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Udaan, B2B e-commerce platform has forayed in the B2C business with its new app Pickily which is live in beta form and available on play store, according to two sources aware of the development. The app is currently servicing 5 locations in Bengaluru and is offering FMCG products. It has around 1000 downloads in its beta mode and is expected to have a grand launch in July.

One of the sources stated that the app is working on creating a network of Dark Stores in Bengaluru and Hyderabad for fast deliveries as the current version facilitates next-day delivery. The development comes at a crucial period where companies are trying to survive in the pandemic and are looking for alternative businesses to keep themselves running.

The second source cited above requesting anonymity said. “Udaan has been planning for a B2C experiment since late last year and they launched Pickily around early April. The food and grocery verticals of Udaan are looking after Pickily at the moment.”

The new venture might act as a boon for Udaan as it has already recorded about 70% decline in business in last 3 months. Pickily will bring Udaan in direct competition with B2C e-commerce businesses like Flipkart, Amazon, Grofers, Swiggy among others. While startup counts on its experienced leadership, the B2C e-commerce segment requires extensive cash flow.

“They [Udaan] will be getting into a costly game through this,” says an analyst in the consumer internet space, requesting anonymity. “I don’t know if their investors have signed up for another B2C platform.” It will be interesting to observe the plans of the company to capitalize on their new venture as the market is more competitive than ever after the launch of JioMart.


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