For most people, their early 60s might be a time to slow down and reflect on decades of hard work. But Hari Menon, who turned the challenges of his 30s into a thriving business empire, has proven that age is just a number. Today, he stands as one of the most iconic figures in India’s e-commerce space, leading a company that transformed the way millions of Indians buy groceries.
A Rocky Beginning of Hari Menon
In the late 1990s, Hari Menon was no stranger to risk. At 37, he co-founded an e-commerce platform with great expectations. The reality, however, was far from ideal. Despite pouring effort and resources into the venture, the platform made no sales in its first year. It was a brutal wake-up call. Recognizing the need for change, Hari pivoted his business model to combine online convenience with offline retail, culminating in a partnership with the grocery chain Trinethra.
This bold move started paying off. What emerged as Fabmall quickly grew into a network of 300 stores across South India, eventually attracting the attention of Aditya Birla Group, which acquired the chain. Hari Menon’s first major success was a testament to his ability to adapt and innovate. It also gave him a glimpse into the potential of online grocery shopping—something that would stay with him for years.
The Bubble Bursts
As the dot-com bubble burst in the early 2000s, it left a trail of destruction in the global and Indian economies. Funding dried up overnight, and like many entrepreneurs, Hari Menon saw his dreams of a new venture crumble. Yet, this setback didn’t mark the end. Instead, it became a turning point. He spent the following years watching the rise of broadband and the gradual adoption of online shopping in India. By 2011, the pieces began to fall into place.
BigBasket is Born
With the Indian internet infrastructure steadily improving, Hari Menon and his team of co-founders decided to revisit the dream of online grocery retail. In 2011, BigBasket emerged—a fresh, ambitious attempt to simplify grocery shopping by bringing it online. The initial strategy was as simple as it was effective: work directly with offline Kirana shops and offer consumers a broad array of products through a user-friendly online platform.
In the early days, Hari Menon would wake up at 3:30 AM, personally sourcing fresh produce and ensuring top-notch quality. The focus on consistency and reliability resonated with customers. Before long, BigBasket was witnessing an astonishing 70% repeat order rate, with monthly growth rates soaring to 25% in its first market, Bangalore.
Scaling the Business
Encouraged by its early success, BigBasket expanded to other major cities like Hyderabad and Mumbai. It wasn’t long before investors began to take notice. The company secured Rs. 61 crore in funding from Chrys Capital and Ascent Capital, fueling further growth. Yet, as demand surged, BigBasket found itself stretched thin. Managing orders without a robust supply chain proved unsustainable.
Recognizing the need for a more scalable model, Hari made a pivotal decision: BigBasket would establish warehouses in every city it served. This move brought stability to operations, enabling the company to handle 150,000 monthly orders and reach the milestone of one million completed orders in record time. By 2014, the company’s revenue had climbed to Rs. 210 crore, with a subsequent funding round bringing in Rs. 220 crore from Helion Ventures and Zodius Capital.
Turning the Tide with Marketing and Innovation
With its operational foundation solid, Hari Menon shifted his focus to brand-building. Enter Shah Rukh Khan. The Bollywood superstar became the face of BigBasket’s marketing campaign, driving widespread recognition and trust. The “Har Din Sasta” tagline struck a chord with consumers, and the results were immediate. The campaign generated millions of views and helped BigBasket cement its position as a household name.
Innovation didn’t stop there. Hari Menon introduced BB Express, promising doorstep delivery of groceries within 60 minutes—a game-changer in customer convenience. Additionally, BigBasket launched private labels, offering customers quality products at competitive prices. These strategic moves propelled BigBasket’s revenue past Rs. 1,000 crore in 2017.
From Unicorn to Icon
By 2018, BigBasket had expanded its reach to 25 Indian cities, acquired several milk delivery companies, and introduced subscription-based services under the BB Daily brand. In 2019, the company’s sales crossed Rs. 8,000 crore, making it the undisputed leader in India’s online grocery market. It was also the year BigBasket joined the unicorn club, achieving a valuation of over $1 billion.
The final validation of Hari Menon’s vision came in 2021, when the Tata Group—one of India’s most respected conglomerates—acquired a majority stake in BigBasket. This deal, valuing the company at Rs. 16,000 crore, underscored the enduring power of BigBasket’s model and Hari’s leadership.
Legacy and Impact
Today, at 62 years old, Hari Menon oversees a company that generates over Rs. 26,000 crore in annual revenue and serves millions of customers across 55 cities. With a commanding 40% market share, BigBasket remains the gold standard in online grocery shopping, a segment that has seen fierce competition from players like Grofers and other emerging startups. Yet, Hari’s BigBasket continues to thrive—an enduring symbol of resilience, innovation, and customer-centricity.
What makes Hari Menon’s journey so compelling isn’t just the scale of his achievements, but the tenacity and adaptability that got him there. From navigating the collapse of the dot-com bubble to revolutionizing India’s grocery supply chain, Hari Menon has left an indelible mark on the e-commerce landscape. His story is a reminder that success often comes not from avoiding failure, but from learning, adapting, and growing stronger after each setback.
For aspiring entrepreneurs, Hari Menon’s life offers a powerful lesson: it’s never too late to dream big and redefine the way things are done. Today, BigBasket isn’t just a company—it’s a testament to the vision and determination of a man who dared to see the future before it arrived.
