Pricing will not win the game in grocery e-tail, says Neville Noronha

When an individual buys a mobile or other electronic item online, they already know the brand and go there for the price

Last month, Avenue E-commerce became a subsidiary of Avenue Supermarts, from being an associate company. The e-tail business of the firm, which runs D-Mart, was an issue for its board when it started three years ago. The concern was the level of cash-burn it takes to build an e-tail business. But as it completed one year of operations, the board realised that it was not burning cash to the level to become worrisome. Neville Noronha, managing director and chief executive officer of the company, spoke to Raghavendra Kamath & Abhineet Kumar on the e-tail business and growth plans for its