Why grocery is next big thing in e-commerce

The Indian e-commerce business is going through its moments of reckoning. The one thing I saw happening while opening the early brick and mortar stores of Foodworld and Reliance Value format, and which I see again with the online business is the incredible feeling of liberation and expression of choice that the customer are displaying to “self-help” shopping, as against the over-the-counter channel of kiranas.

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