He added that the distribution expansion to offline kirana stores earlier this year has helped in increasing penetration of the G-brands. Kumar added that partnering with offline stores has helped Grofers push its homegrown brands (private label products) in the market as well. "We are now expanding into new markets and are aiming to partner with 50,000 offline stores in the next 30-36 months," he said. The Kirana stores are converted into Grofers-branded stores and they sell Grofers' private label products that are usually priced 30-40% less. Grofers currently has over 1,200 products spread across categories like kitchen staples, FMCG products, personal hygiene products and household needs.

Source: Mint September 29, 2019 09:45 UTC