Retail Insights with Geetha Mahadevan: A Vision for Grocery and Brand Intelligence

Jam with Sam - Geetha Mahadevan

In the 84th episode of Jam With Sam, Sampath Iyengar chats with Geetha Mahadevan, a retail industry veteran and Brand Intelligence Lead at BigBasket. Geetha shares her journey from agricultural studies to pioneering roles in grocery retail, offering insights into consumer behaviour, organic trends, and the future of online groceries in India.

Geetha’s Remarkable Journey into Retail

Born in a small town in Tamil Nadu, Geetha Mahadevan started her academic journey studying agriculture, followed by a post-graduate degree in rural management from Anand. Her career began with Arvind Mills as the first female cotton selector in India, an accomplishment she holds dear. Transitioning to retail, she joined Food World as a fruit and vegetable buyer and later moved into staples, thus setting the stage for a 25-year career in grocery retail.

Geetha has worked with leading organizations such as Fabmart, Reliance Retail, and Aditya Birla Retail before joining BigBasket. Her current role involves leveraging data analytics to optimize consumer experiences and drive FMCG growth.

Demystifying Brand Intelligence at BigBasket

Brand Intelligence, Geetha explains, combines big data and analytics to provide FMCG companies with insights into consumer behavior. With over 10 million customers and operations in 25 cities, BigBasket collects vast amounts of data, from navigation patterns to purchasing habits.

Her team helps brands refine their strategies based on these insights, ensuring optimal engagement and better sales outcomes both within and outside the BigBasket platform. This intelligence is an essential tool for brands aiming to align with evolving consumer preferences in a competitive marketplace.

India’s Unique Grocery Landscape

Geetha emphasizes that India’s rich agricultural heritage negates the need for heavy reliance on canned goods, unlike Western markets. Fresh produce, seasonal eating habits, and localized supply chains allow Indians to enjoy fresher, more nutritious options.

However, she also sheds light on the growing acceptance of imported fruits and vegetables, some of which are waxed and stored for months before consumption. She passionately advocates for promoting Indian produce, citing BigBasket’s campaign for indigenous apples as an example of supporting local farmers and educating consumers about the benefits of regional crops.

The Organic Movement: A Work in Progress

Geetha highlights the resurgence of organic farming in India as a return to lost wisdom. Many farms are transitioning from chemical-dependent methods to organic practices, a process that can take up to seven years to detoxify the soil. She encourages conscious consumerism, urging customers to support this shift despite the premium pricing of organic produce.

Future of Online Grocery and Retail Evolution

Geetha is optimistic about the future of online groceries in India, predicting steady growth without significantly disrupting traditional kirana stores. Contrary to the misconception that local vendors are being replaced, she points out that modern retail and e-commerce account for less than 7% of India’s grocery market.

When asked about BigBasket’s potential venture into brick-and-mortar stores, Geetha confirmed that the company remains committed to its online-first model. However, BigBasket is expanding into new segments, including butchery, with a strategic rollout varying by region.

A Personal Touch: Hobbies and Values

Outside of work, Geetha is an avid birdwatcher, a passion that has taken her across India for over 30 years. Her love for handlooms is another reflection of her deep-rooted connection to sustainable and traditional practices. Family time, including her New Year tradition of reflection with her best friend, keeps her grounded amid a demanding career.


About Geetha Mahadevan:

Geetha Mahadevan is a retail industry expert with over 25 years of experience in grocery and consumer analytics. She is currently the Brand Intelligence Lead at BigBasket, where she uses data-driven strategies to support FMCG brands. A birdwatcher and sustainability advocate, Geetha is a visionary who blends traditional values with modern retail practices.