Flipkart Grocery nudges Indian households to not compromise on quality

Flipkart Grocery nudges Indian households to not compromise on quality

Launches pan-India campaign target consumers in the age group of 22-40 years

Flipkart Grocery

Mumbai: Homegrown e-commerce marketplace Flipkart has announced the launch of its latest digital campaign for Flipkart Grocery - a category that continues to see exponential year-on-year growth. With this latest campaign titled ‘Aapki Pasand pe Super bachat’, Flipkart aims to establish the marketplace platform as the "best destination" for buying groceries online.

Flipkart conducted extensive research ahead of the campaign launch, which determined how one of the key factors for a seamless e-grocery buying experience is high-quality products coupled with value-driven constructs.

The campaign starts with a homemaker in an Indian household with a ‘well-kept secret’ on how she procures the best quality of daal that she uses. It further shows how the homemaker understands everyone’s taste and ensures that she is bringing the best groceries in her house which are considered the favorite by her whole family. Through the campaign, Flipkart establishes that grocery purchases affect everyone in the household and hence, the ‘secret’ should be to ensure that the household has access to a range of their choice of high-quality products at affordable prices.

Flipkart Grocery VP Smrithi Ravichandran said, “Understanding the requirements of Indian consumers and catering to them is what Flipkart is known for. With this latest campaign, we want to highlight how our platform is able to bring the highest quality of products that undergo stringent quality checks, over and above the mandatory checks, to consumers across the country. Today, not just in metro cities but consumers from over 1,800 cities have access to e-grocery services that meet their standards of shopping while giving them a value-driven experience.”