Table of Contents

Brief Overview of the Project

In the age where the intersection of technology and retail has become a paramount necessity, the journey of Pedals Up with Freshpik, an exquisite food and grocery destination, embarked on a path to redefine the shopping experience. Freshpik, owned by Reliance Jio, envisioned a modern grocery shopping haven that seamlessly blends the allure of gourmet delights with an immersivedigital edge. This visionary venture aimed to captivate the senses of discerning urban customers, offering a taste of sophistication and luxury in their culinary pursuits.

Freshpik's mission was clear:

To craft a holistic, immersive, and enjoyable shopping environment, a marketplace that transcends traditional grocery stores.

It sought to combine rich experiences, top-tier products, and state-of-the-art technology, creating a space where every interaction with the products would be nothing short of theatrical. The brand aspired to delight customers not only with the quality of products but also with the overall shopping experience.

This avant-garde venture beckoned for a robust and seamless e-commerce platform, a frontend that could translate its visionary retail landscape into a digital reality. This is where Pedals Up entered the picture as the technological partner of choice. Our role was to develop the frontend of the e-commerce website, a crucial piece of this delightful shopping puzzle.

The project involved understanding Freshpik’s unique blend of aesthetics, quality, and the desire to provide customers with gourmet assortments, farm-fresh produce, curated ready-to-eat options, and a host of other premium products. It also aimed to offer a symphony of digital features to enhance the overall shopping journey.

Collaboration with FYND (Company)

Pedals Up joined hands with FYND, the parent company of Freshpik, which owns a platform akin to Shopify, responsible for order management, product catalog updates, and inventory management. This collaboration marked a pivotal step in bridging the technological aspects of Freshpik’s e-commerce platform and FYND’s existing infrastructure.

Our collaboration with FYND involved a deep dive into their platform, gaining insights into its workings and intricacies. This understanding allowed us to seamlessly integrate the frontend of the Freshpik website with FYND’s robust system, creating a coherent and efficient ecosystem. In this synergistic journey, Pedals Up played a pivotal role in bringing Freshpik’s vision to life. Our team meticulously crafted the frontend of the e-commerce website, ensuring a responsive, immersive, and user-friendly experience for customers. The project required a harmonious blend of technology and aesthetics to transform Freshpik’s innovative concept into a digital reality.

Problem Statement

Freshpik, an avant-garde food and grocery destination store, sought to overcome several critical challenges to provide its discerning customers with a truly immersive and seamless shopping experience. The company’s vision was to create a modern and intuitive online platform that catered to urban, upmarket, and sophisticated consumers, offering a wide range of high-quality products and a shopping process that was both efficient and enjoyable. The core challenges addressed in this project include:

1. Responsive and User-Centric Design: Freshpik’s objective was to create a user interface that seamlessly adapted to various devices, from desktop computers to mobile phones. Ensuring a responsive design that consistently delivered an exceptional shopping experience was a critical challenge.

2. Integration with Existing Backend: The project needed to integrate the new frontend with Freshpik’s existing backend infrastructure. Coordinating these components to provide efficient order management, product catalog updates, and inventory management presented a considerable technical challenge.

3. Innovative Features: Freshpik aimed to differentiate itself by implementing innovative features such as the Google Maps API for an interactive mapping feature, a one-step checkout process, and a one-step login system. Developing and integrating these features presented unique technical challenges.

4. Customization and Optimization: Offering a highly customizable nested mega menu and optimizing the website’s performance required specific solutions. Implementing strategies like lazy loading, removing redundant code, and efficient pagination were essential for providing a superior shopping experience.

5. Customer Satisfaction: Ensuring customer satisfaction throughout the entire shopping process, from order return and cancellation to order tracking, was a paramount challenge. Freshpik sought to simplify these aspects while maintaining transparency and efficiency.


The problem statement revolved around transforming Freshpik’s vision into a reality by addressing the challenges of responsive design, backend integration, feature innovation, customization, and optimization, and ensuring a high level of customer satisfaction. This project aimed to tackle these challenges to create a unique and exceptional ecommerce website for Freshpik’s discerning customers.

