Amazon Now, as it's being called, went live in Bengaluru. The move comes at a time when existing hyperlocal startups are in the midst of tinkering with their business models in order to make them financially viable.


Last year, Amazon piloted Kirana Now in a few neighbourhoods of Bengaluru wherein it collaborated with mom-and-pop stores to deliver goods. Subsequently, its closest rival Flipkart launched its Nearby app for grocery deliveries and Snapdeal picked up a stake in PepperTap, indicating its interest in the space.

At present, Amazon Now is live only on the Android platform. The e-tailer said it has collaborated with retail chains like Big Bazaar, Godrej Nature's Basket, Reliance Fresh and Food World, as well as local kirana stores. The products covered range from groceries, health and personal care, baby items to home and kitchen, besides others.

Amazon Now is enabled with two new delivery services — expresses (two hours) and scheduled. Both would have delivery charges for orders below Rs 250.


However, Samir Kumar, VP, category management, Amazon India, said in a statement, "We are encouraged by the learnings from Kirana Now — a pilot that we started last year in Bengaluru to enable customers to shop for their everyday essentials from the ecosystem of their local stores and get them delivered within two-four hours. We are excited to expand that service to include more selection, more pincodes and invite other branded retailers, with the launch of a dedicated Android app Amazon Now.

There are number of competitors in same platform like Bigbasket, Grofers, PepperTap, Zopnow & more. They providing operation in Tier1 cities, also provides fastest free home delivery in 2 hours.There are some small players also operating his operation in limited cities like BiggMart.com.

BiggMart.com operates in pune and pimpri-chinchwad city. It is premium online grocery store; also deliver household products through a separate Website. BiggMart.com offers online groceries, food, household, personal care, fruits, vegetables and Patanjali products at low price. With free home delivery in 90 mins for daily breakfast, Dairy Products. Recently BiggMart.com launching daily subscription base services in limited area of Pune.