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About the Company
AaramShop is an online grocery supermarket bringing neighbourhood retailers closer to its customers, while providing the customers, the convenience of shopping online from their preferred local kirana stores. The website lists over 1 lac products across categories including Cereals, Grains, Pulses, Milk, Bread, Spices, Biscuits & cookies, Home care items, OTC Medicines et all. Established in the year 2011, the company has since been operating out of Delhi. Additionally it has a Brand engagement Centre located in Gurgaon, Haryana.

Origin & Leadership
Mr. Vijay Singh, laid the foundation of the organization in the year 2011. Previously he had founded a BTL marketing services firm named “Sercon” which was later acquired and merged with WPP group. Ashutosh Malik & Ritesh Raj Gupta are the other partners in the company. The company is assumed to have empanelled around 1600 stores in 24 cities within 7 months of its operations. In 2016 they have partnered with over 18000 neighbourhood kirana stores across 100 cities.

Business Model
The company empowers local kirana shops with modern technology and aids their transition from a traditional mom and pop store to a modern retail outlet by allowing them to integrate their operations to their web based portal, aaramshop.com. . This portal available to the customers on web and app to shop their groceries online from the same neighbourhood store they have been buying from years. The retailers and customers are not charged for partnering with their network. The company draws its major revenues by Brand Promotions and advertising on their website, app and in store promotions at its retail partners.

AaramBlog
The company runs a blog called “aaramblog” dedicated to ensuring holistic health and wellness for its readers or complete aaram. The blog publishes and compiles articles on varied subjects including health and wellness, home care, recipes etc.

Brand Engagement Centre – Aaram Brands
The brand engagement Centre is a Business vertical of the company focused on helping FMCG Brands in enhancing their reach among the target market. The company provides various services for promotion of FMCG Brands helping them to increase revenues from tertiary and secondary sales. Brand managers can use their services to create awareness, promote coupons and offers & generate trials. Some of their products include Aaram On call, Aaram Coupon, Aaram TV, Aaram Web, Aaram Digital. Aaramshoppro.com is their official blog dedicated to continually provide brand managers with trends and insights of FMCG industry.

Overseas operations
Aaramshop is already operating beyond India in Pakistan and Kenya. In Jan 2016 it was reported that the company is going to raise 12 million rupees to enter new markets including Sri Lanka & Dubai.

Competition How Different
Aaramshop faces stiff competeition in the online grocery consumer space from giants like grofers, bigbasket.com, ZopNow. However, unlike the competition the company has not developed its own logistics and distribution mechanism but instead focuses on the delivery network of local grocers only. This has allowed the organization to remain profitable despite wafer-thin margins prevalent across grocery industry.