What NOW is, and what we do

NOW is a grocery delivery company that owns the whole promise: what we sell, how we check it, and who brings it to your door.

How we check a product

Five steps, every time.

The same for a big brand and a small supplier. No step is skipped for a friendly relationship.

  1. 1

    We read the whole pack

    Every claim is written down, such as "no added sugar" or "made with whole grain". Nothing is skipped because it looks obvious.

  2. 2

    We ask for proof of each claim

    A lab report, a licence number, a certificate, or the label compared line by line with the ingredient list.

  3. 3

    A different person reviews it

    The person who brought the product cannot approve it. The reviewer says yes, no or tell me more, and the decision is recorded with a name and date.

  4. 4

    Only approved products go on sale

    If a claim fails, the product is not sold, or it is sold without that claim. You see the NOW Checked mark only on approved products.

  5. 5

    We check again when anything changes

    A new pack, a new supplier or a new claim starts the check over. The date of the latest check stays with the product.

How we choose

Products and suppliers earn their place.

What we choose

Products and suppliers earn their place.

  • Products that people near you buy every week
  • Suppliers who can show papers for what they sell
  • Clear labels, with a batch and an expiry date
  • Claims we can prove, not just print

What we do not do

Some things are not for sale on NOW.

  • Take money to give a product the mark
  • List a product whose claim failed the check
  • Let the seller approve their own product
  • Copy another company’s name or pictures
How an order moves

From our packing point to your door.

You orderPay by UPI or cash
We pack itChecked products only
Rider picks upWith a pickup code
On the wayFollow it on the map
At your doorGive the 4-digit code
The mark, plainly

Honest about what it means.

What the mark means

NOW Checked is about the claims on a pack.

  • A person read the claims on this pack
  • Proof was seen for each claim, and is on file
  • A second person approved it
  • The date of the check is shown

What it does not mean

We are careful not to promise more.

  • It is not a medical or nutrition promise
  • It does not say a product is right for you
  • It is not an award or a ranking
  • It does not mean the product can never change

Try it for yourself.

Open NOW Store, choose your area and look at the proof on any product.

Open NOW Store