As a city logistics company, how does Pidge plan to tackle the challenge of building a network and onboarding customers in every new city market?

We are in a unique situation where we completely own the same-day delivery market. We are also the category creators for High GMV O2O businesses. Lastly as the only company to be able to on-demand cold chain logistics, we have built over 92% brand stickiness. Our business partners supported us when we launched Chandigarh and we also have commitments from them that they will work with us when we expand to other markets.

We're a tech company, when we launch new markets we will mostly operate new markets remotely. Our operating model is asset-light, lean, and scalable.

While in Delhi, we took the top-down value capture approach. We started at the top of the value chain with the premium segment, and penetrated other segments sequentially. Our inspiration really for the top-down value capture approach came from Uber. When Uber launched, they launched with Uber Black. And today, they have Uber Auto and Uber Pool. There is enough evidence that top-down is the only approach to capture 360 value.

Why can't the other guys do it? Because they started at the bottom of the value chain. When you start at the bottom of the value chain, for example a grocery delivery service, will find it very challenging to deliver for any aspirational brand or High GMV business.