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Daybreak
Hari Menon has to save Bigbasket from itself
Mar 26, 2025
Hari Menon, CEO of Bigbasket and an e-grocery leader under the Tata umbrella, discusses the company's urgent shift towards quick commerce. He reveals how a pivotal email to employees marked a turning point as the brand grappled with its late embrace of fast delivery. Menon shares insights on the challenges of adapting amidst fierce competition from rivals like Zepto and Blinkit. He outlines Bigbasket's strategic plans to expand its dark store network and enhance customer experience, highlighting the vital need for a unique value proposition in a crowded marketplace.
19:07
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Quick takeaways
- Big Basket's delayed shift to quick commerce, previously seen as a fad, has resulted in a significant loss of market share, necessitating urgent adaptation.
- Collaborating with Tata's brands aims to enhance Big Basket's value proposition, but internal competition complicates its ability to effectively compete in quick commerce.
Deep dives
Big Basket's Late Shift to Quick Commerce
Big Basket has recently recognized the necessity of transitioning to a quick commerce model after witnessing significant market movements from competitors like Blinkit and Instamart. The company's previous skepticism regarding the quick commerce trend held them back, as they initially viewed it as a temporary fad rather than a lasting shift in consumer demand. This delay has resulted in Big Basket losing significant market share, dropping to just 9% in an increasingly competitive landscape. The pressure from Tata's leadership reflects a critical need for Big Basket to accelerate its adaptation to quick commerce to regain relevance.
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