The grocery market is one the largest markets in the world and is expected to reach $8.5 trillion by 2020 according to forecast. It is heading for a digital tipping point, with a large amount of its growth to come from online. Being the target segment for INS, online grocery is expected to rise from $98 billion in 2015 to $290 billion in 2020, according to IDG reports.

The grocery market has grown tremendously but it still faces two massive interrelated problems – ineffective trade promotions and abuse by grocery retailers.

Ineffective, expired and expensive trade promotion practice. Trade promotion expenses represents 17% of manufacturer’s sales. Over $50 billion on trade promotions never reaches consumer on yearly basis. Partially in today’s promotion-laden environment works perfectly with the growing costs of promotions and the inefficiencies they manufacture. 95% of manufacturers claim that trade promotions ineffectiveness is an issue to take very seriously.

The grocery market dominated by retailers. Retail chain represents a very large share of grocery revenue and have an immense grip on manufacturers spawning great impact on consumers all over the world. Retailers dictate what food is grown and processed, packaged, prices and promoted. In the U.K. For example, four retailers acts as a slim passage for 7,000 manufacturers to sell their products to 25 million households, which reflects how the existence of retailer abuse in the grocery industry has not only been allowed to evolve but also flourish.

INS is executing a decentralized ecosystem allowing consumers to save up to 30% on every shopping buying directly from grocery manufacturers.

Direct contact between consumers and manufacturers. Avoiding retailers and wholesalers means a more clear and modified grocery shopping experience at lower prices. Consumers will be able to choose which goods they need and the brands they want. It is called “Consumption 2.0” since 21st century customers are fed up with one-way type of communication where retailers push goods onto them that exploits retailers dividends – not really what the consumers want. We have plans of making consumers have unobstructed links to independent and local manufacturers including farmers that do not fit retailer distribution chain or procurement terms and can’t get their goods on retail shelves.

Enabling manufacturers to market their goods instantly to the consumers. No more inefficient and expensive trade promotions seized by wholesalers and retailers. INS will allow manufacturers to provide bespoke marketing projects to reward their customers directly. These projects works on smart contracts and powered by the INS token as a means of reward. It has a lot of things in common to miles-based reward projects of so many airlines but a lot cheaper to run, more advanced and modified all because they have smart contract behind them. This wasn’t possible, not until the of era of blockchain and smart contract.

INS Has The Prerequisite To Carry Out Ambitious Task Of Disrupting The Grocery Industry Based On Our Vast Industry Knowledge And Verified Interest From The Largest Grocery Manufacturers In The World.

Over 4 years of grocery industry track record. INS was created by veterans of the online grocery industry with the use of the experience and knowledge obtained since 2013. We have gained valuable feedback from consumers and also built strong relationships with manufacturers.
INS received strong interest from both small and large consumer goods manufacturers in the world.



The global grocery industry is dominated by mass-market retail chains. A huge share of grocery market is frequently in the hands of few retailers at the national level in many countries. While some buyer power are simply desirable for competitive advantage, the high level of concentration can cause a growing imbalance of buyer within the supply chain.

*Applying buyer power is normal when not abused. Any industry participant would seek bigger volumes to use as a tool for negotiating reasonable prices, which is quite understandable. But grocery retailers are aggressively extracting better terms from already tight manufacturers, going beyond the profits to be received for achieving economies of scale.

*No manufacturer has enough power either small or large. Procter &a Gamble, Unilever and Nestle are all global bodies, they play a part in the industry and have more more canvassing power than small manufacturers. But still the extensive control retailers have on end-customers all through the supply chain is no match these companies.

*Retailer buyer abuse extends beyond normal pressure. The abuse of buyer power is the interpretation of this pressure. Powers like this allows the retailers to dictate the outcome of so many terms like items to be stocked, quality, quantity, packaging, delivery schedules returns policy and most especially, payment and price conditions.

*Big gap between manufacture and consumption. In the US, average meal almost 1500 miles to get from farm to plate. This is a very common problem for many countries and can lead to financial and ecological consequences with relevant impact in the long term.

