A Summer Training Report On

“Grofers and Its Working Management”

GROFERS

BHAGAT PHOOL SINGH MAHILA VISHWAVIDYALAYA

KHANPUR KALAN, SONEPAT

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 DECLARATION

I, Ajayshera Goyat of 3rd semester (MBA), hereby declare that the project titled “Grofers and
Its Working Management” prepared under the guidance of Mrs Harshita submitted in the partial
fulfilment of the requirement for the summer training. “Grofers and Its Working Management
is my original work and the project report has not been submitted for the award of any other
degree/ diploma in any other university/ institution.

Undersigned Authoritative Signature

Ajayshera Goyat Mrs Harshita Khanna

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 Acknowledgement

I wish to express my deep sense of gratitude to Mr Ram for permitting me to do the training.

I would like to express my heartful thanks to Mrs Harshita Khanna Faculty in Finance
Department, Grofers Gurugram for the necessary cooperation extended to me in doing my
project.

With immense pleasure, I would like to express my sincere thanks and gratitude to Grofers
India Pvt Ltd, Gurugram and all the members for providing necessary information during my
project period.

The purpose of summer training is not only doing a project, but to have a first-hand insight and
exposure to the Organization. It not only helps in enhancing academic knowledge but also to
let us know how to put the academic knowledge into a practical application in the working
environment.

The work culture and every department of the organization is well designed. The goals of
Grofers are predefined and achievable. Under the company working culture has friendly and
supportive managers.

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 Table of Contents

S.no Contents

1 Introduction of company

2 Objective of the study

About Grofers

History

About founders

Investment

Working of Grofers

3 Mission and Vision of the company

4 Research methodology

Research

Methodology

Data Collection

5 Data analysis and interpretation

Charts

6 Recommendations

7 Conclusion

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 Executive Summary

This project overall is very important learning for me, it helped me to understand the various

aspects of working of an organisation. How the company works, what key points are

considered by the company.

Firstly, I have explained an introduction to Grofers, and its funding and investors details.

Secondly, I have mentioned the mission and vision statement of the company.

Thirdly, I have explained the business model and working of the company.

And at last I have mentioned the recommendation and conclusion on the basis of research

done.

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Introduction

Before discussing about Grofers we should know what company is, how it is formed, how does
it work? A company is a voluntary association formed and organised to carry on a business. A
company is of different types like sole proprietorship private limited company, public limited
company.

Grofers is an Indian online grocery delivery service. It was founded in December 2013 and is
based out in Gurugram. Grofers is originated from the two words “grocery gophers”. Grofers
is India’s largest low -price online supermarket in the grocery space. The company uses its in-
house technology platform to manage a network of over 5000 partner stores that enable the
company to run a fast and lean supply chain from manufactures straight to customers in 16
cities namely Delhi, Gurugram, Noida, Mumbai, Bengaluru, Pune, Kolkata, Ahmedabad,
Chennai, Hyderabad, Jaipur, Lucknow, Ghaziabad, Kochi, Faridabad, Madurai, Bhuvneshwar
and Kanpur. Customers of the company use a mobile application to order groceries online..
Grofers utilizes its efficient supply chain to deliver over 25 million products to customers every
month. Grofers employees the secure the items from their warehouse and deliver the items to
the consumer. The delivery may be scheduled for any time of the day.

Company Name Grofers

Type of business Private

Founded December 2013

Headquarters Gurugram, India

Founders Saurabh Kumar and Albinder Dhindsa

Services Online Shopping

Logo

Tagline SuperSavings ka SuperMarket

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 Objective of the study
I started my management training with Grofers as a talent acquisition and I have got the topic
“Grofers and its Working Management” as a project report. I worked with Grofers for 58 days.
Within this period, I have got the broader knowledge in finance field as well as got to know
the company more closely.
Here in Grofers, I worked as an individual as well as in team through which I learned lot things
that will be helpful in my future working career. Here, I have learned the practical use of the
knowledge I have gained till now. Now we will first discuss about the company and then what
I have learned here.

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Grofers is a low-price online supermarket that allows consumers to order products across
categories like grocery and staples, beverages, personal care, homes and kitchen, furnishing
and home needs, household needs, breakfast and diary needs, baby care, pet care, meats and
sea food and get them delivered to their doorstep.

