Industries: Delivery, E-Commerce, E-Commerce Platforms, Grocery, Retail

Headquarters Regions: Asia-Pacific (APAC)

Sub-Organisation of: Grofers International
Founded Date: Dec 27, 2013
Founders: Albinder Dhindsa, Saurabh Kumar
Operating status: Active
Last Funding Type: Corporate Rounds
Number of Employees: 1001-5000
Legal Name: Grofers India Pvt. Ltd.,
Hub Tags: Emerging Unicorn
IPO Status: Private
Company Type: For Profit
Website: grofers.com
Facebook: https://www.facebook.com/Grofers/
Linkedin: https://www.linkedin.com/company/grofers/
Twitter: https://twitter.com/GROFERS

Grofers is a low-price online supermarket that gets products across categories like grocery,
beauty, and wellness, household care, baby care, pet care delivered to your doorstep.
Grofers provides over 3,000 products at prices lower than supermarkets every day.

Grofers currently operates in a total of 26 cities across India: Agra, Ahmedabad, Bengaluru,
Bhopal, Bhubaneswar, Chandigarh, Chennai, Coimbatore, Delhi NCR, Hyderabad, Indore,
Jaipur, Kanpur, Kochi, Kolkata, Lucknow, Ludhiana, Mumbai, Mysuru, Nagpur, Nashik, Pune,
Rajkot, Surat, Vadodara, and Visakhapatnam.

FUNDING SOURCES AND INVESTORS INFORMATION

 Funding Date Funding Amount Funding Round Investors
Oct 23,2019 $20.2M Series F The Times Group
Aug 20,2019 $70M Series F SoftBank Vision
Fund
Jul 15,2019 $10.2M Series F ADCG, Tiger Global
Management,
Sequoia Capital
Mar 01,2019 $220M Series F SoftBank Vision
Fund, Sequoia
Capital, Tiger Global
Management and +1
Mar 16, 2018 $61.6M Series E SoftBank Vision
Fund, Tiger Global
Management, Yuri
Milner
Sep 01, 2017 $839K Venture Debt Trifecta Capital
Nov 26, 2015 $120M Series C SoftBank Group
Corp, Tiger Global
Management,
Sequoia Capital
Apr 15,2015 $35M Series B Sequoia Capital,
Tiger Global
Management
Feb 27, 2015 $10M Series A Tiger Global
Management,
Sequoia Capital
Dec 8, 2014 $500K Seed Sequoia Capital

 Other INVESTORS: SoftBank Corp, Capital Investments

 Other ANGELS: Deepinder Goyal, Gaurav Agarwal, Neeraj Arora, Rahu Ravindra Raj
Mehta, Sujeet Kumar

ACQUISITIONS

Acquiree Name Announcement Date

Townrush Oct 27, 2015
Mygreenbox Apr 10, 2015

PESTLE ANALYSIS

POLITICAL FACTOR
The political factors that may impact the profitability or chances of survival of the
company are quite diverse. The political risks vary from sudden changes in existing
political regimes to civil unrest to major decisions taken by the government. political
factors that take place/ affect not only the host country but also all countries that contain
business operations, or that may engage in trade.
The political risk that GROFERS E-COMMERCE may be exposed to, the following
factors should be considered before taking part in any investments:

 The level of political stability that the country has in recent years.
 The integrity of the politicians and their likelihood to take part in acts of corruption
 The laws that the country enforces, especially with regards to business, such as
contract law, as they dictate what GROFERS E-COMMERCE is and is not
allowed to do.
 Whether or not a company’s intellectual property (IP) is protected. For example, a
country that has no policies for IP protection would mean that entrepreneurs may
find it too risky to invest in GROFERS E-COMMERCE
 The trade barriers that the host country has would protect GROFER E-
COMMERCE; however, trade barriers that countries with potential trade partners
would harm companies by preventing potential exports.
 A high level of taxation would demotivate companies like E- COMMERCE from
maximizing their profits.
 A low minimum wage would mean higher profits and, thus, higher chances of
survival for GROFERS E-COMMERCE

ECONOMICAL FACTOR

Economic factors are all those that pertain to the economy of the country that
GROFERS E-COMMERCE, such as changes in the inflation rate, the foreign exchange
rate, the interest rate, the gross domestic product, and the current stage of the economic
cycle. These factors, and their resulting impact on aggregate demand, aggregate
investment and the business climate, in general, have the potential to make a company
highly profitable, or extremely likely to incur a loss. The economic factors in the PESTEL
analysis are macroeconomic.
The economic factors that GROFERS E-COMMERCE may be sensitive to, and in turn
should consider before investing may include the following:

 The economic system that is currently operational in the sector in question-

whether it is a monopoly, an oligopoly, or something similar to a perfect
competition economic system.
 The rate of GDP growth in the country will affect how fast GROFERS E-
COMMERCE is expected to grow in the near future.
 The interest rates in the country would affect how much individuals are willing to
borrow and invest. Higher rates would result in greater investments that would
mean more growth for GROFERS E-COMMERCE
  However efficiently the financial markets operate also impact how well
GROFERS E-COMMERCE can raise capital at a fair price, keeping in mind the
demand and supply.
 The exchange rate of the country GROFERS E-COMMERCE operates in would
impact the profitability of GROFERS E-COMMERCE, particularly if GROFERS E-
COMMERCE engages in international trade. The stability of the currency is also
important- an unstable currency discourages international investors.

