Indian Hyperlocal Market – Stay Rooted in the Local

Learning from my hyperlocal eCommerce startup bhaaiji.com in an Indian Tier 3 city

Staying rooted deep into the consumption cycle, the neighborhood store ecosystem forms the basis of commerce in India. Stepping out of the world of internet (which is actually still a bubble in India with internet penetration of 19.19% ) the actual scenario of an average Indian family revolves around small debts, personal connections, empathetic relations and keeping the savings hidden for special occasions.

Indian eCommerce giants are effortlessly bleeding cash to gain insight as well as make a permanent name in the above cycle. Considering the “do anything or everything” attitude of these companies, brick and mortar sotres of collection points is the next deal for them to gain more and more GMV for the game of valuation.

Why talk about Hyperlocal?

Now Why talk about Hyperlocal?? A term that didn’t exist to the fullest of its meaning a couple of months ago defines a well sorted out market today. Hyerlocal is the only answer when you step out of the inflated bubble of tech enabled markets of Tier 1 Cities. Hyperlocal market place, connects well, services without major hiccups and caters to the need of a household on a micro level without making blunders on scale. considering the needs might vary from place to place.

bhaaiji.com  – a hyperlocal startup

In my recent experience with bhaaiji.com  – a hyperlocal startup that we began working on almost 10 months ago, I have learnt a lot about basic behavior of a consumer when they get to chance to make a choice between going to a store to look and feel grocery or veggies or anything they need before buying it and just tapping their smartphone screens to place and order and voila!!! Free Home Delivery!!

hyperlocal market

It was rather an unconvincing change from the rigid mindset to a welcoming act towards the online era for our early customers when they got to know of something like bhaaiji.com “Your Local Delivery Boy”. The numbers look all scattered at times and make a lot of sense sometimes. Like going into the market to observe and make changes according to what suits the customers and building initial processes, we kept the leash rally loose to experiment and gain more insights. The numbers and inferences have been different month on month and week on week. Let me list a few factors that a hyperlocal startup must take care of while expecting the unpredictable.

Planning a Hyperlocal startup?

  • India is a land of festivals, the demand is expected to spike up, but it’s very important to keep a close eye on what products are in demand? Are people already purchasing them online? Are these products easy to procure and lookafter?
  • What is your target audience? In hyperlocal scene, the target audience faces a divide as small as a block. Different blocks house people with different purchasing capacity, hence varied requirements.
  • Demography defines what you sell!! It also sets your target time of delivery, cost of shipment and allied purchases. You might connect services/ goods as upsells depending upon the demography. A young girl would find a tiara as an upsell with a cake but for a 40years+ matured guy, tiara as an upsell with a cake would be out of proportion.
  • Weather and seasonal climatic changes play a mighty role in planning your future product strategy and logistics. Indian states with heavy monsoon forecasts for months to come forge way to spikes in the demand for specifics. While operational in Shimla, a hilly town, we at bhaaiji.com are planning to encounter the odds of snow and chill, which further call for specific kind of requirements ranging from grocery to cosmetics.

There are many more factors which are shaping up the Indian Hyperlocal Market which brings a diverse set of challenges and problems to be solved. While thinking of expansion at bhaaiji.com , we are preparing ourselves for the next set of challenges once we master the ones in Shimla and similar places.

 

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Anuj Sharma

I am based out of Shimla. Writing is my passion, and a part of my livelihood. I started writing here almost 3+ years ago and couldn't stop ever!! Apart from Twalkitout, I run an E-Commerce consulting Company named Omex E-commerce Pvt. Ltd. out of Shimla.

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