Tokri.com, a Pune-based hyperlocal e-grocery player was fighting an uphill battle. Its two main domain rivals, Big Basket and Grofers, with diverse business models, were marginally ahead in the race. Conventional brick-and-mortar players and the unorganised local mom-and-pop stores too were fiercely holding on to customers. Tokri planned a promotional blitzkrieg focussing on speedy delivery and farm-fresh quality. Its survival and sustenance largely depended on the strategy adopted and the effectiveness of its operations. The case provides an opportunity to discuss important challenges faced by organizations in the e-grocery retailing industry, analyse different business models used by existing organisations in Indian e-grocery retailing market and identify opportunities for differentiation.