Deep Demographic Dive: Personal Care & Grocery

On average, the Indian ecommerce market skews heavily in favour of males, even online Grocery & Personal care skews heavily towards males while in the office world it is a well accepted norm that females are the main decision makers. Possibly due to traditional hurdles of lower access to devices and fast internet the supply side responded with targeting (communicating to) only the male demographic. A Google study, Towards Gender Equity Online, released in April 2019 says four key factors hobble the presence of women online — access, content and community, privacy and safety.

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Grocery and Personal care  sales is the 3rd largest contributor to overall ecommerce value sales. We analysed more than 280K Grocery & Personal Care items sold on these platforms from the period of April to Sept 2021 and it is interesting to note that the gender wise preferences for platforms are quite different – BigBasket has a clear lead universally!

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So what is Bigbasket doing right? Big Basket is one of the first entrants in the online Grocery space.

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The main differentiator for them has been its swift move from “just in” to  “warehouse” model which helped them with product quality and shorter delivery SLAs.  Over the last 4 to 5 years BigBasket has been coming up with innovations in their whole value chain. For example – The have launched “Express” deliveries to address the instant gratification need. They have also tried to capture the morning milk delivery occasion with decent success in some cities.

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Another two brands to watch out for are Nykaa and Purplle. Nykaa has had an immensely successful IPO and is now building an omni channel strategy. These brands have carved a niche among the young female audiences and possess a very loyal user base. Nykaa also boasts of high AOV around Rs. 1800 which is instrumental in making it an profitable platform.

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Keep watching this space for more interesting trends and insights on Indian ecommerce and online space.

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Blog written by : Anupam Asthana

Date: 22 Apr 2022

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Vumonic Datalabs is a global consumer intelligence platform. We provide high quality, deterministically linked, large structured data that can be used to derive deep consumer,  business and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in a privacy secure manner via large global panels.

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