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Dubai Based E-grocery Start-up To Transform UAE’s Grocery Ecosystem

A startup that aims to create a shopping ecosystem by bringing convenience at economical prices

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Smita Malwe
Smita Malwe
Communication enthusiast, public relations professional and an avid writer. Former Senior Account Manager at SPAG.

United Arab Emirates. Dubai.  E-grocery start-up, Yeepeey, was conceptualized in 2019 after Monish Chandiramani, 25, Co-founder of Yeepeey realized that he is paying more price for the products ordered through the grocery apps as compared to what he would usually pay at the store. Monish identified that customers care a lot about convenience while making purchase but paying exorbitant delivery fee and high price for the basic essential products remains unjustified for them.

The Big Idea

The idea of launching an E-grocery start-up was conceptualized soon after the founders identified the existing gap in the e-grocery space. To change the way consumers, shop & save on groceries, the Dubai born entrepreneur decided to launch a start-up ‘Yeepeey’ with his brother Sagar Chandiramani and his school friend Jatin Sharma. The start-up aims to create a shopping ecosystem by bringing convenience at economical prices.

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The First Pocket Friendly E-Grocery App, Yeepeey is looking to tap the opportunity wherein its users can shop from neighborhood grocery stores, supermarkets & hypermarkets from the comfort of their homes or offices by paying the same prices and enjoying the same promotions & discounts as displayed in the store delivered within 30-45 minutes.

With around 6000 downloads of the app from app store and play store, more than 1000 orders are being placed on a monthly basis through Yeepeey app.

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Jatin Sharma (Left) and Monish Chandiramani (Right). Photo Credit: Yeepeey

Why choose Yeepeey?

The app enables its users to easily access the ecosystem of grocery stores, hypermarkets and supermarkets around the vicinity of different localities in Dubai. More than 50 merchants are registered on the app and delivering services to around 40 locations in Dubai which includes Business Bay, Dubai Silicon Oasis, Sports City, Mankhool, Karama.

Speaking with Transcontinental Times, Sagar Chandiramani, Co-founder, Yeepeey said, “We are providing a digital in-store shopping experience to our customers and the delivery fee is completely subsidized as compared to the competitors in the market.

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Yeepeey’s objective is to eliminate the mark-ups & reduce the service fees to a minimum or even free in some cases in order to give users the ability to stay home and order their essentials more frequently at in-store prices. There are certain stores listed on Yeepeey where minimum order value can be as low as 5 AED. Yeepeey also gives an advantage to its users by reflecting in-store promotions & discounts as soon as they hit the store on the app in real-time. 

The Q-Commerce business model

Yeepeey is positioned as a Tech platform focusing on providing best and unique services to the customers in E-grocery space. Started with an initial investment of $150-200k, the self-funded start-up works on a Q- Commerce model (Quick commerce) where the emphasis is on quick delivery time (within 30-45 min). Also, the order value doesn’t impact the delivery time.

The E-grocery start-up is currently focusing on scaling up the operations and aim to raise the funding which will be invested primarily in talent acquisition, marketing and optimizing the technology for improving customer journey.

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Speaking about the merchant acquisition, Monish Chandiramani, Co-founder, Yeepeey said, “We are looking forward to extend the merchant base focusing on adding merchants on the platform which fulfil criteria like best quality and best delivery time.”

Dubai market remains the core focus area for Yeepeey until the end of 2021. Talking about the next steps for the geographical expansion, Sagar told Transcontinental Times, “We aim to capture the Dubai market faster in order to expand the market outreach by entering other emirates like Abu Dhabi followed by northern emirates like Sharjah and Ras-al-Khaimah by Q1 2022.”

What’s more for customers?

Groceries being the starting point, Yeepeey aims to be a super app, a one-stop solution for customers by adding around six new verticals including flower delivery, pet care, cakes and confectionaries by the end of 2021. Yeepeey has already signed around 20 merchants in flower and pet verticals.

According to Sagar, they aim to achieve the target of minimum 700-800 orders a day from the grocery vertical. Larger stores will also be added on the platform by end of this year. He added, “We would like the customers to be spoiled by choice but not confused by choice. It will be an important aspect for us to consider while adding more merchants to the platform. We would focus on adding merchants who are aligned with our strategy and are user friendly.

A safe option for shopping during Pandemic

Talking about the relevance of this hassle-free service during the times of pandemic, Monish said, Since the onset of the pandemic in 2020, consumer shopping patterns and choices have almost changed forever. Consumers now prefer taking precautionary measures and avoid being in crowded areas such as hypermarkets and would rather have as much possible delivered to their doorstep.”

With a vision to create an extensive q-commerce ecosystem, the new e-grocery start-up promises to change the way consumers shop, spend & save on groceries and more by subsidizing the current cost of convenience that customers have to pay while shopping. 


  • Smita Malwe

    Communication enthusiast, public relations professional and an avid writer. Former Senior Account Manager at SPAG.

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