History

Grofers was founded in December 2013, 5 years ago. Grofers started operations as a B2B
delivery service that acted as a bridge between large sellers and local retail stores. Later, the
founders realized that there was a significant gap between local retail stores and end customers.
It often happened that local retail stores were too busy to attend to home delivery need of end
customers or they did not have the product the customers was looking for. Aiming to resolve
such problems, which would benefit both retail stores and customers, Grofers was launched as
B2C online marketplace. Grofers started with a small team , but it has now grown to more than
1000 employees. Grofers has registered a significant growth in its user base, with more than 3
million app downloads on iOS and Android.

About the Founders

Saurabh Kumar is the founder of Grofers and he had earlier worked at Rasilant Technologies,
as the Chief Operating Officer (COO). He received his education from IIT Bombay and
University of Texas at Austin.

Albinder Dhindsa is the co-founder and CEO of Grofers and earlier he had worked with
Zomato as the Head of International Operations. He is an engineering graduate from IIT Delhi
and holds an MBA degree from Columbia Business School. Albinder, unlike most other

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upcoming businessmen/women, was an accidental entrepreneur, who had absolutely no
intentions of getting into business, but because he saw a huge gap in the market along with a
lucrative opportunity, he simply couldn’t control his urges to jump on to the entrepreneurship
wagon.

Investment

The topics covered here are funding, investors, tie-ups.

Grofers has received funding worth around $ 165 million. Investors include SoftBank, Tiger
Global Management, and Cyriac Roeding. Experts feel that Grofersinnovative business model
has the potential to achieve the tag of ‘Unicorn’, a company that is valued at more than $ 1
billion. The latest investment round includes the $60 million that the grocery e-trailer had raised
in February. Grofers’ valuation, which was pegged at $500 million after the first tranche came in,
is expected to have jumped to $600-$700 million after the latest infusion, sources in the know
told ET.

Funding Rounds

Announced Date Transaction Name Number of Investors Fund Raised

8-Dec-14 Seed Funding 1 $500K
26-Feb-15 Series A 2 $10M
14-Apr-15 Series B 2 $35M
26-Nov-15 Series C 5 $120M
25-Oct-17 Series D 1 $14M

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 16-Mar-18 Series E 3 $61.5M

Investors
 Sequoia Capital
 Tiger Management
 SoftBank Group
 Yuri Milner
 Cyriac Roeding
 Metro AG
 Grofers International

Acquisitions
Till now, Grofers has acquired three companies. In April 2015, Grofers acquired Delhi-based
MyGreenBox, which was an app-based grocery delivery platform. The acquisition
allowed Grofers to strengthen its position in the app-based grocery delivery segment. In
October 2015, Grofers acquired Spoonjoy, which was a food delivery app and Townrush, a
B2B logistics service provider. Both these companies were based out of Bengaluru.

PRODUCTS

 Fruits and Vegetables

 Grocery and staples
 Beverages
 Home and Kitchen
 Household Needs
 Personal Care

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  Breakfast and Dairy
 Noodle pasta and Instant Food
 Sauces
 Jams
 Condiments
 Baby and Kid
 Organic and Gourmet
 Pet care
 Sea Food
 Meat

Grofers provide lowest-priced products in different cities guaranteed on Patanjali, Aashirvaad,

Pampers, Maggi, Saffola, Huggies, Fortune, Nestle, Amul, MamyPoko Pants, Surf Excel,
Ariel, Vim, Haldiram’s and others.

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Marketing Mix
Product :-

It allows its customers to customize the delivery time. Grofers sells product in the
categories Fruits and Vegetables, Grocery & Staples, Beverages, Home & Kitchen, Household
needs, Personal Care, Breakfast and dairy, Noodles pasta and instant food, Sauces, Jams and
Condiments, Baby and Kids, Organic and Gourmet, Pet-care and Meats and Seafood. Grofers
follows a product adaptation strategy in its marketing mix due its hyperlocal business model.
Grofers has made tie ups with brands like Patanjali and Nestle. The company is offering fruits
and vegetables under private label while using inventory model which is a shift from its strategy
of hyperlocal model of operations.

Place :-

Grofers is an e-commerce organisation whose network is spread to several parts

of India. It is served by a highly efficient workforce that includes nearly two thousand
employees. Its operations were spread to twenty-six cities but the company has halted its
operations in nine of them to make its operation count currently to seventeen cities. Mumbai,
Kolkata, Pune, Lucknow, Jaipur, Hyderabad, Delhi NCR, Chennai, Bangalore, Ahmedabad
and others and places where workings have been stopped are Visakhapatnam, Rajkot, Nashik,
Mysuru, Ludhiana, Kochi, Coimbatore, Bhubaneswar and Bhopal.

