Mydala Forays into Grocery Vertical; Ties up with Wipro, Nivea and Others


Online deals and discount coupon site, Mydala, has added another vertical offering products from categories including eatables, personal care and household items. The users can search for all available products on the nearby supermarkets or kirana stores.

Also, Mydala has tied up brands like Hindustan Unilever, P&G, Sahara Q Shop, Zydus Wellness, Wipro, Nivea, Danone etc. With this, the portal aims at enabling the big brands to target their customer with direct promotions, new product launches and trials. Apart from this, brands can hyper target users to increase their product penetration and consumption in local markets

Users can also get updates on offers directly from the company, which might not be listed at the supermarket. All offers on different credit cards are also listed. Both these features will help shoppers in planning grocery lists so that when one makes a trip to the store, the user is already aware of all the available deals and discounts.

“Food and grocery form 60% of India’s USD 600B retail market and mobile coupons are going to be great enablers for instant saving on user’s daily purchases. Given their popularity, we expect coupons to contribute at least 7% of retail in the grocery vertical,” said Anisha Singh, Founder &CEO, Mydala.

Talking about the growth and opportunity in this segment, Pragya Singh, associate vice president, retail and consumer products, Technopak, said to Forbes, “Urban India’s increasing shortage of time is fuelling the growth of online grocery.It is a largely standardised category; it doesn’t require much touch-and-feel as, say, apparel. Hence, online works fine. And it is highly convenient.”

As claimed by the company, the launch of the vertical has already witnessed half a million unique visitors and 100,000 grocery coupons used saving users over INR 1 million within day of launch. The new segment can be accessed via web or mobile app.

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Mydala currently focuses on going hyper local and targeting more and more cities. Also, there were speculations that the company is in talks to raise INR 180 crore.

Other portals in this space include Aaramshop, Homeshop 18, eazygrocery, dilligrocery, BigBasket, ZopNow, etc.