Detailed Scope of Work

The scope of work for the Freshpik project was meticulously defined to ensure a comprehensive and well-executed development process. Freshpik, as an avant-garde food and grocery destination, had a distinct vision of creating an immersive and seamless shopping experience for its discerning customers. To realize this vision, Pedals Up took charge of the frontend development of Freshpik’s ecommerce website, with a strong commitment to delivering a user-friendly, responsive, and visually appealing platform.

The project’s scope extended across various critical aspects, starting with understanding the intricacies of Freshpik’s brand identity and customer experience objectives. Our mission was to translate these objectives into a digital reality, ensuring that the ecommerce website reflected the sophistication and elegance that Freshpik represents. First and foremost, our primary goal was to create a responsive frontend for the ecommerce website. This entailed crafting an intuitive user interface (UI) that catered to a diverse range of desktop and mobile screen sizes.

The website’s responsiveness was of utmost importance to provide a consistent and enjoyable shopping experience for customers, whether they accessed the site from a computer or a mobile device.

  • The development process included integrating the frontend with Freshpik’s backend infrastructure. This critical phase ensured that the website functioned as per the client’s requirements, enabling seamless order management, product catalog updates, and inventory management.
  • One of the standout features of the Freshpik ecommerce website was the integration of Google Maps API within the Vue.js framework. This integration allowed customers to experience an innovative mapping feature, enhancing the way they interacted with the website and, in turn, the products offered by Freshpik.
  • Additionally, the project involved the implementation of a product recommendation system on the product description pages. This feature was designed to help customers discover and explore new products based on their preferences and browsing behavior.
  • The website’s search functionality was powered by Algolia, a robust search and discovery API. This integration ensured that customers could easily find the products they were looking for, enhancing the overall shopping experience.
  • Freshpik’s commitment to providing a seamless and efficient shopping experience extended to the checkout process. Our goal was to create a single-step checkout that consolidated the price calculation, shopping cart, address input, coupon application, and payment into one streamlined page. This approach was implemented for both desktop and mobile views, making the purchase process quick and convenient.
  • For user convenience, we designed a single-step login system, eliminating the need for a traditional sign-up process. Instead, customers could log in using their mobile numbers and receive a one-time password (OTP) for quick and secure access to their accounts.
  • Freshpik’s commitment to delivering a curated, high-quality product range was reflected in the website’s nested mega menu. This three-level nested menu system, where customers could explore categories, brands, and specific product types, offered customization options for the admin platform to adapt to changing customer preferences.
  • To optimize the website’s performance, we implemented several key strategies. This included lazy loading, the removal of redundant and unused JavaScript and CSS, and pagination on product listing pages (PLP) to load a more manageable number of products, rather than overwhelming customers with the entire catalog.
  • The website also featured a custom carousel, providing an engaging and visually appealing way to showcase featured products and promotions. Additionally, precise delivery timings were displayed for customers, ensuring a transparent and convenient shopping experience.
  • The project’s complexity extended to the order tracking system, which involved tracking the status of orders, from placement to confirmation, picking and shipping, and ultimately delivery. This feature provided customers with real-time updates on their orders, adding to the overall shopping experience.

Another vital aspect of the project was the development of a user-friendly order return and cancellation flow. This streamlined process allowed customers to cancel specific items or initiate returns in just one or two simple steps, enhancing customer satisfaction. Lastly, the website included a store locator page to help customers easily find the nearest Freshpik store. This feature catered to users who preferred in-store shopping or desired a more tactile grocery experience. Pedals Up’s mission was to translate Freshpik’s vision into a digital reality, ensuring that every aspect of the website’s frontend reflected the brand’s commitment to sophistication, quality, and customer satisfaction.

Frontend Development for Freshpik Ecommerce Website

The frontend development for Freshpik’s ecommerce website was a pivotal component of this project. Our mission was to create an aesthetically pleasing and responsive user interface (UI) that catered to the diverse range of devices, from desktop computers to mobile phones. This responsiveness ensured a seamless shopping experience for customers, regardless of the device they used.

The development process included the integration of the frontend with Freshpik’s existing backend infrastructure. This step was crucial in making the website fully functional, aligning it with the client’s requirements, and allowing for efficient order management, product catalog updates, and inventory management.

