The Trust Label

The e-grocery sector has delivered speed and convenience. It now needs to build loyalty and private labels are the lever to make that happen

- By HARI MΕΝΟΝ

WHEN WE STARTED BIGBASKET over a decade ago, the biggest question in consumers' minds was simple: “Can groceries really be delivered online?” The first phase of India’s e-grocery journey was about reliability, proving that digital platforms could consistently deliver staples to households.

The second phase was defined by speed. The rise of quick commerce brought 30-minute and then 10-15-minute delivery windows. For a while, this thrilled consumers.

But, today, speed is no longer a differentiator, just a given. Every platform promises it, and most carry the same portfolio of national brands.

This has created a paradox. Adoption is higher than ever, but differentiation is lower than ever. If competition revolves only around discounts and delivery times, the industry risks a race to the bottom. The next decade will be defined not by speed, but by ownership of supply chains, shelves and consumer trust. This is where private labels matter.

TRUST AS THE CORE CURRENCY

Grocery is unlike any other category. A poor experience with clothing may be tolerated, but a poor experience with flour or milk breaks trust immediately. And trust, once lost, is extremely hard to rebuild. Consumers do not return to a platform out of loyalty to its app icon. They return because they know their rice, pulses or tomatoes will be of consistent quality. This predictability is difficult to guarantee when platforms rely entirely on third-party FMCG products sourced through fragmented channels.

Private labels change that equation. They allow platforms to set their own standards, control sourcing and take responsibility for quality. Over time, a shopper does not just buy rice; they buy this rice, because it delivers the same experience week after week.