Product :

Country Delight is a direct to consumer online milk and grocery subscription delivery platform founded in 2015. They started with online milk delivery and now have ventured into other food essentials categories - coconut water, fruits, vegetables, milk products - paneer, eggs, and other staples like pulses, farm honey etc.

In FY24, they had a revenue of Rs. 1380 crore. They currently have 1.5 million users across 17 cities in India. They operate under subscription delivery model - daily, alternate day, weekly, monthly etc. Their core value proposition is to deliver unadulterated and fresh ,farm to home, dairy and grocery products to customers doorstep in hassle free manner. Consumer ordering and servicing happens through a mobile app.

They have recently in Dec'24 ventured into 10-15 minutes delivery in select pin codes in Gurgaon. This instant service is available between 6 AM-9 PM.

Main competitors ->Milk Basket, BBDaily, Nandini, Heritage ,Amul, Akshayakalpa

Questionnaire :

The objective of this questionnaire is to understand the key barriers preventing Country Delight aware non-users from adopting it and uncover actionable insights to drive brand penetration among the target audience. By understanding their purchase behavior, perceptions, and concerns, we aim to develop strategies that effectively address these barriers, and encourage trial and long-term usage

Target Audience -

Top Tier City

Tech User

Country Delight Aware Non-Users which can be classified into 3 buckets :

• • • • • [Not Considering] Aware Not Considered
        • [Borderline case] Aware Considering
        • [Rejectors] Aware Rejectors

Discussion Guide :

1. Basic Introduction - Name, Age, Work Profile, City, Income {Below 5LPA, 5-10 LPA, 10-20 LPA, 20+ LPA}, Daily Routine especially pertaining to buying milk and groceries etc.
2. Find out the reason for not purchasing from Country Delight?
3. 1. 1. • Have you ever done online shopping of milk or other food essentials like Paneer, curd etc. ?
         • What, according to you, are the merits of buying milk or other food essentials online ?
         • What are the brands or places you purchase milk or other food essentials, online and offline from ?
         • • • Which brands have you purchased from ?
             • Which brand you prefer the most to purchase from ? And, why ?
             • How has your past experience been with these brands ?
         • How did you come to know of the brand Country Delight ?
         • Since when have you known the brand Country Delight ?
4. Did you ever think of using Country Delight ?
5. 1. 1. 1. • If yes,
            • • • When ? What factors made you consider it ?
                • Why have you not made a purchase through Country Delight, yet ?
            • If no,
            • • • What makes you not consider Country Delight ?
                • What can we do to make you a customer of Country Delight ?
6. What is stopping you from using Country Delight ? What are your top reasons ?
7. What changes can we make to convince you to try Country Delight ?
8. What factors do you consider when deciding a place to buy milk and other food essentials ? { Price / Freshness/ Convenience/ Quality etc.}
9. What comes to your mind when you think of brand Country Delight ?
10. Any final thoughts on how Country Delight could improve its offering for you ?

Growth Problem Statement :

Their current ARPU is ~Rs. 920 / year (Rs. 1380 crores revenue with 15 million users) . Objective is to work towards improving ARPU by ~10% ( Rs. 1012 per user per year )

Usage Based Segmentation :

Engagement Framework -

Depth of engagement ( ARPU) -> Frequency of transaction * Average Order Value ( AOV )

In order to increase ARPU, there are 2 core levers to be worked upon -

A. Frequency of Ordering

B. Cohort Distribution : Casual -> Core -> Power

The objective for the campaign would be to change distribution of casual , core and power users. Get more users to become power users, develop stickiness and convert into brand loyalist

A. Country Delight Membership Pass :

GTM for launching the pass :

Segment Targeting :

Features :

1. Fixed Discounts Across Categories -> Get fixed discounts which is auto-applied on all products basis categories e.g. milk -20%, paneer -25%, pulses -30%

2. Extra Cashback on 7 days streak -> Cashback of Rs. 50 on every 7 days ordering streak

3. Personalized Insights -> Can provide personalized macronutrient insights on the basis of quantity consumed e.g. you bought 20 L of milk this month etc.

4. Flash Sales -> Priority access to flash sales

Construct :

Membership Adoption Strategy :

1. One Month Free for new users - >

Give first month of Membership pass free to new users, in order for them to be able to experience the membership benefits, enhancing conversions, and driving stickiness

Within that one month, keep showing the money saved on every order by users. Keep them hooked through personalized insights. This would enhance their confidence.

2. In-App carousels, PNs, Emails and WhatsApp messages to existing users ->

Nudge existing users with messaging like "Level up - Unlock your Exclusive Club Membership Status".

WhatsApp Message -

Push Notifications :

Sample PN's to be sent :

Metrics to Track :

1. #people enrolled on membership duration wise [ 1month/ 3months / 6 months]

2. Conversion Rate

3. Channel wise performance [ WhatsApp / PN / Email / In-app ]

4. Frequency of ordering - non-pass members vs. pass members

5. ARPU - pass members vs non-pass members

6. #people maintaining weekly cashback streak

7. Renewal rate of membership

8. Total Savings per member

9. Savings to Spend Ratio