https://techcrunch.com/2021/11/11/oja-bags-3-4m-to-build-an-online-supermarket-for-ethnic-products/

As investors continue to pour billions into super speedy on-demand grocery delivery — trying to dislodge the dominance of traditional supermarket giants via a hyper convenience lever (whipping up some local opposition to their 24/7 dark stores and delivery methods in the process) — other entrepreneurs are spotting opportunities to slow things down a little. And, well, spice things up.

Their goal is to slice off specialist market chunks by serving particular communities, requirements and tastes — say by delivering premium, locally sourced groceries or catering to cultural difference by stocking a wide range of ethnic produce.