Price:-

Grofers is a business model that has been established to help people meet their specific
demands especially working class, who do not have the required time to go for daily shopping.

Promotion:-

The company has launched a mobile app and has decided to connect with its customers in social
media via platforms like Twitter and Facebook. Some of its incentives include 15% cashback

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per transaction but the cashback had a limit of rupees 200 maximum, 100 rupees cashback on
the usage of MobiKwik wallet and 25% cashback on daily items

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Mission and Vision

Mission
Grofers seeks to make grocery shopping more convenience and efficient for consumers in
India, offering an online grocery ordering platform to customers across the country’s major
metropolitan areas.

Vision
“To build out our network to all top cities so that consumers anywhere can rely on Grofers to
get quick deliveries to their doorstep from trusted local retailer,”

We can say that Grofers aim is one stop for all your daily needs. Grofers is a low- price online
supermarket that allows you to order products across categories like grocery, vegetables,
household care and many more.

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Business Model

Grofers is a Hyperlocal On demand logistics system. The core service of Grofers is to deliver
grocery, fruits, vegetables and much more daily use household items to you within few hours.
Grofers does not own any grocery store or have no warehouses.

The company partners with grocery stores in the city and the delivery boys pick the items from
those stores to fulfil the customer’s order. You can place your order through the mobile
application using your Android or iPhone or you can go to Grofers website through your
desktop.

Working of Grofers
Grofers utilizes its efficient supply chain to deliver over 25 million products to customers every
month. Most of these products belong to the company’s 8 in house brands namely Grofers
Happy Day, Grofers Happy Home, Grofers Mothers Choice, Grofers Happy Baby, G Fresh,
O’range and budget brands Savemore and Havemore.

In an on-demand business like Grofers, logistics is a critical operational capability that helps
in ensuring a good customer experience. Moreover, it continuously strives to improve delivery
systems to meet promised delivery times in a cost-efficient manner to have better financial
health.

Grofers supply chain transports processed orders from warehouses to its aggregation centres to
combine Groceries and Fresh items of the order and then to a customer’s delivery location.
However, in a country like ours, this may not be as easy as it sounds.

Typically, customer orders for groceries vary from daily consumption to a weekend party that
they would be hosting. That means an order can weigh anywhere from 1 kg to 55 kg (trust
me!). The customer can also be in any part of the town with varying delivery time. For
delivering the order, a typical logistics fleet will have delivery executives on bikes and larger

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vans such as the Eeco. Vans can deliver multiple orders in one go but one needs a bike for
delivery in congested areas like Chandni Chowk of Delhi where vans cannot navigate easily.

In a basic set-up, the delivery executives will be given a list of orders with customer details. It
is for them to decide, on their own, which route to take to make on-time deliveries. So, the
problem is then to balance the orders as per van or bike capacity in the fleet, as per weight and
location, to efficiently meet the delivery time promise made to the customer.

It’s technology which helps to solve this daunting puzzle.

It has built a route planning system to plan all customer deliveries in an optimal manner, by
taking into consideration various parameters such as like Delivery SLA’s, order weight and
minimum distance.

Geocoding is an intricate part of the logistics puzzle in identifying a customer’s location to

build an optimal route. A geocoder provides the delivery man with accurate drop locations that
result in faster deliveries. They continuously clean up the customer addresses to make them
more accurate.

They use Google Optimization tools (OR Tools) to solve combinatorial optimization problem
for route generation and Open Source Routing Machine (OSRM) for distance calculation
between two coordinates and geocoding. Deliveries are scheduled prior to the actual day of the
delivery, giving our systems the input required to provide logical route planning and load
balancing solutions. Now after the magic in the background, our operations team brings the
curtains down.

Based on the routes generated, the orders are sorted and segregated at the aggregation centre
to ensure easy dispatch. Orders are stacked in the sequence of actual deliveries. Once loaded
in the van, they are stacked in a LIFO manner i.e. crates of first customer to be delivered are
stacked at the end. This saves crucial time in servicing a customer as per delivery slot.

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At the pre-defined cut off time before scheduled delivery, our delivery executive gets the route
orders on his app

Once the delivery executive picks up all the assigned orders, he is shown the in-app routing
sequence for delivery. The customer is also notified on dispatch and can track the order status
on his/her app.

Grofers currently deliver in slots of 2 hours each. So for a order with a promised delivery time
of 8 am to 10 am, our executive can reach at any time within this period. They understand that
customers lead a hectic lifestyle and might have other plans and may want to be further aware
of the time of delivery.

