Problem: Ethnic grocery experience is outdated and fragmented, marked by a generational disconnect. Millennial and Gen Z consumers are less inclined to cook, and traditional product offerings lack health-conscious, culturally-relevant, and aspirational branding the audience seeks. Meanwhile, a wave of next-gen global food brands aligned with these values remains geographically siloed and inaccessible to the U.S. market.
Goals
→ Reimagine the ethnic grocery aisle as a curated, digital-first platform — modular, shoppable, and algorithmically personalized.
→ Turn food exploration into an engaging, social-first experience that solves for relevance, aesthetics, and modern health standards.
→ Introduce token-based incentives that reward customer engagement, enable ownership, and transform early adopters into stakeholders.
Unbundling Ethnic Grocery
Food products are reorganized into a simplified, emotionally intelligent UX that prioritizes cultural context over traditional grocery structures. Instead of overwhelming users with endless SKUs and generic sections, the interface presents curated, intention-driven collections: “Homestyle Foods” or “Chaats & Grills” – this reduces decision fatigue while aligning with how modern consumers shop: based on emotion, identity, and occasion.
Creating something powered by AI — that’s actually useful.
What a better way to serve modern consumers than by solving real, day-to-day food challenges with the power of AI? A core feature of the platform is localized pick-up and delivery for authentic home-style meals that are dynamically tailored to each user’s tastes, habits, and queries. It’s personalization at scale – powered by data.
Engagement as Fuel for Participatory Commerce
Consumers can shop products backed by authentic, community-validated insights (not generic reviews). Every purchase or review contributes to an authentic trust layer. Users can earn tokens for meaningful contributions, which can then be used to mint verified reviews on-chain: Ensuring transparency and true ownership.
Web3/DAO Marketplace connecting new brands with a rising consumer base
Bijli introduces a decentralized, token-incentivized marketplace designed to facilitate direct engagement between emerging CPG brands and digitally native and Web3-forward consumers. Access to the marketplace is governed by the $BIJ utility token, which functions as both a transactional medium and a digital culture mechanism.
Tokens aren’t just rewards – they’re real assets. Users can reinvest them into emerging South Asian makers via exclusive drops, curated boxes, or early-access launches. Turning cultural consumption into collective value creation.