Walmart owned Indian e-commerce platform Flipkart has partnered with a startup backed by spirits giant Diageo to deliver alcohol in two Indian cities. This development is reported by Reuters on the basis of some government letters.
This becomes more interesting as few months before the company’s biggest rival, Amazon already seems to foray into the alcohol delivery sector in the country.
These e-commerce giants, Flipkart, and Amazon are interested in delivering alcohol in India as an alcohol market in the country is worth $27.2 billion, as per IWSR Drinks Market Analysis.
According to the report, the local governments of eastern West Bengal and Odisha states have said that Flipkart can be associated as a technology service provider of Diageo backed HipBar. For those who don’t know about HipBar, its an Indian alcohol home delivery mobile application.
Through this partnership, Flipkart will allow its customers to access HipBar’s application on its own platform, reportedly.
This deal will also enable Flipkart’s customers to place orders for their favorite tipple, which HipBar will then deliver. Interestingly, as sources said, the HipBar will collect these products from retail outlets.
Earlier this, several reports on the internet suggested that Amazon had secured clearance to deliver alcohol in West Bengal. Notably, major Indian food-delivery platforms like Zomato & Swiggy have already forayed into this alcohol delivery sector.
The choices of states also seem very obvious as West Bengal is India’s fourth most populous (more than 90 million) state. While Odisha’s population is more than 41 million.
Actually, every delivery sector player looking to cash in on the high demand for booze from people staying at home due to the COVID-19 pandemic. However, Amazon also launched its online pharmacy service, Amazon Pharmacy in India that will serve the southern city of Bengaluru for now.
Amid pandemic, the shoppers in India are adapting new mindsets and increasingly going online to buy everything from groceries to electronics.