Food-Tech

Categorizati
on

Industry
Overview

Metrics and
Major
Players

Major
Players
Details

FOOD-TECH
Food services industry is touted to be a $50 billion
market and growing at 16-20% each year - Globally

Global Food Services Industry

150
$Billion

100

Indias food ordering space is just one market booming in response to the
growth of smartphones and mobile internet access in the county.
An IDC reportfound India the fastest growing smartphone market in Asia over
23 million smart phones were shipped in Q3 2014, according to the firm, which
represented an 82 percent growth on one year previously.
Responding to this many models have come up in this space and trying to
establish a foothold by distinguishing themselves in terms of monetization
techniques, service-scaling, geographies or object aggregation.

50
0

What is driving this growth ?

2015 2016 2017 2018 2019 2020

According to a report by IBEF(March-2015), the online

food ordering business in India was estimated to be
around Rs 5000-6000 Crores and is growing at 20-30
percent on a monthly basis.

India-Online Food Ordering Industry

Indian HyperLocal Scenario

Food-Tech

18%

$Billion

22%

1
0
2015 2016 2017 2018 2019 2020

60%

Handyman&Day-to-Day
Services
Others

Industry
Overview

Food-Tech
Categorizati
on

Metrics and
Major
Players

SUB-CATEGORIZATION

Major
Players
Details

Industry
Overview

Food-Tech
Categorizati
on

Metrics and
Major
Players

Major
Players
Details

Metrics and Major Players

Tiger
Global

Grofers
Orders/D
ay

TinyOwl

Major
Playe
rs

Swiggy
Delivery
Time

Peppertap

Metric
s

Number of
Tie-ups (if
aggregati
on)

Sequoia

Comm
on
Investo
rs
Accel

Engagem
ent Ratio

Sub-Category

Global Payers

Fresh Food Delivery

Spoonrocket, Sprig

Local Grocery/Food etailing

FreshDirect

Local/Grocery/Food/ Others

Instacart, Beequick (China)

Restaurant Aggregation

GrubHub, DeliveryHero

Chef Aggregation

Munchery

SAIF

Industry
Overview

PEPPERTAP APP

Food-Tech
Categorizati
on

Gets a discount as it
does bulk buying
Spoilage costs in an
inventory led model
are quite higher when
compared to
something like
Peppertap which is an
asset-light model.
Value Proposition

Major
Players
Details

ABOUT PEPPERTAP

Founders

Cost Advantages

Metrics and
Major
Players

Business Model

Funding

Navneet Singh-An IIM-Ahmedabad alumnus, Singh has over a decade of experience across
financial services, transportation and logistics industries
Milind Sharma -Sharma has four years of experience in client acquisition and general
management in the e-commerce industry.
Prior to Peppertap, the duo had co-founded NuvoEx, an e-commerce focused reverse
logistics company. This also supports the logistics arm of Peppertap currently
Peppertap partners with vendors who have real time inventory and sophisticated kirana
stores
Currently they have partnered with 25-30 vendors
The vendors should be tech-savvy and should be ready to share the data with Peppertap
It is a product first model
Seed Sequoia 1.2$Mn- - 2014
Series A Sequoia, SAIF partners 10$Mn - April 15-2015

Team Size

60-70 (excluding the logistics team)

The team comprises of experienced people, majorly from IIT/IIMs and have had experience
with companies like HUL, Zomato, Barclays etcetera

Monetization

Peppertap charges a commission from the vendors on each order

15% for fruits & vegetables and 8-10% on grocery items
The average bucket size for orders is 700Rs
Currently Valued at 253 cr INR

Costs Involved

Marketing
Logistics - The delivery fleet is on contract and gets paid per Km. It is 30-40Rs/order

Orders/Day

600 orders/day on average, having peaked up to 800 orders/day

Mobile Dependency

80% of the orders are done through Mobile

Main office

Expansion Plans
and Expectations

Plans to expand to Mumbai, Pune and Hyderabad and to 5 more cities by the end of fy-2015
Keeping this in consideration, it is estimated that by the end of 2015, Peppertap will be
handling close to 8000-10000 orders/day

Gurgaon

Status

Main point of Contact : Milind Sharma, Co-Founder

Call made: People on Call Neeraj, Saniya
Interested in meeting and discussing further

On demand delivery:
guaranteed in 2 hours.
Flexibility to choose
from a catalogue of
over 15,000 SKUs

SWIGGY APP

Value Proposition
Focus on converting
healthy food tastier,
owns the supply chain
and delivery on
bicycles to support
their message of
promoting good
health.
Scalability
If the company plans
to partner with
restaurants which do
not compromise on the
quality, its a scalable
model by its very
nature.
Main office
Bangalore

ABOUT SWIGGY

Founders

Sriharsha Majety- A BITS Pilani and IIM-C alumnus, Majety has experience as a trader at an
investment bank in London
Nandan Reddy- A Bits Pilani Alumnus, had previously founded galla and Zurna
Last year, both of them were building a logistics platform called Bundl which was shut
down in June 2014. Working on Bundl and tracking the logistics space excited both the cofounders of the potential of hyperlocal delivery in Indian metros

Business Model

Swiggy is a hyperlocal delivery model

It has ultra-efficient logistics where any delivery boy can be tracked
It has already partnered with 450 restaurants