  • The website was designed to provide a user-friendly experience that extended to the checkout process, featuring a single-step checkout for both desktop and mobile users.
  • We also implemented a one-step login system, allowing customers to log in with their mobile numbers and receive one-time passwords (OTPs) for quick and secure access to their accounts.
  • To optimize the website’s performance, we introduced features like lazy loading, removal of redundant code, and pagination on product listing pages (PLP) to provide customers with a manageable number of products.
  • The order return and cancellation process was simplified, offering one or two-step solutions to enhance customer satisfaction.

Our frontend development aimed to create a visually appealing and responsive ecommerce website that matched Freshpik’s commitment to quality and sophistication while offering an engaging and user-friendly shopping experience.


Special Features of the Freshpik Ecommerce Website

The Freshpik ecommerce website offers exhaustive set of special features that set it apart from the competition. These unique attributes make it an appealing and convenient destination for customers seeking the finest in food and grocery items.

Innovative User Interface (UI): At the heart of Freshpik’s digital presence is its innovative user interface. The website is designed with a focus on responsive and visually engaging UI elements that cater to a variety of devices, from desktop computers to mobile phones. This ensures a seamless and consistent shopping experience, regardless of the customer’s preferred platform.

  • Google Maps API Integration: One of the standout features of the Freshpik ecommerce website is the integration of Google Maps API within the Vue.js framework. This integration allows customers to interact with an innovative mapping feature that enhances their online grocery shopping experience. The interactive maps provide a new dimension to the website, enabling customers to navigate and explore Freshpik’s offerings with ease.
  • Single-Step Checkout: Freshpik understands the value of time and convenience for its customers. To streamline the purchase process, the website features a single-step checkout that consolidates several crucial steps into one page. Customers can calculate the final price, manage their cart, input delivery addresses, apply coupons, and make payments—all on a single, efficient page. This feature caters to both mobile and desktop users, ensuring that the checkout experience is quick and convenient.
  • One-Step Login: Freshpik simplifies the login process for its customers. Instead of the traditional sign-up process, customers can log in with their mobile numbers and receive one-time passwords (OTPs) for secure access to their accounts. This one-step login is designed to provide quick and hassle-free access to the website and enhance the user experience.
  • Nested Mega Menu: To make product discovery intuitive and efficient, the Freshpik website features a three-level nested mega menu. This menu structure allows customers to explore categories, brands, and specific product types seamlessly. Moreover, the admin platform offers customization options, allowing Freshpik to adapt to changing customer preferences and needs.
  • Optimized Performance: Performance optimization is a priority for Freshpik. The website incorporates several strategies to ensure optimal loading times and smooth navigation. These strategies include lazy loading, removal of redundant code, and pagination on product listing pages (PLP). By minimizing load times and ensuring that the website operates efficiently, Freshpik provides a more enjoyable shopping experience for customers.
  • Custom Carousel: A custom carousel feature adds a touch of elegance and visual appeal to the website. The carousel is used to showcase featured products, promotions, and seasonal offerings. This dynamic element captures the attention of customers and directs them towards attractive deals and offerings, enhancing their shopping experience.
  • Precise Delivery Timings: Freshpik is committed to transparency and customer convenience. To provide customers with precise information, the website displays delivery timings. This feature ensures that customers are informed about when to expect their orders, adding a layer of convenience to the shopping process.
  • Efficient Order Return and Cancellation Flow: The website streamlines the process of order returns and cancellations, making it hassle-free and efficient. Customers can cancel specific items or initiate returns in just one or two simple steps. This customer-centric approach ensures that Freshpik’s customer satisfaction remains a top priority.
  • Order Tracking System: The order tracking system implemented on the website is designed to keep customers informed about the status of their orders. Customers receive real-time updates, from order placement and confirmation to picking, shipping, and final delivery. This feature provides peace of mind and transparency, enhancing the overall shopping experience.

These special features of the Freshpik ecommerce website reflect the brand’s commitment to sophistication, quality, and customer satisfaction. The website’s user-centric design and innovative functionalities create an immersive shopping experience that sets Freshpik apart in the food and grocery industry.