SOCIAL FACTOR

The social factors that impact GROFERS E-COMMERCE are a direct reflection of the
society that GROFERS E-COMMERCE operates in, and encompasses culture, belief,
attitudes and values that the majority of the population may hold as a community. The
impact of social factors is not only important for the operational aspect of GROFERS E-
COMMERCE, but also on the marketing aspect of the organization. A thorough
understanding of the customers, their lifestyle, level of education and beliefs in a society,
or segment of society, would help design both the products and marketing messages
that would lead to a venture becoming a success.
The social factors that affect GROFERS E-COMMERCE and should be included in the
social aspect of the PESTEL analysis include the following:

 The demographics of the population, meaning their respective ages and genders,
vastly impact whether or not a certain product may be marketed to them.
 The class distribution among the population is of paramount importance:
GROFERS E-COMMERCE would be unable to promote a premium product to
the general public if the majority of the population was a lower class; rather, they
would have to rely on very niche marketing.
 To some extent, the differences in educational background between the
marketers and the target market may make it difficult to relate to and draw in the
target market effectively. GROFERS E-COMMERCE should be very careful not
to lose the connection to the target market's interests and priorities.
 GROFERS E-COMMERCE needs to be fully aware of what level of health
standards, reactions to harassment claims and importance of environmental
protection prevail in the industry as a whole, and thus are expected from any
company as they are seen as the norm.

TECHNOLOGICAL FACTOR

Technology can rapidly dismantle the price structure and competitive landscape of an
industry in a very short amount of time. It thus becomes extremely important to
constantly and consistently innovate, not only for the sake of maximizing possible profits
and becoming a market leader, but also to prevent obsolescence in the near future.
There are multiple instances of innovative products completely redesigning the norm for
an entire industry: Uber and Lyft dominate the taxi cab industry; smartphones have left
other phones an unviable option for most et cetera.
The technological factors that may influence GROFERS E-COMMERCE may include the
following:

 The recent technological developments and breakthroughs made by competitors,

as mentioned above. If GROFERS E-COMMERCE encounters a new technology
that is gaining popularity in the industry in question, it is important to monitor the
level of popularity and how quickly it is growing and disrupting its competitors’
revenues. This would translate to the level of urgency required to adequately
respond to the innovation, either by matching the technology or finding an
innovative alternative.
 How easy, and thus quickly, will the technology be diffused to other firms in the
industry, leading to other firms copying the technological processes/ features of
GROFERS E-COMMERCE
 How much an improvement of technology would improve/ transform what the
product initially offers. If this improvement is drastic, then other firms in the
industry suffer more heavily.
 The impact of the technology on the costs that most companies in the industry
are subject to have the potential to increase or reduce the resulting profits
greatly. If these profits are great in number, they may be reinvested into the
research and development department, where future technological innovations
would further raise the level of profits, and so on, ensuring sustainable profits
over a long period of time.

LEGAL FACTOR

The government institutions and frameworks in a country, while technically also political
and thus subject to whichever political party holds the majority in a government body,
are also legal and thus should be considered in a PESTEL analysis. Often GROFERS E-
COMMERCE policies on their own are not enough to efficiently protect GROFERS E-
COMMERCE and its workers, making GROFERS E-COMMERCE appear an
undesirable place of employment that may repel skilled, talented workers.
The legal factors that deserve consideration include the following:

 Intellectual property laws and other data protection laws are, as mentioned
earlier, in place to protect the ideas and patents of companies who are only
profiting because of that information. If there is a likelihood that the data is stolen,
then GROFERS E-COMMERCE will lose its competitive edge and have a high
chance of failure.
 Discrimination laws are placed by the government to protect the employees and
ensure that everyone in GROFERS E-COMMERCE is treated fairly and given the
same opportunities, regardless of gender, age, disability, ethnicity, religion or
sexual orientation.
 Health and safety laws were created after witnessing the horrible conditions that
employees were forced to work in during and directly after the industrial
revolution. Implementing the proper regulations may be expensive, but
 GROFERS E-COMMERCE has to engage in it, not only due to the law but also
out of GROFERS E-COMMERCE's personal feeling of ethical and social
responsibility to other human beings.
 Laws are also placed to ensure a certain level of quality or reasonable price for
certain products to keep the customer safe and prevent them for being provided.
The industries this applies to find often their costs elevated.

ENVIRONMENTAL FACTOR

Different industries hold different standards of environmental protection in their head as

the norm. This norm then dictates what every company should aim for, in the least, to
prevent becoming the target of pressure groups and boycotts due to a lack of
environmental conscientiousness.
The environmental factors that may significantly impact GROFERS E-COMMERCE
include:

 The current weather conditions may significantly impact the ability of GROFERS
E-COMMERCE to manage the transportation of both the resources and the
finished product. This, in turn, would affect the delivery dates of the final product
in the case of, say, an unexpected monsoon.
 Climate change would also render some products useless.
 Those companies that produce extremely large amounts of waste may be
required by law to manage their environmental habits. This may include pollution
fines and quotas, which may place a financial strain on GROFERS E-
COMMERCE
 If GROFERS E-COMMERCE should (knowingly or unknowingly) contribute to the
further endangerment of an already endangered species may face not only the
consequences from the law but also face a backlash from the general public who
may then boycott GROFERS E-COMMERCE in retaliation.
 While relying, in any percentage, on renewable energy may be expensive, it often
receives support not only from the government but also from its customer base,
who may be willing to pay a premium price for the products that GROFERS E-
COMMERCE may produce.