Tata-backed quick commerce firm BigBasket has elevated long-time executive Seshu Kumar Tirumala as its Chief Operating Officer (COO), tasking him with leading operations as the company intensifies efforts to strengthen its position in the fiercely-competitive quick commerce market.
Tirumala, who joined BigBasket in 2014, most recently served as Chief Buying and Merchandising Officer, overseeing sourcing, category management and private labels. Over the years, he has played a key role in building several of the company’s core capabilities, including its direct-farmer sourcing network and private-label business, which now contributes nearly 40 per cent of total sales.
Tirumala will be responsible for driving operational execution across the business, as BigBasket looks to accelerate growth in quick commerce and narrow the gap with larger rivals such as Blinkit, Instamart and Zepto. The company is also facing increasing competition from newer entrants, including Flipkart Minutes and Amazon Now, both of which have stepped up investments in the fast-delivery segment.
Industry estimates place BigBasket’s quick commerce market share in the mid-single digits, well behind the top three players that currently dominate the category.
“Seshu has played an important role in building many of the capabilities that have shaped BigBasket’s growth over the years, from our private label business to our farmer sourcing network,” said Hari Menon, Founder and Chief Executive Officer of BigBasket. “His deep understanding of the business and strong track record of execution make him well-suited for this role. We are pleased to see him take on this expanded responsibility.”
Driving growth
Tirumala said his focus would be on strengthening the company’s operational backbone as it scales. “Having spent more than a decade helping shape BigBasket’s sourcing and merchandising capabilities, I am excited to take on this broader role,” he said. “My focus will be on strengthening the systems that power our farm-to-customer journey, enhancing execution across our operations, and ensuring we continue to deliver a seamless and dependable experience for our customers as the business grows.”
The appointment comes at a time when competition in quick commerce is increasingly being defined by factors beyond delivery speed. Players are focusing on assortment expansion, dark-store productivity, supply chain efficiency, private-label penetration and tighter inventory management to improve economics and drive customer retention.
For BigBasket, areas such as sourcing depth, farmer partnerships and private labels have long been key strengths. Tirumala’s elevation signals the company’s intent to leverage those capabilities more aggressively as it seeks faster growth in India’s rapidly evolving quick commerce market.