Notable Integration and Functionalities.

Freshpik’s ecommerce website is distinguished by notable integrations and functionalities that elevate the customer experience. These features are carefully selected to align with Freshpik’s commitment to providing a seamless, immersive, and enjoyable shopping platform. 

  • Algolia Integration: To enhance the search functionality, the Freshpik website integrates Algolia, a robust search and discovery API. This integration empowers customers to easily find the products they seek. By offering an efficient and intuitive search experience, Algolia ensures that customers can quickly locate and explore Freshpik’s extensive range of offerings.
  • Recommendation Product Integration: The product recommendation system integrated into the product description pages is a notable feature of the website. This functionality enables customers to discover and explore new products based on their preferences and browsing behavior. It adds a personalized touch to the shopping experience, increasing customer engagement and satisfaction.
  • Google Maps API: The integration of Google Maps API within the Vue.js framework is a unique and innovative feature of the Freshpik website. This integration provides customers with interactive maps that enhance the way they interact with the website and its products. The maps not only guide customers but also add an engaging element to the online shopping experience.
  • Performance Optimization: The website prioritizes performance optimization to deliver efficient and smooth navigation. This includes features like lazy loading, the removal of redundant code, and pagination on product listing pages (PLP). These strategies ensure that customers experience minimal load times and enjoy a frictionless shopping journey.
  • Custom Carousel: The custom carousel, a dynamic element of the website, showcases featured products, promotions, and seasonal offerings. This functionality captures customers’ attention and guides them toward attractive deals and offerings. It adds an engaging visual component to the website, enhancing the overall customer experience.
  • Efficient Order Management: Freshpik’s website streamlines order management with features like a single-step checkout process, one-step login, and an efficient order return and cancellation flow. These functionalities make the shopping process efficient and hassle-free, ensuring that customers can quickly and easily manage their orders.
  •    The order tracking system keeps customers well-informed about their orders’ status, from placement to delivery. Customers receive real-time updates, adding transparency and convenience to the shopping experience.


These notable integrations and functionalities further enhance the Freshpik ecommerce website’s user experience. The website is designed to cater to the preferences and needs of discerning customers.

Technology Stack

Tools, Frameworks, and APIs Used
The technology stack powering the Freshpik ecommerce website is a carefully selected ensemble of tools, frameworks, and APIs that work in harmony to deliver a seamless, efficient, and immersive shopping experience. These components are instrumental in achieving the website’s high performance, rich functionality, and exceptional user interface.
Vue.js Framework
Vue.js, a progressive and approachable JavaScript framework, forms the core of the website’s frontend development. Its versatility and agility enable the creation of a responsive and dynamic user interface. Vue.js is instrumental in ensuring that the website performs optimally on a wide range of devices, from desktop computers to mobile phones.
Google Maps API
The integration of the Google Maps API brings an interactive mapping feature to the Freshpik website. Customers can navigate and explore the platform with ease, guided by an innovative map that enhances their online grocery shopping experience. This feature adds an engaging and intuitive element to the website, enhancing the user interface and overall experience.
Algolia Search and Discovery API
Algolia’s robust search and discovery API is harnessed to optimize the website’s search functionality. It empowers customers to efficiently search for and discover products within Freshpik’s extensive range. Algolia ensures that customers can find and explore products effortlessly, enhancing their overall shopping journey.
Custom Carousel
A dynamic and visually engaging custom carousel feature is incorporated into the website’s design. This component showcases featured products, promotions, and seasonal offerings, guiding customers toward attractive deals and offerings. The custom carousel not only captures customers’ attention but also enhances the website’s visual appeal and user engagement.
Vue Router
Vue Router, a routing library for Vue.js, plays a pivotal role in enabling seamless navigation throughout the website. It ensures that customers can smoothly explore the various sections of the platform and easily access product categories, making their shopping experience intuitive and efficient.
Lazy Loading
  To optimize website performance, the implementation of lazy loading is crucial. This feature allows elements on the website to load as needed, reducing initial load times and enhancing overall navigation. It ensures that customers experience minimal delays and can enjoy frictionless interaction with the platform.

