Hyperlocal e-commerce platform LoveLocal has rolled out a new initiative titled the 6-Star Experience Campaign, introducing a concierge-style doorstep delivery model aimed at strengthening last-mile reliability and enhancing the overall customer experience. The move marks a shift towards bringing delivery operations in-house, allowing the platform greater control over service quality, delivery timelines, and order accuracy.
As part of the initiative, LoveLocal has introduced a dedicated network of delivery partners who will operate under the company’s direct supervision. These partners will be identifiable through distinctive pink uniforms, signalling the campaign’s focus on personalised and consistent doorstep interactions. First-time customers availing the service will also receive curated welcome goodies along with a surprise gift as part of their initial order experience.
The campaign builds on LoveLocal’s existing focus on freshness-led categories such as fruits and vegetables (FNV) and meat and non-meat fresh (MNF). By managing delivery end-to-end, the company aims to work more closely with neighbourhood retailers to streamline order fulfilment, reduce delays, and ensure consistent service standards across locations.
According to the company, the premium service layer is intended to combine operational efficiency with a more human-led delivery interaction, reflecting its broader approach to quality-driven hyperlocal commerce.
Akanksha Hazari, Founder of LoveLocal, said, “A great shopping experience is not defined only by selection or speed. It is shaped by the final interaction at the doorstep. By establishing our own delivery partner network, we are raising the standard of that moment for both customers and retailers. The 6-Star Campaign takes this forward by turning each delivery into a thoughtful, welcoming experience that captures the everyday warmth of neighbourhood shopping and gives it a premium edge.”
She added that as the network expands across Mumbai, the company will continue developing a delivery ecosystem that supports local retailers while offering customers a reliable and modern shopping journey.
LoveLocal currently operates on a two-hour delivery model, powered by over 820 digitised neighbourhood stores across Mumbai. The platform positions itself around quality commerce, prioritising freshness, trust, and retailer partnerships rather than ultra-fast delivery timelines. Customers have access to a wide assortment of daily essentials and fresh produce, along with competitive pricing from local stores.
For retailers, LoveLocal provides digital storefronts, logistics and delivery support, payment solutions, marketing tools, and analytics, allowing them to digitise operations without investing in separate infrastructure.
The company has raised close to USD 30 million from investors including Vulcan Capital, Andreessen Horowitz, and Blume Ventures. With India’s e-grocery market projected to reach USD 96 billion by 2033, LoveLocal said it is observing a growing consumer preference for reliability, transparency, and freshness as key factors influencing purchase decisions.
