This marketplace is an ecosystem of micro-entrepreneurs in Tier 2 and 3 cities - each operating a virtual supermarket micro locally without the need for any investments, working capital or inventory. This is facilitated by the company's disruptive logistics platform that creates a JIT distributor-to-consumer pathway for delivering items of daily need by eliminating intermediate stocking points. These virtual supermarkets are able to offer quick and free home deliveries, deep discounts, a wider range of items, and a high perceived quality all within the personal return guarantee of a neighbor (micro-entrepreneur).
Every successfully trained coordinator/micro-enterpreneur can reach a monthly volume of INR 250K of GMV in about 6 months time and about INR 350K of GMV in about a years time. Each pin code would be covered by 10 to 12 such micro-entepreneurs (coordinators) generating a monthly GMV of INR 3,000,000 in each urban pin code.