Gurugram based CityMall eyes to launch fresh grocery deliveries
- ByTejika Bajaj | December 22, 2021
Gurugram based CityMall is preparing to launch fresh grocery deliveries in the next quarter, people aware of the matter revealed, at a time when non-metro cities are turning into a big focus area for new-age e-commerce startups. This accounts for the second attempt by CityMall to enter the fresh groceries space.
The startup had struggled with supply chain issues despite attracting demand the first time around, a person aware of its plans said. CityMall is now working toward building a decentralised supply chain closer to the source and integrating its backend for dry staples and fresh produce, the person added.
The Gurugram-based startup, which focuses on delivering fast-moving consumer goods, fashion, and electronics through a community group-buying model in small towns, is backed by General Catalyst and Elevation Capital. The company is present in 15 districts across Uttar Pradesh, Haryana and Delhi-NCR.
Citymall’s bet on fresh groceries comes at a time when it is in talks to close a $70 million funding round from new and existing backers, sources said. The company has picked up $36.5 million so far.
Furthermore, the announcement is coming in wake of a set of young e-commerce companies foraying into the fresh groceries segment, which they consider to be a high-frequency category or one where a major chunk of the consumer’s wallet share is expected to come from. Many e-commerce giants like Grofers, bigbasket and Flipkart have forayed into this segment recently.
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