Fresh Buy (FB) is one of the leading players in e-grocery market in Mumbai, India. FB’s main specialty is in supplying fresh fruits and vegetables, which is sourced from farmers, and distributed through its collection center. This case illustrates a typical trade-off between increased logistics cost and delayed deliveries faced by FB. This case brings up the issues with the vehicle routing problem with time windows (VRSPTW). An illustration presents the Clark and Wright Savings algorithm for route development. It also provides an enriched platform to compare and evaluate different demand scenarios in a growing market.