I the past decade or so, Canada has become a hotspot for ethnic population movement due to its welcoming immigration policy, higher and standardized hourly wages, the growing skilled jobs, proximity to the United States, and the social media marketing about starting a new life in a developed world, all of which has spread like wild fire. This hotspot has invited more than 6 million immigrants since 2015 (inclusive of skilled, trade professions and international students). The mean of number of days each immigrant has spent in Canada is about 4 years. If we further drill down by their Visa status, few have received their PR status, few are in the queue, and few still have to apply once they are eligible. GoDirect is empowering these 6 million immigrants of different ethnicities through our mobile-first eGrocery platform. We categorize this empowerment into 2 categories:

Consumers: This 1^st category of empowerment applies to all 6 million who today are dependent on physical retail infrastructure to shop their daily, weekly, and instantaneous grocery needs. On an average, they do 3 grocery micro trips a week, visit upto 5 retail points, and spend upto 10 hours a week from planning to picking, to storing, and replenishing. Add to that the psychological fear of not having when its needed, of not engaging in leisurely or more productive activities because of a grocery run. The need of this gets even more pertinent once the immigrant population starts moving up the economic curve, with more disposable income, own house, children and a social status to maintain. In the past 10 months of our operations, we have touched 0.5mn consumers on social media, of which 20k have registered with us from Sep’2023 till June’2024. We intend to empower 100k such consumers by end of Mar’2025.

Entrepreneurs: This 2^nd category of empowerment applies to those who have achieved a PR status or awaiting a final response because these are the ones who are at an inflection point in their professional career and want to lay foundation stones for their future, whether they want to remain in odd hourly jobs or get hired in a more rewarding organization or want to pursue a business opportunity. The ones who are attracted to the business/startup world (from their erstwhile career mostly in home country), are the ones who GoDirect is looking to empower.