Micro-delivery grocery startup Milkbasket's Co-founder and CEO Anant Goel in an interview said that the subscription-based grocery delivery model will not work in India. "Ordering grocery is more a wish-based and on-demand fulfillment process. Subscription restricts you as a consumer," he added. Founded in 2015, Milkbasket delivers grocery and milk daily to consumers' doorstep on a top-up basis.