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decided against a heavy capital investment. It opted for a lean set-up with the following features:
1. It decided against both marketplace model and inventory based model. The rationale behind
the move is to maintain the quality image of the brand and at the same time protect the firm
from any demand fluctuations. A mix of warehousing and sourcing from wholesalers,
distributors and Cash-and-Carry stores along with a partial Just-In-Time ensures that the
initial capital investment is reduced by as much as 70%. The feeder vehicles accumulate all
the orders at the warehouse. From there individual vehicles deliver the products. Multiple
modes of sourcing are also key in improving product availability. LocalBanya now has just-intime partners to provide fresh vegetables and fruits apart from 100 strategic tie-ups with key
retailers across Mumbai. They also have partnered with niche offline retailers like
Breadkraft, Bagelwala & Shor Sharaba. Local Banya has a differential revenue-sharing model
with each retailing partner, depending on the brand and category purchased. EkStop buys
directly from manufacturers while BigBasket follows a marketplace model.
2. Efficient structuring and mapping of the delivery area to enable effective coverage across
areas.
3. Use of leased delivery vehicles instead of purchasing a fleet upfront. This allows substantial
initial savings.
4. In-house delivery personnel. This improves the control of the firm on the last leg of the
delivery.
5. Heavy use of data analytics for predictive modelling to forecast supply demand patterns,
especially groceries procured from local vendors.
6. Constant monitoring of the entire product stock by maintaining all inventory online.
LocalBanyas delivery radius is from Colaba to Dahisar, Mulund to Deonar in Mumbai, Hiranandani to
Kalwa in Thane and from Dighe to Seawoods in Navi Mumbai. The warehouses are strategically
located at Goregoan and Rabale in Navi Mumbai. A third warehouse is being planned at Kurla from
the recent fresh round of funding.
Today, Local Banya has just-in-time partners for fresh fruits and vegetables, and 100 strategic tie-ups
with retailers across the city. They also partner with offline retailers such as Breadkraft, Bagelwala
and Shor Sharaba, which are niche stores. Local Banya has a different revenue-sharing deal with
each retailing partner, depending on brand and category. It has warehouses in Goregaon (E) and
Rabale in Navi Mumbai. The funds will be deployed across 18 months for technological innovation in
handling the supply chain, setting up a third warehouse in Kurla (in Mumbai) and distribution
This requires a lot of data analytical work as well when it comes to forecasting supply demand
patterns, especially in the case of perishable groceries.
We currently have a fleet of over 20 tempos that handle all daily deliveries across the city.
While Ekstop and Bigbasket buy directly from manufacturers or follow a marketplace model (where
it acts as a facilitator between sellers and buyers), Localbanya buys from FMCG firms, wholesalers
and others.
Here's the really tricky part - surviving in a failed market. After extensive market research, Local
Banya decided against an inventory-based model, nor would it invest in delivery vehicles.
LocalBanya has adapted a lean business model that relies on a convenient mix of warehousing and
cash-and-carry. This has reduced the start-up's dependence on capital-intensive operations and
enabled it to put in place a thoroughly efficient supply chain.
"People come to us for a wide selection of goods (otherwise, they will have to visit 2-3 stores to
make a purchase), convenience and great pricing. We deliver that convenience with exceptional
levels of customer service, preferred delivery times, same-day deliveries, fresh produce and efficient
& reliable suppliers. We also take product suggestions from our customers and ensure that the
products are online in a fortnight," details the LocalBanya team. The procurement model includes a
convenient mix of warehousing and just-in-time (JIT) deliveries from a host of suppliers including
FMCG companies, cash-and-carry outlets and other distributors
But what matters most is the lean infrastructure set-up for reducing asset liabilities.
Competition abounds in online grocery retail space but containing cash-burning is most crucial when
it comes to inventory, supply chain and logistics. Streamlining the supply chain and inventory
management is an uphill task but a lean procurement set-up, use of leased delivery vehicles, inhouse delivery personnel (for ease of management) and a well-structured region mapping that
enables effective coverage of the city have helped the start-up cut down on costs.