LoveLocal has launched a dedicated in-house delivery partner network, marking a shift in how the hyperlocal e-commerce platform manages last-mile operations. The move is aimed at improving delivery reliability, order accuracy, and service consistency for customers and local retail partners.

The Mumbai-based platform, which focuses on sourcing daily essentials and fresh produce from neighbourhood stores, said bringing deliveries under its direct control will help strengthen its core promise of freshness and trust. Until now, last-mile delivery had largely depended on external partners.

According to the company, the new network allows closer coordination between retailers and delivery teams. This is expected to reduce delays, streamline order flow, and ensure that products reach customers in better condition.

Last-Mile Control

By managing deliveries end to end, LoveLocal plans to work more closely with its partner stores to balance demand and fulfilment. The company said this approach supports retailers in handling peak orders while maintaining service quality.

The delivery network is designed to support LoveLocal’s two-hour delivery model, which prioritises reliability over ultra-fast timelines. The platform operates through more than 820 digitised neighbourhood stores across Mumbai, covering categories such as fruits, vegetables, meat, and daily grocery items.

LoveLocal’s leadership indicated that the shift reflects a broader strategy to strengthen its quality-commerce model, where consistency and transparency are placed ahead of speed-driven expansion.

Customer Experience Push

To coincide with the launch, LoveLocal has introduced what it calls the “6-Star Experience Campaign” for new users. As part of this initiative, delivery partners will wear distinctive pink uniforms to create a more recognisable and personalised doorstep experience.

First-time customers will also receive small curated gifts with their orders. The company said these elements are intended to replicate the familiarity of neighbourhood shopping while adding a premium service layer.

The campaign is positioned as a branding and service initiative rather than a short-term promotional offer, with the company planning to extend it as the delivery network scales.

Founder Perspective

Founder Akanksha Hazari said the final delivery interaction plays a key role in shaping customer trust. According to her, building an in-house delivery system allows the platform to set clearer service standards for both customers and retailers.

She added that the network will initially scale across Mumbai, with a focus on building a dependable delivery ecosystem that supports local commerce rather than replacing it.

LoveLocal’s business model is built around empowering small retailers by providing them with digital storefronts, logistics support, payments, and data tools. This approach allows stores to go online without investing in separate supply chains.

The company said its model helps reduce operational costs by using existing neighbourhood retail infrastructure instead of creating parallel warehouses or dark stores.

Market Context

The launch comes at a time when India’s e-grocery and hyperlocal commerce markets are evolving beyond rapid delivery promises. Industry trends suggest that consumers are placing greater value on freshness, reliability, and transparent pricing.

LoveLocal has raised close to $30 million from investors including Vulcan Capital, Andreessen Horowitz, and Blume Ventures. With the Indian e-grocery market projected to grow significantly over the next decade, the company sees dependable last-mile delivery as a key differentiator in the sector.