In January this year, nearly every single employee of the OG E-grocer Big Basket received an email from their CEO, Hari Menon. It was supposed to be a rallying cry. The Tata-owned e-grocery giant had finally—after much hemming and hawing—embraced quick commerce.

For a long time, Bigbasket didn’t care much for quick commerce. Menon himself dismissed it in April 2023 as unnecessary and “thrust upon” consumers.

But now the Tata board has had enough. Quick commerce isn’t just a fad anymore, it is the industry. Which is why, the pressure is on for Big Basket to make up for lost time and get back on the right track. And that’s going to take a whole lot more than just an email. 

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