Funding

Seed Accel , SAIF 2$Mn- - 3 rd April-2015

Series A- Norwest Venture Partners - $15 Mn around 25 th April-2015

Team Size

450 in all
200+ delivery boys.,16 people in tech, 80-100 in operations (call center, customer care),
20 in expansion/leadership fleet for evaluating the market outside Bangalore, 15- Sales
team and other members in the core team

Monetization

Currently they charge a commission from restaurants, and going forward the can charge
some amount from the customers also

Active Customers

The engagement of Swiggys website has been 40-50%. i.e. out of the total number of
users that have visited the website in last six months, 40-50% of them have ordered
repeatedly with each person ordering 8-10/month on an average

Orders/Day

1500orders/day on average, where In January it only had close to 80-90 orders/day

Mobile Dependency

Swiggy gets 25% of the orders from mobile and rest from the website

Expansion Plans
and Expectations

Have Started operations in Gurgaon in the second half of April-2015

Plans to expand to 3-4 more cities by the end of 2015
Keen on raising a new round of funding pretty soon already in talks with Tiger Global

Status

Main point of Contact : Sriharsha Majety, Co-Founder

Call made: People on Call Pranay, Saniya
Interested in meeting and discussing further

TINYOWL APP

ABOUT TINYOWL

Founders

Value Proposition

Business Model

Harshvardhan Mandad, Gaurav Chaudhary, Tanuj Khandelwal, Shikhar Paliwal ansd

Saurabh Goyal.
Harsh has an year of work experience after he graduated from IIT-Bombay in 2012. Out of
the five, three of them- Shikhar Paliwal, Gaurav Choudhary and Tanuj Khandelwal- had just
graduated while the fifth, Saurabh Goyal, was a part of the founding team at Housing.com,
Tinyowl is a mobile first food delivery app.They dont have a web version.
Tinyowl has two mobile apps on the Android and iOS
Tinyowl food ordering-order food from restaurants around them. The delivery is
undertaken by Tinyowl in some cases and by the restaurants themselves in rest of the
cases.
Tinyowl Homemade Chef aggregation model, where the delivery is done by TinyOwl
Covers 4000+ restaurants in Mumbai itself

One of the unique

proposition is that its
app can detect the
users locations and
show restaurants in
their vicinity.

Funding

Series A- Sequoia 1$Mn August 22, 2014

Series A Sequoia ,Nexus - $3Mn December 5, 2014
Series B Sequoia, Nexus, Matrix - $16Mn February 26, 2015

Team Size

400 + people 100 people in logistics, 100 people at call center, 50-working on making
menus of hotels more visual and functional,40- technology team :engineers and design
team, 15-work on improving the app. Apart from this, there is a senior management team
which ensures smooth functioning of the team.

Scalability

Monetization

Fees/commission from retailers/restaurants-10-20%

If the company plans

to partner with
restaurants which do
not compromise on the
quality, its a scalable
model by its very
nature.

Economics

Customer Acquisition cost is about Rs.100

The average ticket size of an order on its app is Rs 300-400

Orders/Day

2000+ orders/day ,with the number to peaking to 2500 on better days(as of Feb-2015)

Mobile Dependency

100% mobile

Main office

Expansion Plans
and Expectations

Currently in Bangalore, Delhi, Pune, Hyderabad, Gurgaon and Mumbai

Plans to be in top 50 cities by the end of 2015.

Status

Call yet to take place

Mumbai

GROFERS APP

ABOUT TINYOWL

Founders

Business Model
Value Proposition
On demand delivery:
guaranteed in 90 mins
Flexibility to choose
from a catalogue of
over 15,000 SKUs

Scalability
If the company plans
to partner with
restaurants which do
not compromise on the
quality, its a scalable
model by its very
nature.
Main office

Funding/Transactio
ns
Team Size
Monetization
Economics
Orders/Day

Mobile Dependency

Albinder Dhindsa An alumus of IIT Delhi, Columbia University, Albinder has worked with
Zomato for 3 years before starting Grofers.
Saurabh Kumar A Graduate of IIT Bombay and UTA , Saurabh was previously associated
with Resilient technologies (COO), opera solution and Cambridge Systematics befor taking
up Grofers.
Hyperlocal-Delivery, it provide customer to get product from their local market at their
doorstep.Helps offline retailers go online
Is partnered with 400+ vendors
It is also in B2B business where it already working with Quikr.
It is a shop first model.
Seed Sequoia, Deepinder Goyal - $500k December 8, 2014
Series A- Sequoia 10$Mn February 26, 2015
M&A Sequoia ,Tiger Global- Acquired MyGreenBox for $35 Mn April 10, 2015
Series B Sequoia, Tiger Global - $35Mn April 14, 2015
250- 500 employees
Fees/commission from retailers/vendors
Currently Valued at 728 Cr INR
Revenues : - $30-40 Mn with a +ve PAT.

1000 orders a day, 30000 orders/month

20% orders from mobile

Expansion Plans
and Expectations

Plans to expand the selection of products

Expects a Rs. 150 Crores run-rate for Fy-16, but target is November 15 .
Grofers will launch services in Hyderabad and Pune, in addition to being present in Mumbai,
Delhi and Bengaluru.

Status

Call made

Gurgaon