*waste in areas of the supply chain. Food is being wasted in supply centers and on grocery store shelves. According to recent research, supermarkets serves over 400 million pounds worth of food, yet almost a third of it wasted yearly.

17% of sales on trade promotions by grocery manufacturers. Trade promotions consists of a growing category of manufacturer costs directed to both retail and wholesale suppliers instead of to consumers. Over $500 billion is spent by manufacturers on trade promotions every year and 66% of that generates negative return and result in expensive grocery prices.

INS is aiming to substitute trade promotions with a more direct, efficient and modified marketing.


The founders of INS gained a first hand and practical experience in the grocery industry while growing and developing instamart employs more than 200 people, signed contracts with the biggest retailers in the country and works with the leading grocery manufacturers.

With four years of operating experience in the grocery retail sector assisted in identifying major inefficiencies and abuses in the industry’s present form. INS chases a large opportunity to disrupt the global grocery retail market via establishing a decentralized and fair ecosystem that connects manufacturers and consumers directly. Instamart built direct relationships with manufacturers including the worlds largest multinational FMCG companies.


Grocery retailers have achieved a dominant market share and high concentration: up to 90% of the market in many countries is controlled by a handfull of retailers.
The grocery industry is arriving at a digital tipping point, with much of its development expected to come from online.
The grocery market is one of the largest consumer markets in the world: it is expected to reach $8.5 trillion by 2020 with up to 50% share of a customer’ wallet.


Since 2016 – 2020, the global grocery industry is predicted to grow at 6.1 every year, reaching an estimated $8.5 trillion in 2020. The global market intends to stay stable in good and bad economic times provided there will always be a demand for food. The industry has a big impact on grocery sector stakeholder, manufacturers and consumers in particular which is one the largest segments of retail and comprising a significant share of the consumers wallet.


All over the world, the focus of grocery retail market is high. An incredible large share of the market is been compromised by top grocery retail corporations. Let’s take Portugal for example, where 90% of the grocery market is been controlled by the nations top three ranked retailers. Prices of grocery products rise and competitions gets weaker as the market becomes more concentrated.

*INS is well equipped to lead the online grocery segment and is addressing key consumer demands like higher convenience, good quality, cheaper prices and unique rewards from manufacturers directly.

*Online grocery, being the target segment for INS is expected to grow from $98 billion in 2015 to $290 billion in 2020.

*Grocery is the last major consumer market moving rapidly into online, rendering tremendous opportunities to those who will spearhead this shift.


In 2016, the global online grocery market increased by 16%. IGD projects double-digit yearly growth rates for online grocery in largest markets by 2020. Top 10 global markets alone are expected to explode from $98 billion in 2015 to $290 billion in 2020.

Consumers are searching for options that offers increased convenience and saves time. Online grocery buying can offer all that and even more, which is the secret behind why it’s gaining so much popularity across consumer segments.

Demand Drivers Supply Drivers
*Growing middle class in large urban areas. *Crowdsourcing economy, driving affordable, quick delivery
*Growing usage of smartphones. *Automated fulfillment solutions.
*On-demand economy expectations. *Advent of mobile technology.
*Time starved lifestyle in large cities. *New marketplace models with cheap capital expenditure.
*worsening traffic conditions.

The most important drivers that influences consumer behavior are quality of products, convince, price and special promotions.

The INS ecosystem will become the first global decentralized grocery market place where consumers can directly buy products from manufacturers, enjoy low transparent prices for a wide range of high standard products and also benefit from promotions directly.


To become an ecosystem participant, the user will have to create an account on the INS platform. Each participants of the ecosystem will be provided with a wallet that presents all data in a decentralized database and interacts with other parties using smart contracts. Participants in the ecosystem includes; INS Platform, Consumers, Manufacturers, Fulfillment (fulfillment center operators, workers and couriers).

Blockchain is a shared database technology known for underpinning bitcoin digital currency. Blockchain works with a linked database that updates digital ledgers.

Smart Contract are independent contacts with the terms and agreement between buyer and seller being written directly into lines of code. Smart contracts allows trusted transactions and agreements without the need for central authorities, legal system or external enforcement mechanism.

