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Within few days of launching of Flipkart’s online grocery service ‘Supermart’, which is e-commerce major’s second attempt into online grocery business, Another player — Adani Wilmar, the company that markets ‘Fortune’ brand of food products in India, is all set to enter the online grocery sales business with a new e-commerce portal and app called ‘Fortune Online’.

To build an app and online portal for same, the company has hired Ahmedabad based startup Infibeam.

Infibeam will be responsible for developing and maintaining the online and mobile platform and providing logistical support.

“Fortune Online will be an exclusive B2C (business to consumer) commerce platform which will enable customers to select and purchase of Fortune brand products by using this application for delivery at homes,” Infibeam said in a statement.

The move will make it the first big food and FMCG brand to try to build a strong and direct channel to consumers.

According a report, India’s online grocery market is expected to reach $1 Billion sales mark by the end of 2017.

Others FMCG brands like Hindustan Unilever and ITC have focused on offline retail byserving their lakhs of retail partners across the country. Their products, however, are available at only grocery portals such as Grofers.

The above development was first reported in Ultra News.

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