Flipkart has now dabbled into the hyperlocal ecosystem in a bid to give competition to the likes of Dunzo and Swiggy. Flipkart said its hyperlocal service, which is called, will also sell mobile phones and stationery items and thus, it will take a step further than Amazon’s quick-delivery service which is essentially only for groceries.
This service will debut in select locations in Bengaluru, as per the company, although the launch date of the same has not yet been announced.
With this new initiative, Flipkart will also lock horns against Alibaba-backed e-commerce firm BigBasket as well as delivery upstart JioMart which has the backing of Mukesh Ambani.
“Hyperlocal capabilities can be described simply as building connections between locally available products and consumers in a particular area. This is a great model for India as households of all sizes are already used to their neighborhood Kirana stores. In fact, Indian families are so comfortable with what we call the ‘hyperlocal context’, that there is a tendency to develop deep, familial ties with vendors, shopkeepers and service providers — now with the convenience of e-commerce,” Sandeep Karwa, Vice-President, Flipkart, said in a statement.
With this new roll out, consumers will be able to place and choose an order in 90 minutes or even book a 2-hour slot as per their convenience. Also, customers will be able to place orders any time of the day and get their orders delivered between 6 am to midnight. The starting delivery fee stands at Rs 29.
“While we start with our dark store (no-walk-in) model, wherein we enable sellers to store inventory close to the consumer; this model has the potential of encouraging local entrepreneurship and enabling new business strategies and partnerships. Today, with Flipkart Quick — our Hyperlocal capability, we have the potential to bring together the whole network of neighbourhood Kirana stores onto our platform with just a click,” Karwa added.