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FOOD-TECHFood services industry is touted to be a $50 billion market and growing at 16-20% each year - GloballyAccording 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.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. What is driving this growth ?

SUB-CATEGORIZATION

Metrics and Major PlayersSub-CategoryGlobal PayersFresh Food DeliverySpoonrocket, SprigLocal Grocery/Food etailingFreshDirectLocal/Grocery/Food/ OthersInstacart, Beequick (China)Restaurant AggregationGrubHub, DeliveryHeroChef AggregationMunchery

ABOUT PEPPERTAPNavneet Singh-An IIM-Ahmedabad alumnus, Singh has over a decade of experience across financial services, transportation and logistics industriesMilind 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 currentlyPeppertap partners with vendors who have real time inventory and sophisticated kirana stores Currently they have partnered with 25-30 vendorsThe vendors should be tech-savvy and should be ready to share the data with PeppertapIt is a product first modelSeed Sequoia 1.2$Mn- - 2014Series A Sequoia, SAIF partners 10$Mn - April 15-201560-70 (excluding the logistics team) The team comprises of experienced people, majorly from IIT/IIMs and have had experience with companies like HUL, Zomato, Barclays etceteraPeppertap charges a commission from the vendors on each order15% for fruits & vegetables and 8-10% on grocery items The average bucket size for orders is 700Rs Currently Valued at 253 cr INRMarketingLogistics - The delivery fleet is on contract and gets paid per Km. It is 30-40Rs/order600 orders/day on average, having peaked up to 800 orders/day 80% of the orders are done through MobilePlans to expand to Mumbai, Pune and Hyderabad and to 5 more cities by the end of fy-2015Keeping this in consideration, it is estimated that by the end of 2015, Peppertap will be handling close to 8000-10000 orders/dayMain point of Contact : Milind Sharma, Co-FounderCall made: People on Call Neeraj, SaniyaInterested in meeting and discussing furtherBusiness ModelTeam SizeMonetizationCosts InvolvedOrders/DayMobile DependencyExpansion Plans and ExpectationsStatusPEPPERTAP APPCost AdvantagesGets a discount as it does bulk buyingSpoilage costs in an inventory led model are quite higher when compared to something like Peppertap which is an asset-light model.

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

Main officeGurgaon

ABOUT SWIGGYSriharsha 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 co-founders of the potential of hyperlocal delivery in Indian metrosSwiggy is a hyperlocal delivery modelIt has ultra-efficient logistics where any delivery boy can be trackedIt has already partnered with 450 restaurantsSeed Accel , SAIF 2$Mn- - 3rd April-2015Series A- Norwest Venture Partners - $15 Mn around 25th April-2015450 in all200+ 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 teamCurrently they charge a commission from restaurants, and going forward the can charge some amount from the customers alsoThe 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 average1500orders/day on average, where In January it only had close to 80-90 orders/daySwiggy gets 25% of the orders from mobile and rest from the websiteHave Started operations in Gurgaon in the second half of April-2015Plans to expand to 3-4 more cities by the end of 2015Keen on raising a new round of funding pretty soon already in talks with Tiger GlobalMain point of Contact : Sriharsha Majety, Co-FounderCall made: People on Call Pranay, SaniyaInterested in meeting and discussing furtherBusiness ModelTeam SizeMonetizationActive CustomersOrders/DayMobile DependencyExpansion Plans and ExpectationsStatusSWIGGY APPFundingFoundersValue PropositionFocus on converting healthy food tastier, owns the supply chain and delivery on bicycles to support their message of promoting good health.

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

ABOUT TINYOWL 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 TinyOwlCovers 4000+ restaurants in Mumbai itselfSeries A- Sequoia 1$Mn August 22, 2014Series A Sequoia ,Nexus - $3Mn December 5, 2014Series B Sequoia, Nexus, Matrix - $16Mn February 26, 2015400 + 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.Fees/commission from retailers/restaurants-10-20%Customer Acquisition cost is about Rs.100The average ticket size of an order on its app is Rs 300-400

2000+ orders/day ,with the number to peaking to 2500 on better days(as of Feb-2015)100% mobileCurrently in Bangalore, Delhi, Pune, Hyderabad, Gurgaon and MumbaiPlans to be in top 50 cities by the end of 2015.Call yet to take placeBusiness ModelTeam SizeMonetizationEconomicsOrders/DayMobile DependencyExpansion Plans and ExpectationsStatusTINYOWL APPFundingFoundersValue PropositionOne of the unique proposition is that its app can detect the users locations and show restaurants in their vicinity. Main officeMumbaiScalability If the company plans to partner with restaurants which do not compromise on the quality, its a scalable model by its very nature.

ABOUT TINYOWL 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 onlineIs partnered with 400+ vendorsIt is also in B2B business where it already working with Quikr. It is a shop first model. Seed Sequoia, Deepinder Goyal - $500k December 8, 2014Series A- Sequoia 10$Mn February 26, 2015M&A Sequoia ,Tiger Global- Acquired MyGreenBox for $35 Mn April 10, 2015Series B Sequoia, Tiger Global - $35Mn April 14, 2015250- 500 employeesFees/commission from retailers/vendorsCurrently Valued at 728 Cr INR Revenues : - $30-40 Mn with a +ve PAT.

1000 orders a day, 30000 orders/month20% orders from mobilePlans 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.

Call madeBusiness ModelTeam SizeMonetizationEconomicsOrders/DayMobile DependencyExpansion Plans and ExpectationsStatusGROFERS APPFunding/TransactionsFoundersValue PropositionOn demand delivery: guaranteed in 90 minsFlexibility to choose from a catalogue of over 15,000 SKUs Main officeGurgaonScalability If the company plans to partner with restaurants which do not compromise on the quality, its a scalable model by its very nature.