India’s online grocery space has gone through a significant evolution in last few years- from explosive growth and funding in CY15 to growth challenges and funding winter in CY16 and then accelerated growth 2018 onwards. In this stop-start journey, many new business models have evolved, and many themes have been proven and disproven. Inspite of all these disruptions and changes, one thing that did not changed is the massive potential for online grocery- as indicated by India’s USD 500+ Bn grocery market out of which a mere 0.2% is online (~USD 0.8 Bn considering only hyperlocal grocery). Given this massive potential, the online grocery market will continue chugging along at 50% growth rate for the next few years, which will be served by various models, including category specialists, narrow and wide supermarkets. Online grocery has been able to grow in double digit figures on the back of convenience- based levers like assortment, express delivery, and subscriptions. Unlike online-fashion where consumer reach was the key lever of growth strategy, here the market is still focused on large cities