Grofers: Will the Hyper Local B2C Model Survive?

Code : GOV0065 Case Length : 8 pages Period : 2014-2016 Organization: Grofers India. Ltd Year :2017 Industry : Automobile			Region : ------- Countries : India Teaching Note: Yes Structured Assignment :---------------
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INTRODUCTION: In January 2016, technology-enabled on-demand grocery & FMCG delivery start-up, Grofers India. Ltd. (Gofors), said in a surprising announcement, that it had downsized its fleet by 10%, i.e., 100 employees from its total 1000-1100 Human Resource count. Further, the well-funded India-based company also revoked 67 job offers made to students from several colleges in the country. Before this, it had shut down operations in 9 cities, . In an exclusive conversation with Inc42 , Kshitij Torka, Vice President, Marketing, Grofers, confirmed the development and said, �We did not see these cities grow at the pace we expected, so we are investing in areas where we are seeing great uptake.� .
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