Daybreak Hari Menon has to save Bigbasket from itself
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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.
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BigBasket's Resistance to Quick Commerce
- BigBasket, a dominant online grocer, was initially hesitant to embrace quick commerce, viewing it as a fad.
- Despite competitors' success with 10-minute deliveries, BigBasket stuck to its slower, more profitable model.
BigBasket's App Redesign
- BigBasket simplified its app by removing the separate delivery option doors.
- Now, quick commerce is the default, with slotted delivery available at checkout.
Tata & BigBasket's Hesitation
- BigBasket's leadership and Tata were initially resistant to fully embracing quick commerce.
- This hesitation stemmed from a belief in their existing profitable model and a cautious approach.