Another unicorn with a lot of money out to eat smaller players like MilkBasket, Doodhwala, DailyNinja, Supr Daily by burning cash to fund freebies and win users?
This was anticipated, anyway - we buy groceries and vegetables regularly from BigBasket and morning milk from Doodhwala. It was just a matter of time the former included a morning delivery slot and demolished what was merely a spin-off idea.
The deliver-in-the-morning is just a spin-off of the larger deliver-at-home idea. A Big Basket does deliveries too, in time slots we choose. It won't take long for them to add a before-7am slot too and work the back-end to enable that.
But what seems wrong is the way they are going about undercutting the other players, but literally throwing money at customers to win them over. I can't blame customers - any money is good money. Who'd say no to 10 days worth of free milk, no matter what the cost was, and how much one is earning?
Even this so-called 'wrong' is not new. This is precisely what any and every well-funded-by-VC start-up does to gain a foothold and kill all existing, lesser-funded players.
This is the law of the start-up jungle, I suppose - kill or be killed, at any cost.
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