Online grocer Grofers enters dairy segment with launch of own brand

Gurugram-based online grocery delivery startup Grofers India Pvt. Ltd said on Wednesday it is making its foray into the milk business with the launch of the G-Fresh Milk brand.

G-Fresh Milk is sourced from dairy producer Schreiber Dynamix and is available in toned and double-toned variants, Grofers said in a statement.

The brand is priced 12% lower than competitor milk brands. It is available in Delhi-NCR, Mumbai, Pune, Hyderabad, Bengaluru and Chennai, and will soon be available to more cities soon, the statement said.

“Our strategic pricing of the product… coupled with our extensive reach across India will surely lead to increased awareness, improved affordability and thus acceptance of fortified products,” said Vivek Prasad, vice president, private brands, Grofers.

Grofers has been expanding its own range of brands over the past year. It has over 800 products across categories spanning staples, FMCG, personal hygiene products and furniture, among others.

The company says it harnesses its in-house technology platform to manage its network of over 5,000 partner stores that enable the company to operate its supply chain.

Last month, Grofers raised over $200 million in a funding round led by SoftBank. Tiger Global Management and Sequoia Capital also participated in the round.

Earlier this year, it said it pared its losses for the financial year ended 31 March 2018.

The company had revamped its business strategy and operation processes in 2016 by shifting from a marketplace model to an inventory-led business. It scrapped its app-only model and launched a website to expand its retail reach.