Indian eGrocer Grofers has expanded coverage to 27 metros from 14, mostly by widening the radius of existing operations to take in suburban towns with sizeable middle class shoppers. Grofers claims the move will allow more consumers to take advantage of its affordable offer centred on its own-brand offer. These are typically priced about 30-40% lower than A-brands and enable Grofers to better manage margin against the high costs of fulfilment.

Source: Livemint