Grofers is an Indian online grocery delivery startup founded in 2013. It connects customers to local stores through its app to order groceries and other items for delivery within 90 minutes. Grofers has expanded to 27 cities in India and is valued at $115 million. The company uses social media like Facebook, Twitter and campaigns to engage customers, promote offers, and build its brand. Grofers aims to become customers' preferred delivery service and expand its product categories and city coverage.

1. Fortune Institute of International Business, New Delhi
Post-graduate Diploma in Management (PGDM) Programme
Subject- Social Media Marketing
Batch – PGDM 2014-2016 Term – (V)
Assignment - I
About Grofers
Grofers is a recent start-up in the India retail e-commerce industry.The company offers an app that connects customers
to stores around them, whereby they can order their everyday grocery requirements and have them delivered at the
doorstep. The Grofers app offers a wide selection of products, across categories such as Grocery, Bakery, Fresh
Produce, Pet Shop and even electronics. Customers can choose a delivery within 90 minutes of their order or choose
a pre-set delivery time for their order. Grofers was founded in December 2013 by Albinder Dhindsa and Saurabh
Kumar. It was one of the first-of-its-kind online groceries ordering system, based in Gurgaon, India. Today, Grofers
is present in 27 Indian cities, expanding rapidly and is valued at $115million.
The Grofers Story
In 2013, most of Delhi was queuing at the cash counters of local stores or the kirana shops at the end of a hectic work
day. When the store did not have what the customer wanted, it was yet anothersource of frustration for him. It was a
time when the Indian retail industry was at its peak, yet was not fully organised. The efficient logistics that ensured
merchants from stocking their shelves fully to the satisfaction of the customer was missing. It was into this space that
Grofers first stepped into.
Starting as the delivery backend for local merchants, Grofers first established trust with the 100+ stores that they
supplied to. After a year of delivery operations, the company ventured into the B2C space and launched the app.
Currently, Grofers has tied up with 300 vendors and offers more than 20,000 products.
Grofers is an on-demand delivery service that connects consumers with local merchants in the neighbourhood.Grofers
offers a wide assortment of groceries, bakery items, fresh fruits & vegetables, personal care and baby care products,
pet care items, electronic accessories and much more. Users can order through the app and get everything delivered
to their doorstep with promised delivery in 90 minutes
Grofers was founded on December 27, 2013 by two IIT Graduates Saurabh Kumar and Albinder Dhindsa

2. Grofers started its operations with Delhi NCR and currently operates in a total of 10 cities: Ahmedabad, Bengaluru,
Chennai, Delhi NCR, Hyderabad, Jaipur, Kolkata, Lucknow, Mumbai, and Pune.
Grofers has raised $45.5 Million after 3 rounds of funding:
1. Seed Funding: $0.5 Million from Deepinder Goyal, Founder ofZomato, andSequoia Capital in September 2014
2. Series A: $10 Million was closed in February 2015 bySequoia Capitaland Tiger Global
3. Series B: $35 Million was announced in April 2015 bySequoia Capitaland Tiger Global
Grofers acquired a Delhi NCR based grocery delivery mobile app, My Green Box, for an undisclosed amount. A 15
member team along with Varun Khurana (Founder – My Green Box) joined Grofers with Varun Khurana as the CTO.
Objectives
1. To establish customer base and provide a higher quality and reliable service.
2. To make individuals get used to the service through lot of promotions and 90 minutes guaranteed delivery of
products.
3. To become the delivery service of choice for local customers and merchants & enable shoppers to order
everything from groceries to stationery items from smartphones.
4. To expand their operation by adding more categories and serving more cities.
5. To ease the shopping experience for individuals.
Implementation
Grofers knows its customers well and strives hard to reach them through social media.Grofers uses the power of
Facebook & Twitter to reach potential audience.Grofers has developed their app which is slick and easy to use and
promotes it on Facebook and Twitter. Grofers has launched many campaigns on twitter and facebook giving exciting
offers to their customers and inducing them to avail the offer by simply downloading the app.Grofers offers Flat 20%
discount to new users to attract more leads.
They Got It – Digitally too!
For a company that took just 10 days to launch its operations in 17 cities, brand presence is vital to keep in line with
the quick expansion route, especially in the digital space it operates in. Grofers is probably one of the few companies
in the online-grocery-ordering sector that has resorted to a broad spectrum means of advertising, digital channels
across India and television/ billboards in Tier 1 cities. The television advertisement of the tired working woman, whose
day is saved by the Grofers app – ‘We Get it’, has made its way into the minds of customers
The ‘We Get it’ campaign has been transformed across the digital space too; ‘Rock/Paper/ Scissors – We get it’ goes
the eye-catching Facebook post,with the visuals of a pumice stone,tissue paperand scissors!Grofers follows a key
dictum in digital advertising – being visually savvy,winning half the battle right there. The Grofers facebook page
that has around 60,000 people ‘liking’ it, has a series of the ‘We Get it’ campaign pos ts interspersed with enticing

