BigBasket opens its first physical store “Fresho” in Bengaluru

BigBasket has just taken its first step to sell offline. The online grocer opened its first physical store in Bengaluru under the brand name Fresho earlier this week, according to an internal email from the company. “Fresho” is the brand that the food unicorn uses for its private label products in the online shop.

Interestingly, the “Fresho” brand has not always taken the discount route and often sells to established brands at a higher price by taking alternative routes such as organic products or premium ingredients.

According to the email, a copy of it Trickypedia BigBasket co-founder VS Sudhakar informed all of the company’s employees that the store in Basaveshwar Nagar, Bengaluru, has been open to customers since October 25th.

In the email, Sudhakar said the store opening was an “extremely important strategic initiative”. The shop is open from 8 a.m. to 9 a.m. Several pictures of the store were also shared in the email.

However, the company hasn’t added any BigBasket or Fresho signage to the store yet.

“Since this is on a fairly new tech stack with some very interesting features like self-weighing and check-out, farmer traceability, etc.,” wrote Sudhakar in the email. “That’s why we haven’t even put any signage on the store.”

Sudhakar’s email also stated that the store has had around 100 walkins and around 80 orders a day since it opened, even without the signage.

Trickypedia has contacted BigBasket for more details and will update the story if they respond.

Tata digital had acquired A majority stake in BigBasket earlier this year. According to an ET report, has hired Tata BigBasket to build a unified supply chain and logistics network.

While this is the first physical store for BigBasket, Grofers has been following the franchise model for its dark stores for some time. Other notable e-grocers like Swiggy Instamart and Dunzo also have their own darkened shops.

Apart from direct sales, it can be assumed that the network of Fresho branches would serve the dual purpose of fulfilling orders from BigBasket and BB Daily in the future.

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