Node.js is used in the development of the backend wrapper, ensuring a robust and efficient infrastructure that supports the website’s functionality. It plays a central role in managing the communication between the frontend and the various APIs integrated into the platform.
The careful selection and integration of these tools, frameworks, and APIs reflect Freshpik’s dedication to providing a cutting-edge, user-friendly, and performance-driven ecommerce website.

This technology stack contributes to the platform’s unique selling proposition by ensuring that customers enjoy a smooth and immersive shopping experience.

User Experience and Design

Creation of a Responsive User Interface
One of the foremost priorities of Freshpik’s ecommerce website is the development of a responsive user interface. The platform is designed to provide an optimal experience on a wide range of devices, including desktops, laptops, tablets, and mobile phones.

This responsiveness ensures that customers can effortlessly access the website and enjoy a consistent shopping experience, regardless of the device they use.

Freshpik’s responsive user interface is underpinned by Vue.js, a dynamic and adaptable JavaScript framework. This technology allows for the seamless adjustment of the website’s layout, content, and functionality based on the specific screen size and device used by the customer. As a result, customers can navigate the platform, browse products, and make purchases with ease, irrespective of their chosen device. This commitment to responsive design reflects Freshpik’s dedication to user-centricity and accessibility.

Design Adaptation for Desktop and Mobile Devices
Freshpik understands that modern customers engage with online platforms through a variety of devices, including both desktop and mobile. To cater to this diversity, the website’s design is carefully adapted to ensure an optimal experience on both desktop and mobile devices.


For desktop users, Freshpik’s website offers a visually immersive experience. The large screens provide an ideal canvas for showcasing the diverse range of products available. The custom carousel, which highlights featured products and promotions, takes center stage, capturing the attention of users. The site’s menu system, including a nested mega menu, is optimized for desktop users, enabling them to explore various product categories with ease. This adaptation ensures that customers using desktop devices can access the full array of products and features conveniently.


In contrast, mobile users receive a design tailored to their devices, ensuring a seamless and intuitive shopping experience. The website is optimized for mobile screens, with the responsive Vue.js framework ensuring that the user interface remains user-friendly on smaller displays. This adaptation includes streamlined menus, touch-friendly controls, and efficient navigation, all designed to enhance the mobile shopping experience. It simplifies the entire purchase process, right from product selection to checkout, making it efficient and enjoyable for mobile users.

The website’s design adaptation for both desktop and mobile devices is a testament to Freshpik’s commitment to inclusivity and customer-centric design. By ensuring a responsive and visually appealing user interface on all devices, Freshpik delivers a shopping experience that caters to the diverse needs and preferences of its customers.

Advanced Features and Integrations

Freshpik’s ecommerce website stands out in the competitive online grocery shopping landscape thanks to a host of advanced features and integrations that enhance user experience, streamline the shopping process, and offer unmatched convenience.

1.Google Maps API Integration in Vue
Freshpik leverages the power of Google Maps API integrated within Vue to offer location-based services. This feature enables customers to pinpoint the nearest store, plan their visit, and estimate the time required for delivery or in-store shopping.

2.Ecommerce Functionality Using Vue
Vue.js plays a pivotal role in Freshpik’s ecommerce functionality, facilitating smooth interactions and real-time updates. Vue’s dynamic nature ensures a responsive, seamless, and highly interactive user interface, optimizing the overall shopping experience.

3.Product Recommendation Integration
Freshpik enhances user engagement and product discovery by integrating a product recommendation engine. This feature suggests related items to customers, encouraging them to explore complementary products and make informed choices.

4.Category and Brand Level Filters
To expedite the product search process, Freshpik incorporates category and brand level filters. This enables customers to refine their search results based on their preferred product categories and brands, simplifying the shopping experience.

5.Algolia Search Integration
Freshpik bolsters search functionality with Algolia integration. This high-powered search engine ensures customers can quickly find products, providing efficient and accurate search results.

6.Single-Step Checkout Process
In a bid to reduce the steps involved in the checkout process, Freshpik introduces a single-step checkout feature. This efficient process combines price, cart, address, coupon, and payment into a single page for both mobile and desktop users.