To provide visibility of order status and expected time of delivery, in our latest version of
consumer app we keep you updated on the state of the current order and estimated time of
delivery. Based on the delivery executive’s location and orders’ pipeline before reaching your
location, we calculate the Estimate Time of Delivery (ETD) based on the current traffic
situation.

Along with optimization on the delivery process, we also ensure that products are handled well
in transit. Typically, a Grofers order will have groceries, fresh produce and refrigerated items.
Grocery and fresh items are packed in barcoded crates. Cold items are kept in barcoded ice
boxes. For better visibility to the delivery executive on all items, his app shows the number of
crates and iceboxes to be delivered as well as handling details for each item, so that he doesn’t
forget to pick or deliver any item.

There’s more! Before taking a customer’s signature as proof of delivery, the executive cross-
verifies the list of items being delivered to the customer. We want to ensure that the items
delivered meet your expectations, so the executive performs a Quality Check at your doorstep.

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He would open the sealed crate and do the inspection. If any item doesn’t match your
expectations, he would initiate the refund right there. Our team reviews all such instances to
figure the root causes and takes measure to prevent them.

They understand our delivery executive is our only touchpoint with most of us and he
represents Grofers at your doorstep. It invest a lot in training their executives through online
and offline mediums in order to provide us with a better customer experience. To this extent,
he is mandated to undergo offline training which is reinforced through training videos that are
sent to him.

Payments

Company have adopted various kinds of mod of payment namely:

 Cash on delivery
 Paytm
 Mobiwik
 Card
 Net banking
 Grofers cash
 Sodexo

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SWOT Analysis

Strengths
• Powerful Application
• Investor are Powerful
Softbank, sequoia capital & Tiger Global
• Application
Real time Track Your Order
• Chain System Is Power Full Compare to Other
• Product Category
• Marketing Strategies is Good
• Less Timing to Delivering Products
• Utilization of their Delivery Infra is more effective.
• They work hyper local and hence can do delivery faster. Also being hyper
local, their Deliveries ( Count) per Delivery boy is very high.

Weakness
•Not Purchase On website
•Windows app is not available

Opportunity
Start Retailing Business Start on Small cities like Gandhinagar(Not only
Metros)
GROFERS can Collaborate with many Branded company. Opportunity in
Arabian Country's.

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Threats
• Pappertap.com
• Bigbasket.com
• Flipcartnearby.com
• LocalBanya.com
• Oldstore.com
• Zopnow.com
• Aaramshop.com
• Fram2kitchen.com
• Local Stores & markets & malls

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Competitors
Grofers is facing tough competition from other online grocery delivery platforms such as
BigBasket. Leading e-commerce players such as Amazon India, Peppertap, Zopper, Zopnow
etc

1) BigBasket

Bigbasket is India’s largest online food and grocery store. With over 18,000 products and over
a 1000 brands in their catalogue. A customer will find everything they are looking for. Right
from fresh Fruits and Vegetables, Rice and Dals, Spices and Seasonings to Packaged products,
Beverages, Personal care products, Meats – they have it all.
Choose from a wide range of options in every category, exclusively handpicked to help us find
the best quality available at the lowest prices.

2) Zopper

Zopper is a hyperlocal marketplace that helps consumers to find products and check offline
prices. The Company connects buyers with electronic stores in their neighbourhood. Using the
Zopper's app, users can discover, compare and purchase various electronic products from their
homes and offices, and get the product from their nearby stores.

3) Amazon

Amazon is an American multinational technology company based in Seattle, Washington that

focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence. It is
considered one of the Big Four technology companies along with Google, Apple,
and Facebook. The company initially started as an online marketplace for books but later
expanded to sell electronics, software, video games, apparel, furniture, food, toys, and
jewellery. In 2015, Amazon surpassed Walmart as the most valuable retailer in the United

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States by market capitalization. In 2017, Amazon acquired Whole Foods Market for $13.4
billion, which vastly increased Amazon's presence as a brick-and-mortar retailer.[18] In 2018,
Bezos announced that its two-day delivery service.

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 Research Methodology

Research Methodology
RESEARCH is a ‘careful investigation or inquiry especially through search for new facts in
any branch of knowledge. Or we can say it is the systematic investigation into and study of
materials and sources to establish facts and reach new conclusions.

