Retail giant Future Group is launching an e-commerce app for the members of its Easyday brand, reported The Economic Times.

The app, which will target the retail consumers is reportedly a counter to Amazon Prime, Amazon’s paid subscription service.

The app will be used by the firm to compete effectively with rivals in the online grocery delivery sector, the report said. “Fruits and vegetables are a great way to get customers frequently.

They are daily products. We want the first mover advantage,” said Vinay Bhatia, CEO — group loyalty and analytics, Future Group was quoted as saying in the report.

According to the reports, the firm will utilize its neighbor format stores for delivery.

All members of the Easyday club will be targeted by the service that will initially cater to members living within a 2.5 km radius of the stores, the report said.

With food and grocery accounting for almost half the overall retail basket in the country, the move could well be a master stroke for the company that is aiming to open 10,000 stores by 2022, the report said.