The Indian retail space is possibly the most dynamic in the world – constantly evolving and adapting, making room for every new format and innovation that comes in the wake of new changes in customer behaviour, evolving new brand needs to connect with their target audience, and continuous shifts in real estate dynamics.    

Rapsap, a new player in the retail space, positioned as the ‘hybrid essential supermarket’;has carved a niche for itself with a distinct retail format that caters to emerging customer needs.   

“The Indian essentials retail market is at an inflection point - customers want the trust and experience of a premium physical store, but also the speed and convenience of online delivery. Traditional Kiranas offer proximity,but lack assortment and experience. Quickcommerce offers speed, but limited SKUs and no brand connection,” says Siddhesh T. Ghuge,Founder & CEO, Rapsap,throwing light on the gap that Rapsap aims to bridge with its positioning as a hybrid supermarket store.  

Rapsap, which launched its first store in Mumbai in 2023 at the Lodha Palava City in Mumbai, spread across 2500 sq ft, has been quietly expanding and is now all set to launch its 5th flagship store of 5500 sq feet at The Walk, Hiranandani Estate, Thane. The retail company essentially offers a premium in-store shopping experience supported by its own 10-minute delivery app, aiming to create loyalty and repeat purchase in high-density, high-income communities.   

The company is partnering with a mix of category leaders and emerging premium brands, including FMCG majors for core essentials (Nestlé, ITC, HUL, etc.), fresh produce and dairy suppliers for quality and consistency, specialty brands like Häagen-Dazs for exclusive in-store café experiences, and regional and D2C brands. 

Unique Retail Proposition 

The Rapsap stores are spread across 2,000–6,000 sq. ft.as premium essential supermarkets inside and aroundtop-tier residential townships. Explaining the USP of the model, Siddhesh says, “The focus is on offering high-quality ambience, category signage, curated product mix,and seamless integration with our own delivery app for 10-minute fulfilment, besides the in-store café and fresh bakery to increase dwell time and daily visits. We don’t compete on deep discounting; our edge is location exclusivity, assortment breadth, loyalty benefits, and tech-enabled service. Kiranas can’t match the experience; mass MT chains can’t match the proximity and hyperlocal connection.” 

“To maximise partner ROI, we’re launching Rapsap Ads, an integrated ad solution with campaigns running inside our stores on aisle and shelf screens, and on our app. This helps brands spend wisely, target locally, and move inventory faster,” adds Siddhesh.  

Addressing the FMCG challenge 

With quick commerce fast gaining traction, there has been a discernible shift in the way FMCG brands approach their retail and in-store visibility strategy. Elaborating on this, Siddhesh says, “Yes, FMCG brands now value instant brand presence + quick last-mile access. They are rethinking planograms, POS visibility, and retail media investments to work for both offline and online shoppers.” 

Accordingly, Rapsap is offering a model that solves two challenges FMCG brands face, as Siddhesh informs: 

1. Omnichannel visibility - Same brand exposure in-store and in-app 
2. Premium shelf space in captive high-income markets-Ensuring quality footfall and better ROI on marketing spends. 

“With rapsap Ads, we take it a step further, letting brands target by store, location, and customer behaviour, both physically and digitally,” Siddhesh further adds.