3. promotions. With constant promotions, the Grofers Facebook page tries to engage customers to the maximum; the
‘T20 Snacks store’during cricket matches is one example.
Active on Instagram and Twitter too, the persistent ‘We Get It’ campaign on Twitter ensures not just engagement of
the customer, but also quick impromptu conversions. The visuals of a snack or a daily need triggers an instant need
for the product in the customer, who will eventually use the Grofers app to order them.
Grofers has realised that while winning a customer is important, retaining him is more important. Grofers rewards
customers who have tweeted something related to the brand; a tweet with the cus tomer’s kid holding a Grofers bag
wins a surprise sent to his mobile. The Grofers Facebook page and twitter handle throw out delicious looking recipes
from its blog posts,on a regular basis; more reason to order something you need for the recipe! The customer almost
always gets something from Grofers. Excess Grofers delivery bags stuckat your place? Grofers twitters you and also
notifies you on its app about its scheme on taking back the bags for an offer. Mumbaikars got a free umbrella for every
order above Rs.500/- under the Grofers twitter #MumbaiRains #GroferIt #Free campaign in June.
Recently, Grofers also entered the electronics delivery channelwith phone chargers and similar accessories.The latest
tweet from Grofers announced an end to queues for the iPhone 6s, with their midnight delivery guaranteed on launch
day. The company was thoughtful enough to include a FAQs page with the tweet detailing the systemof delivery.
All digital channels that Grofers is present on are monitored meticulously. Any feedback or query from customers is
taken care of with an immediate response on Facebook or Twitter.

4. It is a win-win situation for two parties in the Grofers story.While it is a happy customer with more choices and time
on his hand, it is also a rosy story for the merchant. The Grofers app ensures the stock keeps moving with constant
promotions, while Grofers also helps the merchants in their supply from manufacturers and distributors. It’s no
surprise that the Grofers app has more than 7 lakh downloads, paving the way for a sure fire success story!
Grofers started a campaign on Twitter and Facebook offering 30% off to their customers which would eventually
bring them new customers and more conversions fromexisting ones.
In spite of so many shopping app available these days and many even promising a guaranteed same day delivery.
Grofers seems to be pushing the limit by promising the delivery within 90 minutes of placing the order and good
discount percentage. This strategy gives theman edge over the existing companies.
Another campaign by Grofers offering free umbrella with every order over Rs 500. This campaign went well and
bought themunexpected sales.
Grofers not only strives hard to build a quality user base but also encourages their customers to come forward and
help them grow. They welcome unique ideas and also awards the participants. This helps them creating good
awareness and ensures customer engagements.
Here’s one campaign initiated by Grofers which brought a great response.

5. Radio ad created by one of the participants.
Grofers initiated a hastag with Oyo rooms #AFewClicksAway
Asking people to tweet about the one thing they want to be a few click away and the top 10 creative answers were
awarded with prizes worth Rs. 2,000/-. This trending hastag bought them amazing response and great number of
organic engagements.
Results Achieved
Grofers is growing fast with an increase in number of customers and good engagement rate on social sites. Grofers
now is valued at $115 million and increasing. Grofers is now planning to add more categories,products,retailers and
accessories which would eventually bring them more customers. Grofers knows its audience and it has used the right
approach to engage with them through their marketing strategies. It has been constantly evolving around user
experience.
Grofers finally decided to broadcast an ad on social media platforms and
traditional platforms with the core objective ofreaching outto a mass audience
and to step in the world of entertainment advertisements.
Here I have analyze the performance ofGrofers Facebook Page performance, beloware the
screenshots ofthe analysis.

7. Source: http://likealyzer.com/facebook/grofers
Belowis the performance ofTwitter Page ofGrofers.

8. Source : http://www.twitalyzer.com/5/profile.asp?u=grofers&time=10&data=1412&pages=32
Grofers is not yet having account on Pinterest.
Belowis the performance ofGrofers YouTube Page.

9. Source: https://channelmeter.com/channels/XJrePNiEOdDYXyCkPnXeZA

10. Here is the Analysis ofInstagram page ofGrofers.

19. Source: https://minter.io/#/reports/56a0b3fc421aa9477c118e53?unit=day&date_from=2015-12-
22&to_date=2016-01-21&soft
The debut campaign consists of a series of four films, a central brand ad of 45 seconds and
three additional creatives of 30 seconds each.
The initiative is targetted at the office going couples who would love the idea of coming back
to a well-stocked home. Grofers tried offering them solutions that reduced the amount of
their time spent on doing household chores, while balancing strenuous work and personal
life. The 45-second digital film ends with the woman giving up on ‘What she wants’ and
Grofers steps in offering her ‘What she needs.’

20. Cherry results
They carried out an electric and acoustic engagement on their Twitter handle by hosting a
#MobileMania contest at almost the same time. It also uses a humour appeal to build a
connection with the viewers and also emphasised on the service features of the brand.
Grofers kept posting pictures on their Facebook and Twitter handle. Although, the campaign
was conceptualised well, it could’ve performed great with a little push on social networking
platforms. According to Topsy, 368 tweets around #WeGetIt, however, a lot of them were
generic and not associated with the campaign.
The video content proved to work well for Grofers with more than 5 Lakh views on YouTube
however, the social media footprint could have been much larger.