The fight for the grocery basket

The battle between Amazon and Flipkart for India's groceries market is going to be about much more than low prices

After burning billions of dollars to offer discounts on products to get more people to shop online, India’s e-commerce heavyweights are turning their attention to get the base of 100-odd million shoppers to buy more regularly from them.

Both Flipkart and Amazon boast of reaching new customers in ever smaller towns, but their efforts have so far only given people a taste of online shopping. The uphill battle of getting people to shop with them multiple times a year starts now, and everyone’s bet is on groceries.

“Retention has been low, but we have made it a big agenda for