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Amazon India Simplifies Customer Experience: Merges Pantry with Fresh

The eCommerce giant brings on-demand grocery-services to its customers

Amazon India has integrated its grocery divisions Pantry and Fresh to simplify customer experience starting month-end. At present, this integration will take place in 10 cities where Fresh operates while the remaining 290 cities will still have a separate division of Pantry.

Siddharth Nambiar, Director, category management, Amazon India said that the company is excited about the integration allowing customers to enjoy unmatched convenience and value.

Amazon Pantry, the division which deals mostly in dry groceries and large packs & offerings will now come under Fresh, Amazon’s division that offers fast-moving consumer goods and fresh products like fruits and vegetables. The decision comes after the reports of the expected entry of the Tata Group in the market after finalizing a $200-250 million primary cash infusion in BigBasket.

 To beat the heat of this intense competition, the eCommerce giant plans to offer a supermarket selection experience to its customers along with Pantry deals, super-value packs, and items. Besides, the customers will have the convenience of opting for either a two-hour delivery service or a two-hour slot from 6:00 AM to midnight. All orders above Rs.600 will have free delivery service, while the lesser amount orders will be charged Rs.29 delivery fee.

About the author

Rotem Gal is a content strategist, digital media executive & growth marketer recognized for building engaging insightful content that's not only relevant to the industry but also something that people actually want to read - and share. As Editor of CXBuzz, he leads a team of world-class editors, writers, and cx leaders and experts focused on building the products that shape the CXBuzz brand. Rotem is also the CO-Founder & CEO of Insights-Beyond, a data-driven consultancy focusing solely on digital content strategy.


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