The future of online grocery in India; Small-town startups are growing big

Buying online is the new norm. From plane tickets, movie passes, and electronics to basics like food and utilities, there's an app for everything. Even grocery is an online business – a booming one at that. A report by RedSeer Consulting and BigBasket states that India's online grocery sector will be worth $10.5 billion by 2023.

In isolation, that number might not look much but it is a 10X growth from the current market. 

Since 2011, when the saga of online grocery started with first movers ZopNow and BigBasket wowing shoppers by home delivering everything from fresh vegetables to utilities, the sector has seen and been through a lot.

But now, trends tell us that it is non-metro towns that will propel this sector to its real peak. We take a deeper look at the top trends that will define the online grocery sector in India going ahead.

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