Groupon states a description about onions on its website as, “This much-coveted, much-written-about, much-craved-for vegetable is now almost as expensive as caviar, diamonds and Donald Trump’s wig!”
This e-commerce firm which specializes in deals for bargain hunters has come up with an exclusive offer on onions at knock-down rates in a marketing blitz with the sole aim of penetrating in the Indian market.
This is the first ever deal involving onions for the online portal because they normally offer discounts to shoppers on restaurant deals, fashion accessories and movie tickets.
According to the onion offer brought forward on Thursday, customers can get one kilogram by paying just Rs 9 which is about one-eighth the on going retail price in Delhi.
However the catch is that each registered user can get only one kg of onion and the product is expected a 10 days delivery time.
This Chicago-based deal-of-the-day website is known to have entered India upon acquiring the e-commerce portal SoSasta in January 2011. Sources say the it aims to sell 21,000 kilogram onions in the next seven days across 78 cities in the country.
Ankur Warikoo, CEO, Groupon India, says, “Just last week we were discussing how expensive vegetables are and then we thought let’s run a deal on onions. We wanted a crazy choice…for fun. Last we saw such price was in 1999” However analysts are of the view about this move to be a marketing stunt. Their aim seems to be getting a large number of internet users to register on the site.
The timing for this deal is exactly perfect as onion prices are getting hotter with Rs 60-80 per kg at retail outlets in India.
CB Holkar, vice-chairman of the National Agricultural Cooperative Marketing Federation, said that Delhi alone consumes 100 trucks of onions every day, with 10 tonnes of onions in each truck. He said, “Selling onion at Rs 9 a kg is as good as giving it for free. It is not affordable and is just an advertising strategy,”
Akshay Agarwal
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