South India’s leading grocery retailer, Heritage Fresh has entered into a strategic alliance with digital payments platform Freecharge.
Under the partnership, payments though Freecharge will be accepted at all 125 supermarkets of Heritage Fresh across Hyderabad, Bengaluru and Chennai. Customers can make payments at Heritage Fresh & Heritage Mart supermarkets by using their mobile numbers registered with Freecharge and complete the transaction in less than 10 seconds.
Commenting on the alliance, Dharmender Matai, Chief Operating Officer, Heritage Fresh, said “This alliance will reduce cash handling for the customers & staff and will also contribute to the government’s objective of reducing cash transactions.”
Freecharge is focused on creating a great user experience for customers to help them move away from cash to e-cash. The alliance with Heritage Fresh, extends the reach of Freecharge to many more points of daily use and consolidates its presence in Hyderabad, Bengaluru and Chennai.
“Speed is of essence when shopping at supermarkets. Customers want a hassle-free shopping experience and one of the pain points is waiting for SMS based OTP to complete their transaction. This process not just increases the queue at the counter but also the frequency of making cash payments.” Govind Rajan, Chief Executive Officer, Freecharge, said.