Methodology of study
The project is a systematic presentation consisting of the problems, formulated hypothesis,
collected facts of data, analysed facts and proposed conclusions in form of recommendations.
The data have been collected from both the sources primary and secondary sources.

Data Collection

1) Primary Data

Primary data is collected from the questionnaire response provided by different respondents.

2) Secondary Data

Secondary data is collected from different websites, going through the records of the
organization etc. It is the data which has been collected by individual. Or in the other words
we can say that secondary data is the data used previously for the analysis and the results are
undertaken for the next process.

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Kinds of Research

The research done by: -

Exploratory Research

This kind of research has the primary objectives of development of insights into the problem.
It studies the main area where the problem lies and tries to evaluate some appropriate course
of action.

Sample Design
A complete interaction and enumeration of all the employees was not possible so a sample
was chosen of 20 employees. The research was taken very carefully to avoid any kind of
biasness while collecting the data.

Analysis Tools
The data collected from both the sources is properly analysed and interpreted in the systematic
manner with the help of statistical tools.

Research Design
A research design is the set of methods and procedures used in collecting and analysing
measures of the variables specified in the problem research. The design of a study defines the
study type and sub-type, research problem, hypotheses, independent and dependent
variables, experimental design, and, if applicable, data collection methods and a statistical
analysis plan. A research design is a framework that has been created to find answers to
research questions.

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What is study about?
What is study being made?
What type of data is required?
Where can the required data be founded?
What will be the sample design?
Whom to select as a sample?
How to apply the tools?

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 Data analysis and Interpretation
Question 1. Where do you tend to buy groceries from?
Mode

Online Offline Both I don know any grocery shopping

The above chart shows that most of the people still prefer doing grocery shopping
from both the modes online as well as offline. People are still not aware or they
don’t prefer online mode for buying their requirements.

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Question 2. How often do you do your groceries shopping online?

Time

Weekly Monthly Every Few months Never

The above chart shows that rather than buying daily people prefer to buy
weekly or monthly, those who do shopping online most of the time. People
under the category ‘every few month’ may be shopping sometimes online
and sometimes offline.

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Question 3. Which grocery shopping app you use?

App

Bigbasket Grofers Amazon Godrej

The above chart shows that BigBasket is the biggest rival of Grofers.

People still prefer to buy from BigBasket rather than other apps.

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Question 4. Which of the following describes best about your online retailer?

Facilties

Service Price offered Products available Others

The above chart shows that most of the people that are using different apps
just because of the service and price policy of that particular app.

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Question 5. In comparison to the other outlet, please rate Grofers in quality
of fruits and vegetables.

Quality

Is better than others No difference Is poorer I have not bought

The above chart shows that about half of the sample is satisfied by the quality
of fruits and vegetables offered by Grofers.

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Question 6. In comparison to the other outlet please rate the Grofers
according to price of the products.

Price of products

Has lower price No diffrence Has higher prices

The chart tells us that people find the pricing of products low. Which shows
that they are quite satisfied by the price of the products.

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Question 7. Please name another outlet from where you buy groceries.

Other Outlet

Amazon BigBasket Easyday Retails stores

This chart shows that Bigbasket is still leading. Although percentage of retail
stores and amazon is also good but Bigbasket is above all.

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Question 8. How likely you would suggest Grofers to family and friends?

Suggestion
6

0
1 2 3 4 5 6 7 8 9 10

Suggestion

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Question 9. What is the best thing of the Grofers in comparison to another
Outlet?

Comparison

Products offered Price Policy Service provided Nothing

Pricing policy is the service which has attracted the customers the most.

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Question 10. Any suggestion for Grofers.

Most of the respondents said that

Delivery slots should be increased

There should be an option of quick delivery

Product quality should be improved, and

Products availability should be increased.

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Recommendations

To succeed and grow more bigger the company should provide more delivery slots. And it

should provide the option for quick delivery for the customers as is was above said company

understand the requirements and the busy schedule of the customers.

The company should maintain its low-price policy because it attracts the customers the most

and product quality should be improved

It should launch windows app as soon as possible because it can reduce the competition and
quick delivery should also be started.

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 Conclusion

Working management as being one the major topics is required by most of the organization.It

helps the company function smoothly. The business model adopted by Grofers helps them to

deliver their products faster which provides greater satisfaction to the customer and this attracts

the others too. At the end conclusion which arises is that Grofers is still a rising brand, but it is

facing a stiff competition by BigBasket. Grofers must adopt such policy which helps the

company to grow more stronger in comparison to its rival companies.

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