick commerce in India 2022-2023

9
8.2
8

7
Average MTU in millions

6 5.6

0
2022 2023

12 Description: In 2023, the average monthly transacting users (MTU) for quick-commerce was more than eight million in India. This was an increase in the MTU as compared to the previous year. Moreover, the average MTU for quick-commerce grew by 46 percent
during the recorded period. Read more
Note(s): India; 2022 and 2023
Source(s): Redseer
 Number of dark stores of quick commerce brands in India as of April 2024
Number of dark stores of quick commerce brands in India 2024

600

500
500
450

400
Number of stores

340

300

200

100

0
Swiggy Instamart Blinkit Zepto

13 Description: As of 2024, Swiggy Instamart had the highest number of dark stores across India. On the other hand, Zepto had over 300 dark stores in the same year. Dark store is a type of retail establishment that provides products for online shopping. Read more
Note(s): India; April 2024
Source(s): The Economic Times
CHAPTER 03

Digital players
 Revenue from operation of Zepto for financial year 2022 and 2023 (in
billion Indian rupees)
Revenue from operation of Zepto FY 2022-2023

25

20.24
20
Revenue in billion Indian rupees

15

10

1.42

0
FY 2022 FY 2023

15 Description: In financial year 2023, the operating revenue of quick commerce start-up Zepto amounted to over 20 billion Indian rupees. The revenue surged to 14-fold growth in comparison to the previous year. Zepto delivers groceries, personal care, electronics, and
other consumer goods products within ten minutes. Read more
Note(s): India; FY 2022 and FY 2023
Source(s): Inc42
 Revenue of BigBasket from financial year 2016 to 2023 (in billion Indian
rupees)
BigBasket revenue FY 2016-2023

80
74.34
70.95
70
60.66
60
Value in billion Indian rupees

50

40 37.94

30 27.54

20 15.49
10.9
10 5.27

0
FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022 FY 2023

16 Description: BigBasket, an Indian grocery delivery service, reported a revenue of about 74 billion Indian rupees in financial year 2023. A significant increase was noticed compared to the revenue of the previous financial year 2022. Read more
Note(s): India; FY 2016 to FY 2023
Source(s): BigBasket; ENTRACKR
 Revenue from operations of Blinkit in financial year 2017 to 2023 (in billion
Indian rupees)
Revenue from operations of Blinkit FY 2017-2023

30
27.25

25
21.6
Value in billion Indian rupees

20

15
12.8

10
7.24

5
2.36
0.34 0.53
0
FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022 FY 2023

17 Description: In financial year 2023, the Indian online grocery delivery service Blinkit had a revenue of almost 2.36 billion Indian rupees. This was a increase as compared to previous year when the revenue from operations was about 2.36 billion Indian rupees. The
rebranding of Blinkit (previously known as Grofers) was done to focus on the quick commerce services in India. Read more
Note(s): India; FY 2017 to FY 2023
Source(s): ENTRACKR
 Revenue from operations of Dunzo from financial year 2018 to 2023 (in
million Indian rupees)
Revenue from operation of Dunzo in FY 2018-2023

2,500
2,260

2,000
Revenue in million Indian rupees

1,500

1,000

543
500
275 251

1.5 7.6
0
FY 2018 FY 2019 FY 2020 FY 2021 FY 2022 FY 2023

18 Description: In fiscal year 2023, the operating revenue of Dunzo amounted to 2,260 million Indian rupees in India. This was a significant increase as compared to the previous fiscal year when the revenue amounted to 543 million Indian rupees. Dunzo is an online
grocery delivery company which supplies food products, fruits, vegetables, pet supplies and medicines in major cities in India. Read more
Note(s): India; FY 2018 to FY 2023
Source(s): ENTRACKR
 Revenue from operations of FreshToHome from financial year 2020 to
2022 (in million U.S. dollars)
Revenue from operations of FreshToHome FY 2020-2022

16

14 13.53

12
Revenue in million U.S. dollars

10
8.96

4
3.04

0
FY 2020 FY 2021 FY 2022

19 Description: In financial year 2022, FreshToHome reported an operating revenue of above 13.5 million U.S. dollars. There was a significant increase in revenue as compared to the previous year. FreshToHome is an online D2C brand that delivers fresh meat, poultry,
fish, and seafood. Read more
Note(s): India; FY 2020 to FY 2022
Source(s): ENTRACKR
CHAPTER 04

