Grofers and other startups like PepperTap, ZopNow and LocalBanya are challenging established grocery retailers by delivering groceries from neighborhood stores within hours. They have raised hundreds of crores in funding, pursuing a hyper-local strategy through partnerships with local grocers. While this model saves on capital versus warehouses, established player BigBasket maintains an advantage with its inventory control and fill rates. However, valuations of hyperlocal startups are soaring as consolidation begins in the hotly competitive online grocery segment.