Blockchain and Smart contract provides the framework and tools to produce a new generation marketplace where demand and supply sides can involve in trusted trading transactions without the need of a central brokerage entity.

A number of smart contract templates will be provided by INS to facilitate the sale mechanism. Blockchain and Smart contract will create a new type of peer-to-peer marketplaces that will make the existing ones sit up.

E-commerce companies must manage a complex supply chain of manufactures, as well as carriers, third-party vendors and logistics providers. The blockchain doesn’t just record the transactions, it controls the whole process as it contains negotiated fees and order details and commissions in the form of smart contracts will be used to capture documents, delivery and possible return events and drive financial agreement with fewer opportunities for misunderstanding.


Products in the consumer market consists of the basic item that actions circulate around. To make it easier, products on the INS platform are expected to have several defined parameters that makes it easy to find and choose products for ordering.

Placing Order
Consumers will have access to different prices and rewards depending on the payment method. Payments can be made in fiat, BTC, ETH or INS Tokens and also select products to buy and specify delivery detail.

Product Search
We maintain up to date records of products listed by manufacturers with the use of the decentralized file storage network.

In the INS ecosystem, manufacturers will be able to apply any logic in the smart contract to create bespoke reward programs according to their needs.

This reward mechanism is one of the best ways for manufactures to conveniently set up a loyalty program in order to reward long term customers. There will be proof that a consumer is eligible for a reward because all payment are being made by smart contracts.

Promotion reward mechanism will be coded in a smart contract where manufacturers set the rules and deposit tokens that can only be used to buy pre-defined products during a limited period of time.

This mechanism will be used by manufacturers to generate more sales by promoting products to new audiences. It would also help consumers to discover more products.
Resolution Of Disputes
The dispute outcome can influence the rating score for both defendant and complaint which is why it’s always advisable to for all ecosystem participants to act truthfully and maintain high rating score incentives.

Incentives For Consumers
Get different kinds of rewards
Leave feedback to influence manufacturers.
Get orders delivered to the doorstep without need to spend time on offline shopping
Order everyday grocery and consumable products cheaper than at retail stores

Incentives for Manufacturers
Provide attractive promotion and loyalty rewards to acquire and retain consumers
Serve in a trustful manner to keep a high rating score and attract more consumers
Get direct customer feedback
Publish products to make them easily available for ordering
Provide fair price on their products and compete openly with other manufacturers

The INS token is a core component of the INS ecosystem and is designed to facilitate all kinds of operating that makes the token an important part of the ecosystem and the driver for its economy. The INS token is transferable, fungible and fractionally divisible.

Every contributors will receive an ERC20 exchangeable INS token on the Ethereum network after the ICO period is over.

The INS token is plotted to be the only means of exchange for handling all types of rewards and one of the means of payments in the INS ecosystem.

Token Usage:

Minimum balance hold
Rewards: loyalty, promotion, cross-marketing

Payment for orders

Referral rewards to consumers

The INS ecosystem will be expanding beyond the crypto community and concentrating its activity on the broad audiences. You need perfect knowledge of the grocery industry and its specifics in order to provide services to the audience. Knowing what consumers want, our team will make it very convenient and easy for consumers to buy, earn and use INS tokens.

Start Date: 11:00 AM (GMT) on 4th of December 2017

Payment Method: BTC, ETH, LTC, DASH, USD (bank transfer)

Soft Cap: 20,000 ETH

Hard Cap: 60,000 ETH

Token Exchange Rate: 1 ETH = 300 INS tokens

Total Token Supply (max): 50,000,000

Min Purchase: 0.1 ETH


Day 1: 25% for contributions above 100 ETH, 22% for contributions between 10 – 100 ETH and 20% for contributions below 10 ETH

Day 2 – Day 7: 20% for contributions above 100 ETH, 17.5% for contributions from 10 – 100 ETH and 15% for contributions below 10% ETH

Week 2: 10% for contributions above 100 ETH, 7.5% for contributions between 10 – 100 ETH and 5% for contributions less than 10 ETH

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