7.Single-Step Login Using Mobile Number and OTP
Freshpik simplifies account access with a single-step login, allowing users to log in using their mobile number and a one-time password (OTP). This streamlined process enhances security and expedites the login experience.

8.Nested Mega Menu Customization
To aid customer navigation, Freshpik introduces a nested mega menu system. This customization offers three levels of nesting, enabling customers to explore product categories with ease. The admin platform empowers customization as per specific requirements.

9.Site Optimization Techniques
Freshpik prioritizes site optimization by implementing techniques such as lazy loading, reducing redundant JavaScript and CSS, and incorporating pagination on product listing pages (PLP). These optimizations lead to quicker load times and a smoother shopping experience.

10.Custom Carousels
Custom carousels are a visual highlight of Freshpik’s ecommerce website, showcasing featured products and promotions. These engaging carousels capture customer attention, highlighting enticing deals and offers.

11.Precise Delivery Timings Display
Freshpik ensures transparency in delivery timings by displaying precise information. Customers can access real-time updates on when their orders will be delivered, enhancing convenience and expectation management.

12.Hover Effect on Product Description Page
The product description page offers a delightful hover effect, enabling customers to magnify product images for a closer look. This interactive feature enhances the browsing experience.

13.Order Return and Cancellation Process
Freshpik streamlines the order return and cancellation process, reducing it to just one or two steps. This simplification ensures that customers can swiftly request returns or cancellations with minimal effort.

14.Order Tracking System
Customers can track their orders throughout the entire process, from order placement to delivery. Real-time updates, including order confirmation, shipment status, and delivery, ensure customers remain informed.

15.Store Locator Page
The store locator page provides customers with a user-friendly tool to find the nearest Freshpik store. It offers detailed location information and maps for hassle-free navigation.

16. Competitive Analysis
Freshpik conducts a thorough competitive analysis, comparing its offerings with established players like Big Basket, Zepto, and Swiggy Instamart. This process ensures that Freshpik remains aligned with industry standards and can exceed customer expectations.

17. Specific Item Cancellation After Order Placement
Customers have the flexibility to cancel specific items from their orders even after placement. This feature adds convenience and adaptability to the shopping experience.

18.Custom Email and SMS Triggers
To enhance communication and customer engagement, Freshpik implements custom email and SMS triggers. These triggers deliver messages at different stages of the customer journey, including order placement, delivery updates, and cancellations, ensuring customers are well-informed and engaged.

The incorporation of these advanced features and integrations positions Freshpik as a frontrunner in the online grocery shopping space, offering a robust and user-centric platform that caters to the diverse needs and preferences of its customers.

Project Challenges and Solutions

Overcoming Challenges in Platform Understanding
The initial hurdle Freshpik faced was the need to comprehend and integrate its ecommerce website with the existing platform owned by the company, FYND. This platform shared similarities with Shopify and was already operational, managing orders, product catalog, inventory, and more. Achieving alignment between Freshpik’s frontend development and FYND’s platform was essential for a cohesive shopping experience.

Platform Assimilation:
Freshpik undertook a comprehensive review of FYND’s platform. This process involved a deep dive into the structure, data handling, and the mechanics of FYND’s ecommerce infrastructure. It was crucial to gain a holistic understanding to ensure a smooth synergy between Freshpik’s frontend development and FYND’s platform.

Seamless Integration:
To ensure that the website’s frontend operated seamlessly alongside FYND’s platform, Freshpik’s development team established clear communication channels and integrations. This included interfacing with FYND’s APIs, synchronizing data, and making the user interface (UI) and user experience (UX) work in harmony.

Project Collaboration:
Close collaboration between Freshpik’s team and FYND’s technical experts played a significant role in overcoming platform-related challenges. Regular communication, knowledge sharing, and a collective understanding of the platform were pivotal in streamlining the integration.

Technical Solutions Implemented:
As the development of Freshpik’s ecommerce website progressed, technical solutions were implemented to ensure a feature-rich and efficient platform. These solutions addressed several aspects of the project, from UI design to integration and user experience. Let’s explore the key technical solutions that empowered Freshpik’s online grocery store.

