It all started with an idea of Sachin to start an e-commerce company more particularly a grocery to cater to the Tier-3 city/town like Vasai nearby Mumbai. With an experience of being a Finance Head and dealing with routine dynamics, business acumen is part of his day to day activities. We started working on the concept sacrificing all our weekend and also after hours from office on a daily basis, finally the concept and business was ready to take off. Market share or potential market was an important aspect wherein we had to identify a sustainability factor to ensure that we get Return in Investment (ROI) as quickly as possible. Stories of many existing players and dynamics of their online business sometimes made us think twice. We did all the basic work to get an overview of the potential customers and possible share we can encash to our business which presented us the worth to penetrate into the grocery online business. Thus we planned to go with our brand "Go4Kirana".