AskMe Grocery has tied-up with Mother Dairy to deliver fruits, vegetables, pulses and other staples under its AskMe Fresh category. Ankit Jain, co-founder of AskMe Grocery told FE that the services are live for Delhi-NCR and over next 3-6 months they will be expanding to about 15 more cities including Bengaluru, Hyderabad, Jaipur and Chandigarh.
While grocery delivery companies are moving towards procuring staples, fruits and vegetables under their private label in search for better margins, AskMe Grocery will be entering into alliance for Mother Dairy for fresh groceries.
Mother Dairy, a wholly-owned subsidiary of National Dairy Development Board will be entering into a partnership with AskMe Grocery and offer a product range that includes its dairy products, Safal Frozen, Safal Ambient, Safal Fresh (Fruits & veggies), Safal pulses and Dhara edible oils and reach consumers through AskMe Grocery’s hyperlocal model.
Serving close to 20,000 orders daily with an average ticket size of R1,700, AskMe Grocery earns margin of 10-15% on fruits and vegetables. It is operational in 38 cities so far and plans to grow to 45 cities by the end of March 2017, according to Jain. “Online retailers are increasing their penetration to places where it sometimes becomes a bit difficult to set-up our own infrastructure. With such great opportunities, online platform offers a great platform for brands to evolve along with their consumers. With evolving trend and as a consumer centric organisation, we have recently ventured into the online grocery platform aimed to enhance our presence and reach to masses,” spokesperson at Mother Dairy Fruits and Vegetables said.
“We will arrange pick-ups from the nearest Mother Dairy booths and get the products delivered in 4-6 hours,” Jain added. Currently Mother Dairy operates through more than 750 milk booths and around 350 Safal booths in Delhi-NCR region.