Amazon India’s new ad targets customers who’ve never shopped for groceries online

“These vegetables, soap, flour… I have never done it,” reveals Priya’s partner, as the two go through their soon-to-be kitchen. It turns out that neither has Priya.

What do they do now? How will they get their hands on groceries? Well, it’s quite simple. They can order the groceries from Amazon India.

The e-commerce giant’s new ad on its grocery offering is for the young couple, who usually go to the kirana stores and sabji mandis to get their grocery fix. Technology, however, has made things easier for them now.

The ad also mentions three benefits Amazon India’s grocery customers stand to gain: super savings, badhiya (excellent quality), and fast delivery.

Most people will remember this old ad from the e-commerce firm regarding groceries.

Buying groceries online is the buzziest category right now. As per RedSeer Consultancy, e-grocery will be three per cent of the total grocery opportunity by 2025, with a market size of approximately $24 billion.

You’ve got online grocery specialists, like BigBasket and Grofers. General e-commerce and food delivery players (Amazon, Flipkart, Swiggy, Zomato, etc.) have launched grocery horizontals.

Then, there are e-commerce brands focused on a single category, like meat (Licious, Meatigo and Fresh2Home). Hyperlocal players (Dunzo and Instacart), and the brick-and-mortar supermarkets (Big Bazaar, JioMart, Spencer’s, StarQuik, Nature’s Basket, DMart, etc.) now offer online delivery.

How do these players differentiate themselves? Is it the speed of delivery, ease of ordering, or stock availability? That’s exactly what we asked a few players in a story last month (link above).

Meanwhile, Amazon India’s arch-rival Flipkart had released an ad for its grocery offering, in which it brought back the ‘kidults’.