Big Idea

Wee-hour Surprise

Milkbasket’s differentiated model makes it stand out in the online grocery business

Vishal Koul

It is 10.00 pm. You open the refrigerator to discover you have run out of milk for the next day. And if you are one of those people who can’t function without having coffee first, Gurgaon-based Milkbasket may well be your Santa Claus. There are no sleighs or reindeers, there’s nobody sliding down the chimney, but if you make your wish before midnight (and yes, pay for it), Milkbasket will make sure you get it before you wake up the next day.