What are the morning delivery apps doing wrong?

The market today is flooded with morning delivery apps like BB Daily, Supr Daily, Daily Ninja, Doodhwala, Milkbasket and many others. Everyone is trying to lure the customers by offering a lot of discounts and free milk, even though their initial offering was great service (while the initial agenda was great service, their service hasn’t been great yet). Some are trying to woo the consumers by expansive catalogues apart from milk. But looking at the catalogue, one feels that they have nothing more to offer than the Kirana store next door and that Kirana store delivers things in less than half an hour any time of the day.

In the quest to attract and acquire customers faster while every app has followed the discount model, no one has really looked on the other side, where there are many small organic milk producers looking for a good distribution infrastructure. These producers are generally localized and serve only a small part of the city. They are the ones who are not even present in the Kirana stores and customers really scout for them often compromising on the delivery timings.

The morning delivery apps should become the facilitator between these milk producers and the consumers. This will even encourage the milk producers to actively vouch for these apps and reduce the overall customers’ acquisition cost for these apps while increasing the loyalty on their platform.