Abstract

The case ‘BigBasket’s Big Dreams’ is about the growth of the online grocery firm BigBasket.com (BigBasket) and the customer value proposition it offered along with its business model which were the primary factors for its success. The case starts off with the funding of US$ 150 million received by BigBasket under the series F round of funding. The growth of the startup in the online grocery segment is discussed along with details of the funding received right from the series A to the series F rounds. BigBasket’s customer value proposition is discussed in detail. The business model of BigBasket was different from that of other online players in that it offered a wide range of items and a ‘no questions asked’ return policy. Using the latest technology to provide better services, BigBasket created a loyal base of customers. Its business model is further discussed along with the competition faced by it. The case ends with the future outlook for the company and its fight for supremacy in the face of stiff competition

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Analyze how Porter’s generic strategies framework can be used to achieve competitive advantage
• Understand the concept of customer value proposition in relation to online ecommerce organizations
• Evaluate the business model of online ecommerce firms
• Understand the growth of startups, their funding, traction, scale up, and competition

Keywords

BigBasket; Unicorn; Entrepreneurship; Grocery; Grofers; Business Model; Online Grocery; Amazon Pantry; Flipkart; BB Instant; Funding; Valuation; Nature’s Basket; Value Proposition; In-house Brands