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.
