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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