This service extension was a huge challenge to begin with. Courier companies in India are reluctant to serve distant postal codes as the network has not yet expanded. Add to that, infrastructural constraints and lack of floral design expertise in smaller towns made consistency in deliveries a critical problem. FlowerAura addressed this by not getting into a drop shipping model. “We did not want a drop shipping model because courier companies in India are not reliable yet in terms of timely and safe delivery. In an industry like ours where a delivery makes or breaks a recipient’s day, we could not afford relying on a third party. We have chosen 7 cities to begin with and have deployed our in-house floral designers there. An in-house delivery fleet will cater to home deliveries which makes it a controlled operational exercise for us,” says Chawla.
These 7 cities are Lucknow, Dehradun, Jaipur, Patna, Nagpur, Raipur and Salem. Consistency in product delivery is the biggest challenge the Indian E-Commerce fraternity is facing and FlowerAura wants to excel operationally by removing this constraint in every day processes. The next time we intend toor getdone, we know where to get clicking at!