Consumer behavior
 Most used services in India as of June 2024
Most used services in India 2024

Share of respondents
0% 10% 20% 30% 40% 50% 60%

Grocery delivery 60%

Restaurant delivery 54%

Education & learning services (e.g., language courses, IT training) 47%

Fitness & health services (e.g., gym memberships, massages, fitness apps) 43%

Beauty treatments (e.g., hair treatments, manicures, pedicures) 39%

Household services (e.g., handyman, gardener, cleaner) 39%

Buying event tickets 36%

Tax consultation 20%

Dating / matchmaking 19%

Legal consultation 16%

None of the above 5%

21 Description: When asked about "Most used services", most Indian respondents pick "Grocery delivery" as an answer. 60 percent did so in our online survey in 2024. Read more
Note(s): India; July 2023 to June 2024; 4035 respondents; 18-54 years
Source(s): Statista Consumer Insights
 Problems experienced when purchasing fresh groceries online in India as
of November 2023
Problems experienced when purchasing fresh groceries online in India 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80%

Low quality of produce 73%

High prices 56%

Difficult returns/grievance redressal process 51%

Inconsistent stocking/availability 37%

It works well by and large and I don't have issues 12%

Long delivery time taken 7%

22 Description: During a survey conducted in India between September and November 2023, most respondents highlighted the major issue in online grocery shopping as poor produce quality. In contrast, approximately 56 percent of respondents identified high prices as
a significant concern. Read more
Note(s): India; September 1 to November 20, 2023; 11,964 respondents; across 297 districts in India
Source(s): LocalCircles
 Opinions on coping with increased tomatoes prices among consumers in
India as of July 2023
Consumer opinion on coping with increased tomatoes prices in India 2023

0.4%

35%
0.35% 33%

0.3%
Share of respondents

0.25%

0.2%
16%
0.15% 14%

0.1%

0.05%
2%

0%
Have reduced consumption Have reduced consumption Have kept consumption the Have stopped consuming Can't say
significantly partially same and paid more tomatoes

23 Description: According to a survey conducted in July 2023, the increased price of tomatoes across India led to a reduction in tomato consumption for 35 percent of consumers. Tomatoes were mainly cultivated in the states of Andhra Pradesh, Maharashtra, and
Karnataka. Due to unseasonal rainfall, floods, and harsh weather conditions resulted in the hike of tomato prices across the country leading to inflation. Read more
Note(s): India; July 15, 2023; 11,550 respondents; across 342 districts in India
Source(s): LocalCircles
 Opinion on coping with hike in pulses price in India as of June 2023
Opinion on coping with increase in pulses price in India 2023

Cannot say 3%

Have reduced consumption 27%

Have stopped consumption 5%

Have not reduced consumption
and paying more 57%

Have switched to lower priced

brands/unbranded product 8%

24 Description: According to a survey conducted in June 2023, the majority of respondents 57 percent have not reduced consumption and paying for pulses amid rising prices of pulses (tur dal, arhar dal, etc.) in India. By contrast, 27 percent of consumers have reduced
their pulses consumption. Read more
Note(s): India; June 30, 2023; 14,118 respondents; across 320 districts in India
Source(s): LocalCircles
 Customer satisfaction with quick commerce in India between January and
November 2023, by brand
Customer satisfaction with quick commerce in India 2023, by brand

3.0

2.5 2.4
Customer sentiment score (0 to 10)

2.0

1.5
1.5

1.05
1.0

0.5
0.5

0.0
Blinkit Zepto Dunzo Swiggy Instamart

25 Description: Blinkit was ranked the highest with a score of 2.4, between January and November 2023, based on a customer's experience with online grocery delivery platforms in India. In comparison, Swiggy Instamart had the lowest score. However, a rating of five or
over was not given to any of the quick commerce brands. Read more
Note(s): India; January 1 to November 22, 2023; based on 32,000 reviews on Apple and Google app store.
Source(s): Clootrack; Inc42
CHAPTER 05

Consumer preferences
 Grocery shopping by store type in India as of June 2024
Grocery shopping by store type in India 2024

