Fresh segment entry for Grofers now, and a much needed one at that considering it just shut down in 9 cities simultaneously. One of India’s fastest growing (and heavily backed) upstart, Grofers has now partnered up with Hamleys — world’s most trusted toy shop, for delivering toys in eight of its remaining seventeen markets.
The collaboration is particularly significant for Grofers as it will see a centuries old brand — rare word to describe a company — rely upon it for a portion of its India based operations. Grofers will be making deliveries across 13 stores in 8 cities ranging from Ahmedabad, Bengaluru, Chandigarh, Chennai, Delhi NCR, Kolkata, Mumbai and Pune.
As per Dhruv Bhutiani, Grofers,
Toys mean delight and we takes customer delight very seriously. Joining hands with a 255-year-old world-class brand like Hamleys, that has the widest assortment of toys in the country, paves the way for Grofers to reach the hearts of our consumers.
Speaking on the topic Karandeep Singh, Business Head, Hamleys India said,
A platform like Grofers helps Hamleys to cater to demands of the customers instantly. This association helps our key hand-picked branded products reach a larger audience.
To capitalize upon the ongoing, Zillion dollar Stars Wars fever, Grofers has created a brand new in-app ‘Star Wars store’ for Hamleys merchandise which includes all your favorite characters including E7 Jedi Master Light Saber, Chewbacca, Kylo Ren mask etc. Elaborating on the topic, Karandeed Singh said,
Apart from this on special occasions additionaltoys/products will be added as well, like a week before the release of StarWars we offered a range of ‘Star Wars’ merchandise on Grofers to cater to the immense popularity of the franchise
Hamleys decision to partner with Grofers may have also been driven by the fact that the latter had been having a pretty good run of late — most particularly in the hyperlocal segment. An example of the kind of success can be seen from when it launched Coca-Cola’s Sprite Zero and Fuze Tea and managed to sell 1 lakh bottles in a couple of days.
The startup has been blazing a trail for itself with a bunch of innovative partnerships that saw it host the iPhone 6s on the midnight of launch day, an exclusive range of gold and silver coins on Diwali — via the Geetanjali group — among others.
The company is rapidly expanding across categories and now also caters to consumers seeking home appliances, office needs, sports & fitness etc. across a total of 17 cities.