CASE STUDY AREA

This is the story of Grofers, the company which fulfilled our needs at home, today it faces some or the other problem every day. Grofers, which started in 2013, was going to get IPO in 2021. But suddenly it merges with Zomato in a $700 million deal. Moreover, while companies like Swiggy and Zepto reach new heights every day, Grofers is on the brink of shutting down. Why did the brand we knew as Grofers, change its name? Did Swiggy and Zepto hit Grofers hard? What went wrong that a company working for so long has to face all this today? What happened to Grofers? CASE STUDY: WHAT HAPPENED TO GROFERS? The story began in 2013 when Saurabh Kumar and Albinder Dhindsa noticed everything getting done through phones, be it food delivery or booking a cab. Everything got done with a click on your phone. They got an idea at the time. They thought of how everything is done via phone, then why go out for groceries? This could also be done via phone. This was the start of Grofers , In very lit...

Between 2018 and 2020, one brand owned the Indian smartphone market with a grip that Nokia and Samsung could never have imagined. It came from China. It sold phones online for half the price of comparable rivals. It crashed Flipkart’s servers on launch day. And it built a community of fans who genuinely called themselves  Mi fans . That brand was  Xiaomi . In 2018, its market share in India hit  29%  — eleven percentage points ahead of Samsung in second place. It had already destroyed homegrown Indian brands like Micromax and Lava. It looked unstoppable. Then the Enforcement Directorate came knocking.  ₹5,551 crore was seized . India’s CEO resigned. Anti-China sentiment after the Galwan clash tore into sales. Competitors that Xiaomi had built — Poco, Realme, iQOO — started eating its own market share. By 2022, Xiaomi had slipped to fourth place in India, holding just 14% of a market it once dominated. This is the complete Xiaomi story — the rise, the India conquest, the regulator...

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