Vue.js for Seamless UI Development:
Freshpik harnessed the power of Vue.js for frontend development, ensuring a responsive and dynamic UI. Vue.js, renowned for its simplicity and effectiveness, facilitated smooth interactions andreal-time updates. This choice contributed to a responsive and highly interactive UI, guaranteeing optimal user experience.

Google Maps API Integration in Vue:
To enhance user convenience and offer location-based services, Freshpik integrated Google Maps API within the Vue framework. This implementation allowed customers to locate the nearest Freshpik store, access route planning, and estimate delivery or in-store shopping times.

Product Recommendation Engine:
The incorporation of a product recommendation engine significantly enriched the user experience. This feature suggests related products to customers, encouraging them to explore complementary items and make informed choices. It boosts customer engagement and increases the likelihood of cross-selling.

Algolia Search Integration:
Search functionality received a substantial upgrade through the integration of Algolia, a high-powered search engine. This optimization ensures customers can swiftly locate products, delivering efficient and accurate search results, reducing frustration, and improving the overall shopping experience.

Single-Step Checkout and Login Process:
Freshpik simplified the checkout process by introducing a single-step checkout, encompassing price, cart, address, coupon, and payment in a single page for both mobile and desktop users. Similarly, the single-step login allowed users to log in using their mobile number and an OTP. These streamlined processes enhanced security and expedited user interactions.

Custom Carousels for Engaging Displays:
To captivate user attention and showcase featured products and promotions, Freshpik introduced custom carousels. These visually appealing displays highlight enticing deals and offers, encouraging customers to explore more products and enhance their shopping experience.

Precise Delivery Timings Display:
Freshpik ensured transparency regarding delivery timings by providing precise information about when orders would be delivered. Real-time updates regarding order tracking, including order placement, shipment status, delivery, and order confirmation, were made available to customers.

Hover Effect for Image Magnification:
To improve the product browsing experience, Freshpik implemented a hover effect on the product description page. This feature allowed customers to magnify product images for a closer look, providing an interactive and informative touch to the user experience.

Custom Email and SMS Triggers:
For enhanced communication and customer engagement, Freshpik employed custom email and SMS triggers. These triggers sent messages at different stages of the customer journey, such as order placement, delivery updates, and cancellations. These personalized communications ensured customers remained well-informed and engaged throughout their interaction with the platform.

The successful implementation of these technical solutions not only overcame project challenges but also transformed Freshpik’s online grocery store into a feature-rich, user-centric, and efficient platform. These solutions played a crucial role in creating an engaging shopping experience and ensuring customer satisfaction.

Client Background

Introduction to Freshpik (Owned by Reliance Jio)
Freshpik, an innovative food and grocery destination store, is a subsidiary of the telecommunications giant, Reliance Jio. With its roots firmly grounded in the rich and diverse ecosystem of the Reliance Industries conglomerate, Freshpik represents a fresh and distinct approach to modern grocery shopping.

Freshpik’s Position in the Market
In the contemporary landscape of food and grocery retail, Freshpik emerges as a trailblazer, promising a unique and enriching shopping experience. Freshpik’s market positioning is defined by its commitment to offering consumers more than just a typical grocery store visit. It strives to be a one-stop destination where culinary experiences come to life, where choices are informed, senses are heightened, and transparency reigns.

Freshpik caters to an urban, upscale demographic that values not just the essentials but also the art of gastronomy. Its target customers are discerning individuals who appreciate life’s finer aspects, exhibit sophistication while embracing subtlety. They are well-traveled, well-exposed, and possess adventurous culinary spirits, always eager to experiment and explore.

What sets Freshpik apart is its distinctive selection of gourmet offerings that extend beyond the ordinary. The inventory includes premium international ingredients, farm-fresh fruits and vegetables of uncompromising quality, a curated range of ready-to-eat products, a healthy selection of gluten and sugar-free items, top-tier wines and cheeses, specialty coffees and teas, luxurious confectionery, aesthetically pleasing kitchen essentials, and a thoughtful collection of health and personal care products.

