The trend, which has recently gained popularity in China due to the pandemic, lowers the cost to the end consumer as the group leader buys and unpacks the items for community members, who follow him on a messaging platform, as like WhatsApp.
While the model helps e-commerce players save on logistics costs, it also enables consumer brands to reach smaller cities and towns.
Swiggy has been actively hiring to build the vertical, she showed her job openings on various online recruiting platforms.
“Swiggy Bazaar is our latest foray into the trillion dollar grocery market and will be a shopping destination for community groups. During the last year of lockdown, consumers have discovered new ways to access better food and some of these behaviors have proven resilient, creating tailwinds that Bazaar will try to harness, ”the SoftBank-backed startup wrote on a recruiting platform for the post. of a manager.
While a Swiggy spokesperson did not respond to TOI inquiries, a senior industry executive familiar with the development said: “The company is currently experimenting with the model and whether or not it materializes will depend on several factors.”