BigBasket to launch 10-minute deliveries of electronics, starting with iPhone 16

BigBasket’s is moving away entirely from slotted 2-3 hour deliveries towards the 10-20 minute delivery model, and becoming a pure play quick commerce company

Tata-owned grocery delivery platform BigBasket, which recently announced a pivot to quick commerce, is making an entry into the consumer electronics category — starting with iPhone 16.

The company said it is launching its electronics category in partnership with Croma, a Tata company, which will enable BigBasket to deliver mobile phones, laptops, PlayStation consoles, microwave and more, within 10 minutes.

Hari Menon, co-founder and CEO of BigBasket, said, "We are thrilled to bring the iPhone 16 to our platform, marking the beginning of our foray into the electronics space. This is just the start—very soon, we will be launching a wide range of top-tier electronics, all available with our lightning-fast delivery service.”

Moneycontrol reported earlier that BBdaily, the subscription service from Tata’s BigBasket, which runs as a separate app currently will be merged into the main BigBasket app over the coming months as the company makes strides to consolidate its hold over India’s burgeoning quick commerce market.

The company currently runs two apps: BigBasket (the main app) and BBdaily (the subscription service) but even within the main app, it has different windows. One for slotted 2-3 hour deliveries (BigBasket Supersaver) and the other one is for 10-20 minute deliveries (BBnow).

However, BigBasket is doing away with the fragmented approach and is preparing to house all its offerings under a single app which will have no divisions in the coming months. The strategy is part of BigBasket’s larger move of entirely moving away from slotted 2-3 hour deliveries towards the 10-20 minute delivery model, and becoming a pure play quick commerce company, as customer preferences have evolved.

Analysts at Kotak recently pegged quick commerce’s annualised gross merchandise value (GMV) at $5.5 billion – a stellar growth rate for a market that is just about three years old. The market is only heating up further.

“Quick commerce (QC) industry is witnessing enhanced competitive intensity with new players such as Flipkart entering the fray and BigBasket pivoting to a full QC model. Over the next 12 months, we expect competitive intensity to rise as players add stores in similar geographies and discounting/price competition increases,” Kotak’s analysts said in a note to clients on August 30.

“The three incumbents (Blinkit, Swiggy Instamart and Zepto), however, may witness more competition with new players (BigBasket, Flipkart and potentially Amazon) entering the fray.”