Shopping in transition

You’ve had a long day at work and you return home tired and hungry. Just when you open the fridge, you discover that you’ve forgotten to replenish the vegetables and groceries, despite several reminders neatly stuck on the door. However, instead of fretting and running to the supermarket, you gladly realise there’s help at hand so you take out your smartphone and instantly place an order. Now that’s convenience and that’s exactly what burgeoning apps and websites like BigBasket, PepperTap and Town Essentials are offering— doorstep delivery of products as and when one wants. Busy or sheer lazy, they are there to pamper the needs of everyone alike.

Sweta, a busy IT professional, who used to order online until a few months back when she moved into a serviced apartment, says, “I switched to ordering groceries and vegetables online earlier since post work, I had no time and energy left to visit a store and stand in queue for billing. Besides, supermarkets in areas like Electronic City where I live, keep only basic essentials; they don’t stock exotic vegetables and different kinds of toiletries. That variety I found online along with cut vegetables for stir fries and quick meals. Also, I could select a time slot for doorstep delivery as per my availability.”

Meanwhile, part-time professional Sarita attributes her choice of online shopping to a lack of time as well as parking spaces. She says that the products are of good quality and it gives her the flexibility of ordering anytime.

However, despite the convenience, not everyone savours an online experience. There are many who still hold on strongly to physical stores and local vendors for a variety of reasons. Says Sudha, a retired person, “I buy fruits and vegetables from street vendors since they bring fresh produce from the farms daily. As for groceries, the big stores have great variety and choice of quality and quantity. Staples are nicely cleaned and packed and one can directly see, touch and decide. That factor is missing online and there’s no quality assurance. Besides, depending on devices is foolish; going out and buying enriches one’s knowledge, provides physical exercise and gives greater satisfaction.”

Tushi, another professional, avers, “Purchasing online is the last option for me. I prefer to buy from local vendors and supermarkets for the sensory experience they offer. Unlike online, one can assess the freshness of fruits and vegetables here. Also, for groceries, checking the expiry date and exchanging damaged goods is way easier at a physical store.”

Asha points out that laziness is yet another factor that sees people purchasing online. “Shopping online for daily needs is for the elderly who can’t pick up heavy stuff.
Professionals, while commuting to and from work, can pick up their supplies. In fact, personally choosing things has its own charm. Building a rapport with the vegetable vendor, hearing the sounds in the supermarket and interacting with different people there— experiences like these, unlike what most think, can help ease stress.”

While some are not very comfortable with online shopping, there are those who haven’t had a very good experience with these newbies for they say that the discounts offered are very attractive but ultimately it is the quality that suffers. Individuals like Veena buy their groceries online but try to strike a balance when it comes to fruits and vegetables— she buys that online and from the street vendors as well to support their business.

Supermarkets and other retailers feel that there is a general effect on physical stores throughout the City but they seem to be relatively unhurt by the upcoming online trend so far. Durai, store manager at Nilgiris, Brigade Road, feels that these websites and apps are doing good business at the moment. However, he says, “People may depend on online facilities for instant needs, but for monthly purchases, they’ll visit stores only.”

Agrees Nazir, owner of Shoprite, “At the end of the day, we offer greater variety. 99 per cent of people still prefer going to a supermarket. The one per cent that’s buying online is only the new generation, professionals returning home late and students in PGs.” The store manager at Namdhari’s Fresh highlights that sales have, in fact, increased for them since a few of the online sellers have tied up with them for deliveries of groceries and vegetables.

Meanwhile, Krishna, at Food World, Jayanagar, says that though their sales of toiletries and non-staple foods have gone down by 30 per cent from last year, most people still choose to buy staples, fruits and vegetables, dairy and frozen products from them.

Another ‘kirana’ store owner in Banashankari, feels that still not many people are aware of these apps and websites and that his business hasn’t been affected gravely by the trend. “There’s probably a five to 10 per cent fall in sales mainly because of discounts offered online.” It seems like online shopping still has a long way to go. Whether or not these conveniences are here to stay, only time will tell.