Share of respondents
0% 10% 20% 30% 40% 50% 60%

Supermarket 63%

Online store / online retail 48%

Farmer’s market 34%

Organic food store 32%

Hypermarket 31%

Bakery or deli 28%

Convenience store / kiosk 27%

Drugstore 18%

Specialist store (e.g., butcher shop) 18%

Deli counter in supermarkets 16%

Discount store 12%

Meal kit providers 12%

I do not buy food or products for everyday use 1%

Other 4%

27 Description: "Supermarket" and "Online store / online retail" are the top two answers among Indian consumers in our survey on the subject of "Grocery shopping by store type". Read more
Note(s): India; July 2023 to June 2024; 4033 respondents; 18-54 years
Source(s): Statista Consumer Insights
 Regularly consumed groceries in India as of June 2024
Regularly consumed groceries in India 2024

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

Fruit and vegetables 68%

Rice 66%

Potatoes 53%

Dairy products (milk, yogurt, cheese, etc.) 52%

Eggs 46%

Bread and bakery products 43%

Breakfast cereals 40%

Snacks and potato chips 40%

Candy and chocolate 39%

Ice cream 36%

Dairy-substitute products (e.g., almond milk, oat yogurt) 30%

Pasta 29%

Jam and chocolate spreads 28%

Fish and seafood 24%

Ready-made meals 20%

28 Description: "Fruit and vegetables" and "Rice" are the top two answers among Indian consumers in our survey on the subject of "Regularly consumed groceries". Read more
Note(s): India; July 2023 to June 2024; 4033 respondents; 18-54 years
Source(s): Statista Consumer Insights
 Groceries & beverages purchased online by category in India as of June
2024
Groceries & beverages purchased online by category in India 2024

Share of respondents
0% 10% 20% 30% 40% 50%

Soft drinks & juices 48%

Coffee & tea 44%

Snacks & candy 42%

Fruit and vegetables 40%

Rice and pasta 38%

Dairy products (milk, yogurt, cheese, etc.) 36%

Vegetable or fruit boxes 35%

Bread and bakery products 34%

Bottled water 32%

Breakfast cereal 28%

Ready-made meals 27%

Dairy substitute products (e.g., almond milk, oat yogurt) 25%

Frozen food 24%

Beer (only shown to respondents of legal drinking age) 22%

Fish and seafood 21%

29 Description: "Soft drinks & juices" and "Coffee & tea" are the top two answers among Indian consumers in our survey on the subject of "Groceries & beverages purchased online by category". Read more
Note(s): India; July 2023 to June 2024; 4033 respondents; 18-54 years
Source(s): Statista Consumer Insights
 Online grocery & beverage shopping by store brand in India as of June
2024
Online grocery & beverage shopping by store brand in India 2024

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

Amazon / Amazon Fresh / Amazon Pantry 66%

Flipkart 54%

Bigbasket 44%

JioMart 40%

Swiggy instamart 33%

Blinkit 29%

Zepto 20%

Dunzo 17%

Swiggy Genie 16%

Easyday 14%

DealShare 12%

Walmart 12%

FreshToHome 11%

Licious 11%

Nature's Basket 11%

30 Description: We asked Indian consumers about "Online grocery & beverage shopping by store brand" and found that "Amazon / Amazon Fresh / Amazon Pantry" takes the top spot, while "SPAR" is at the other end of the ranking. Read more
Note(s): India; July 2023 to June 2024; 3544 respondents; 18-54 years; respondents who ordered groceries or beverages online
Source(s): Statista Consumer Insights
 Preferred retail channel for shopping fresh groceries in India as of
November 2023
Preferred retail channel for shopping fresh groceries in India 2023

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

From the local market 45%

From the weekly market near me 21%

From the vendors that come in my area 19%

From online/ecommerce/grocery apps 7%

From organised retail stores 5%

From the wholesale market 3%

31 Description: In a survey conducted between September and November 2023 in India, the majority of respondents reported that they purchase fruits and vegetables from their local market. Additionally, 19 percent of respondents expressed a preference for buying
fresh fruits and vegetables from local vendors in their area. Read more
Note(s): India; September 1 to November 20, 2023; 12,207 respondents; across 297 districts in India
Source(s): LocalCircles
 Sources

BigBasket
Clootrack
ENTRACKR
Euromonitor
HSBC
Inc42
LocalCircles
ORMS Today
Redseer
Statista
Statista Consumer Insights
Statista Market Insights
TechCrunch
The Economic Times
Tracxn Technologies

32