How BigBasket Is Trying To Retain Dominance Over DMart Ready, JioMart

Tata Group-backed BigBasket has reduced the pricing gap with products offered by competitors like JioMart and DMart Ready as online grocers wrestle for a bigger share of inflation-wary consumers' weekly shopping.

Similarly, BigBasket effected lower price hikes and higher price cuts on dairy, compared to DMart Ready. Most of these products were not available for Jiomart.

The story remains the same in other categories.

Selective brands in premium biscuits, salted snacks, ketchup and Maggi turned cheaper as companies passed on benefits via offers. There was hardly any change in beverages but BigBasket reduced price gap with DMart Ready in health food drinks segment.

In personal care and hygiene, DMart Ready and BigBasket increased prices of fewer products than JioMart, which raised prices of 50% of the 35 products that were compared. BigBasket narrowed the gap on most items.

Competition is also rising among online grocers as:

• BigBasket offers free delivery for higher cart value.

• JioMart and DMart are making an aggressive push to market their offers and new offerings via various social media including WhatsApp.

• Gowing salience of instant delivery platforms like Blinkit, Zepto, BB Now, JioMart, Dunzo and Swiggy Instamart with young consumers.