India is the sixth largest grocery market in the world. So much for a country where 41.

6
per cent people are below the poverty line. The food and grocery segment constitutes
about 70 per cent of the $470 billion retail market in India. While only 5-8 per cent of this
market is organized, the rest are actually disorganised mom and pop shops run by family
members. But the trend is fast changing. More and more food and grocery stores are
falling in line and growing at a rate of 18.4 per cent. According to a study conducted by
DEssence Consulting, 85 per cent of those who shop for groceries online are in the age
bracket of 22-45. While studies show more men shop online, women eshoppers are also
growing rapidly.

Reasons:
convenience of shopping within the premises of a comfortable zone and to avoid
crowds, hankering over prices, rising conveyance costs, and ease of delivery