However, Freshpik is not just about the exceptional range of products it offers; it’s also about the shopping experience it provides. The brand envisions a modern, welcoming, luxurious, and soothing shopping atmosphere that uplifts moods and is an enjoyable sensory journey. The incorporation of immersive and intuitive digital elements ensures that the customers feel engaged throughout their visit.

A visit to Freshpik involves more than just shopping; it’s a multi-sensory experience. Customers can indulge in gourmet delights through various kiosks offering ready-to-eat treats that tantalize taste buds. The brand currently operates its flagship store in one of the most prestigious malls in India, Jio World Drive at Bandra-Kurla Complex (BKC), Mumbai.

Freshpik’s association with Reliance Jio ensures that it benefits from the vast resources, digital expertise, and market reach that this conglomerate offers. This affiliation is a significant advantage that places Freshpik on a unique pedestal in the competitive landscape of grocery retail. It combines the strengths of a renowned telecommunications company with a pioneering gourmet retail experience, creating a synergy that reflects in Freshpik’s vision, offerings, and market positioning.


The collaborative efforts of Freshpik and Pedals Up resulted in a successful project, marked by notable achievements and impactful deliverables. This section explores the achievements, benefits, and the positive outcomes generated by the development of Freshpik’s ecommerce website.

Achievements and Deliverables:
Throughout the project, Freshpik achieved significant milestones and delivered essential outcomes that contributed to the success of the ecommerce website. These achievements underpin the effectiveness of the collaboration and the dedication of both teams.

  • Seamless Integration with FYND’s Platform: One of the project’s noteworthy achievements was the seamless integration of Freshpik’s frontend with FYND’s platform. Freshpik’s development team successfully navigated the complexities of FYND’s existing system, allowing both interfaces to operate harmoniously. This achievement enabled Freshpik to leverage the operational infrastructure of FYND for its ecommerce operations.
  • Custom Features and Engagements: Freshpik’s website boasts a range of custom features and engaging elements. From custom carousels to precise delivery timings and a product recommendation engine, these deliverables enhance the website’s appeal and functionality, enriching the overall user experience.
  • Effective Technical Solutions: The implementation of technical solutions such as Vue.js, Google Maps API integration, Algolia search, and single-step checkout and login processes contributed to the project’s success. These solutions streamlined the website’s functionality, making it user-friendly and efficient.
  • User-Centric UI/UX Design: The development of a user-centric user interface (UI) and user experience (UX) design was a significant deliverable. Freshpik’s website offers a responsive, dynamic, and highly interactive UI that caters to the diverse needs of customers. This achievement was pivotal in ensuring that customers have a seamless and engaging shopping experience.

Benefits of the Developed E-commerce Website

The development of Freshpik’s ecommerce website introduced a multitude of benefits, both for the business and its customers. These advantages underscore the value of the platform and the positive impact it has on the ecommerce landscape.

Enhanced User Experience:Freshpik’s website offers customers an enhanced shopping experience. The intuitive design, responsive interface, and efficient navigation make it easier for customers to explore products, make purchases, and enjoy a hassle-free shopping journey.

Seamless Purchase Process:
The introduction of features such as single-step checkout and login streamlines the purchase process. Customers can complete their transactions quickly and efficiently, reducing cart abandonment rates and improving conversion rates.

Efficient Search and Product Discovery:
The integration of Algolia search enhances the efficiency of product search and discovery. Customers can find desired products swiftly, providing convenience and ensuring they locate precisely what they are looking for.\

Personalized Product Recommendations:
The inclusion of a product recommendation engine boosts customer engagement and encourages additional purchases. Customers receive tailored product suggestions, adding value to their shopping experience and increasing order values.

Transparency and Communication:
Freshpik’s commitment to providing precise delivery timings and order tracking information creates a sense of transparency and trust. Customers are well-informed at every stage of their order, leading to a positive and reliable shopping experience.


In summary, the achievements and deliverables resulting from the Freshpik ecommerce project, in conjunction with the inherent benefits of the developed website, underscore the success of the collaboration between Freshpik and Pedals Up. This project has introduced an innovative and user-centric ecommerce platform that offers a seamless and enjoyable shopping experience for customers while elevating Freshpik’s presence in the online grocery market.

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