The problem we trying to solve is that users avoid planning meals because it requires too many connected decisions — choosing recipes, balancing nutrition, managing time and budget, and figuring out whether the required ingredients are already available in their kitchen or need to be bought — all without enough clarity or confidence
How it all started
Earlier research into repeat purchase behavior at Bigbasket revealed a critical gap.
While users shopped frequently, the most important decision — what to cook — was happening outside the app. Meal planning lived in people’s heads, on paper, or across other tools. Bigbasket entered the journey only after users had already decided what to buy.
This meant Bigbasket was showing up too late in the journey.
We asked a simple question: What if Bigbasket could support users earlier at the planning stage, not just during shopping?
The business goal became clear: Drive revenue growth by tightly integrating meal planning with Bigbasket’s grocery experience.
Rather than treating meal planning as a separate utility, the intent was to embed it directly into users’ weekly grocery behavior, shaping meal intent before the order is placed.
