PM Grocery Tech
(India Edition)
Grocery tech PMs solve a fulfillment problem general e-commerce doesn't face: users want their specific brand rather than an alternative, so SKU depth, fill rate, and graceful substitution when items are out of stock matter more than catalogue breadth. Fresh and frozen require separate operations, basket size and order frequency beat AOV, and quick commerce is squeezing scheduled delivery toward hybrid models like BigBasket Now.
By Naman Goyal · Product manager · Builder of PM Streak · Updated July 3, 2026
5 dynamics and 5 metrics for grocery tech PMs.
Build Grocery PM Skills — Free →5 Dynamics
SKU depth beats catalogue breadth — users want their brand, not an alternative
Substitution UX matters — out-of-stock is frequent; replace gracefully
Fresh and frozen are distinct operations — don't mix them in ops
Basket size over AOV — groceries are routine; increase frequency and depth
Quick commerce is eating scheduled delivery — BigBasket had to adapt
5 Metrics
Fill rate (% of ordered SKUs actually delivered)
Substitution acceptance rate
Average basket size and order frequency
Freshness / quality complaint rate
Repeat rate at 60 days
FAQ
Is scheduled grocery delivery dying in favor of quick commerce?
Not dying, but shrinking share. Large baskets and monthly stock-ups still fit scheduled; top-ups and impulse buys go to quick commerce. Hybrid models (Instamart, BigBasket Now) acknowledge this. Pure-play scheduled grocery is being squeezed from both sides.
Keep learning