BigBasket enters 18 new tier 2, 3 cities; expands with omni-channel strategy

By

Isabelle Crossley

Published
Feb 4, 2022

Multi-brand retailer BigBasket has entered 18 new Indian cities in tier 2 and tier 3 locations by expanding its e-commerce operations and opening brick-and-mortar stores for its ‘Fresho’ chain.

As part of BigBasket’s plan to open 200 stores by 2023, the business has increased its expansion into non-metro locations with an omni-channel approach. BigBasket’s Fresho stores mainly sell groceries but shoppers can also have any of the products the business retails on its e-commerce store ordered to a Fresho store for in-store pick-up. These product categories range from fashion and beauty to electronics. 
 
“India’s largest online supermarket, has expanded its pan-India coverage in the last one year, and is now delivering in 18 new tier 2 and 3 cities of Bhubaneswar, Guwahati, Jamshedpur, Anand, Rajkot, Ambala, Tiruvallur, Chengalpattu, Raipur, Bhilai, Allahabad, Kota, Kakinada, Nashik, Kolhapur, Rajahmundry, Amravati, and Tumkur,” said BigBasket in a statement, the New Indian Express reported.  

“There has been a change in consumer buying behaviour during the Covid-19 pandemic,” said the business. “The shift is more marked in tier 2 and 3 cities with people choosing to order online primarily for better safety.”

Expecting this trend to continue, the business plans to continue to expand following an omni-channel strategy. 
 
BigBasket, which reports a monthly customer user base of over seven million, opened its first brick-and-mortar store in 2001 in Bengaluru. The business’ current expansion plan is to make its retail services available in as many Indian cities as possible, according to BigBasket’s national head Shashi Shekhar.