BazaarNow, a quick commerce startup focused on Tier 2 and Tier 3 markets, has raised Rs 72 crore in a funding round led by Peak XV Partners. With this investment, the company’s total funding stands at Rs 80 crore, including capital raised during its pre-seed stage.
The round also saw participation from Whiteboard Capital, Antler and several angel investors, including Meesho Founder and CEO Vidit Aatrey, former Swiggy Instamart executive Karthik Gurumurthy, AppsForBharat Founder and CEO Prashant Sachan, Reckitt Greater China and North Asia Managing Director Arjun Purkayastha, Chaayos Founder Nitin Saluja, Zeno Health Co founder and CEO Siddharth Gadia, FirstClub Founder and CEO Ayyappan R, and FirstClub Co founder Aravind Charanyan V.
Founded by Priyanshu Jain, Arjun Harish and Tarithmay Mandal, BazaarNow is developing a quick commerce platform tailored to grocery purchasing patterns in smaller Indian cities. The founding team brings experience across areas such as product development, growth, supply chain operations, pricing and category management. Prior to launching BazaarNow, the founders held roles at companies including Zepto, Myntra and Swiggy.
The company is targeting markets where grocery shopping continues to be driven primarily by local mandis, neighbourhood kirana stores and offline retail channels. In many of these cities, purchasing decisions are influenced by factors such as convenience, familiarity, freshness and pricing, with households often making routine purchases of fruits, vegetables and daily essentials from nearby vendors.
As per the company, BazaarNow’s platform is designed around these consumption patterns. Its offering includes local assortments, regional brands, fresh produce and a vernacular first user interface. The company has also introduced assisted commerce features, including call to order support, to cater to consumers with varying levels of digital adoption.
On the technology side, the platform incorporates AI powered local language search capabilities, an in house rider management and logistics system, and tools aimed at simplifying the ordering process. The company is also working on supply chain efficiencies intended to improve inventory turnover, particularly in fruits and vegetables.
According to the company, its first pilot city has reached more than 1,800 orders per day per store. BazaarNow plans to use the newly raised capital to expand into nearby towns and population clusters, broaden its grocery and essentials assortment, strengthen supply chain operations and further develop its local language product features.
Priyanshu Jain, Co-founder and CEO, BazaarNow, said, “Grocery buying in Tier 2 and Tier 3 cities does not look like ecommerce in metros. It is more local, more habitual and much more value-conscious, Our view is that quick commerce for the next 700+ Indian cities has to be built differently. Customers should not have to navigate complicated coupons, wallets or discount constructs to buy everyday essentials.”
He further added, “They should get the right local assortment, fresh produce, simple ordering and fair pricing every day. BazaarNow is being built around these existing habits, not against them.”
Abhishek Mohan, Managing Director, Peak XV, said, “India’s emerging cities represent one of the most important consumption opportunities of the next decade, but they need products built with a deep understanding of local habits, price points and operating realities, The BazaarNow team brings rare operating depth across ecommerce and quick commerce, and is approaching the category with clarity and discipline.”
He further added, “They are not simply replicating metro-first models across India. They are building a commerce experience that is local, simple, efficient and deeply relevant to how millions of Indian households already buy.”
