Dailyninja sets up a laboratory for the distribution of samples of consumer products
Bangalore: DailyNinja Delivery Services Pvt. Ltd, which delivers milk and daily groceries, will soon set up a lab initiative called the Consumer Reach Lab for mainstream brands to test their products, the company said on Monday.
âWe visit the customer’s door every day, a CPG (consumer packaged products) brand can send samples to their target customers and get their feedback, within 2 days using DailyNinja,â said Sagar Yarnalkar, co-founder and CEO of DailyNinja.
GPCs are nothing more than Fast Turning Consumer Goods (FMCGs) which are highly perishable in nature. FMCG products generally include food, beverages, and packaged goods among other products.
DailyNinja operates on a subscription model and delivers milk and other groceries daily, including bread, eggs and vegetables, through its mobile app. To date, the company claims to have fulfilled 15 million orders with a subscriber base of 70,000 households in Bengaluru, Chennai, Hyderabad, Mumbai and Pune. It also claims to serve up to 52,000 unique households per day.
âOur approach of leveraging the daily milk-buying habit of Indian customers to sell groceries has helped us move quickly,â said Yarnalkar, who founded the company in 2015 with Anurag Gupta.
DailyNinja plans to leverage this customer base to test products from other mainstream brands. âWe have worked with many brands, helping them get feedback on their new products. This will continue through our Consumer Reach Lab initiative, âsaid Yarnalkar.
Backed by Sequoia Capital, Matrix Partners India and Saama Capital, DailyNinja is one of the few well-funded micro-delivery startups. , and Anupam Mittal of Shaadi.com, among others.
In the micro-delivery space, DailyNinja competes with Milkbasket backed by Kalaari Capital, Noida-based MrNeeds and Supr Daily backed by Snapdeal, among others. Food delivery startup Swiggy and online grocery startup BigBasket are also looking to double the micro-delivery segment.
Bigbasket, which was in talks to invest in DailyNinja, has already entered the segment through the acquisition of RainCan, a subscription company, and MorningCart.
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