Grofers’ loyalty programme called Smart Bachat Club, which lets members avail low prices for grocery, has already crossed 50,000 subscribers.

Grofers to cross Rs 100 cr GMV on the back of its loyalty program launch
Atom Online Grocery Tuesday, January 23, 2018 - 17:19

Online grocery player Grofers has launched a loyalty programme called Smart Bachat Club. This subscription-based membership programme allows users to sign up for a tenure ranging from 1 month to 12 months. Once signed up, members can avail low prices at par with wholesale prices.

According to a statement from the company, this is the first loyalty program of its kind for any online grocery player in the country and has already crossed 50,000 subscribers. On the back of this success, Grofers says that it will be crossing Rs.100 cr GMV in the month of January 2018.

The Smart Bachat Club membership, which entitles users to priority customer support, will be available in the 13 cities Grofers is present in. These are Delhi, Mumbai, Bangalore, Gurgaon, Noida, Kolkata, Hyderabad, Chennai, Pune, Ahmedabad, Lucknow, Kanpur and Jaipur.

“Smart Bachat Club is the first loyalty program of its kind for any online grocery player in the country. We are overwhelmed by the early response with over 50,000 subscribers already enrolled into the club. On the back of this success, we will be crossing Rs.100 cr GMV in the month of January 2018. This will be a fourfold growth for us in monthly GMV since February 2017,” Albinder Dhindsa, Co-founder and CEO of Grofers said.

Currently available only to Android users, to sign up for the loyalty program, users need to add the membership plan to their cart while shopping. Pricing starts from Rs 49 a month, going up to Rs 449 for a year.

“A natural extension of our brand platform of ‘smart shopping’, Grofers Smart Bachat Club is a step towards realizing our vision. It helps our customers unlock even lower wholesale prices on the already low prices on the platform. From a business perspective, it would help fuel retention in addition to creating more stickiness for brand Grofers,” Prashant Verma, Head of Marketing, Grofers said.

Grofers has seen a turnaround over the past year after it pivoted from the aggregator model to a hybrid model, which is a mix of investor-led and hyperlocal model. After nearly shutting shop, Grofers is now present in 25 cities in India and receives 20,000-22,000 orders a day.

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