Case Study: Online food home delivery service companies in India – an overview

Indian Cities - Mumbai - The Greater Mumbai Municipal Corporation Building, online Food home delivery in India
Indian Cities - Mumbai - The Greater Mumbai Municipal Corporation Building, online Food home delivery in India
Indian Cities – Mumbai – The Greater Mumbai Municipal Corporation Building

Recently I came across an assignment from a digital marketing company to develop a digital marketing strategy for a food home delivery services company in India. This led me to research some aspects of the industry in the country. I will write a multi-post series on the subject that will cover the following topics:

  • Overview of the food home delivery services industry in India
  • Operating models of the companies
  • Business model adopted by each company
  • Services provided by the companies to customers and to restaurants
  • Logistics of the food home delivery business in India
  • Competition analysis of the industry
  • The digital media marketing requirement of the food home delivery services business
  • Current status of the digital marketing and online presence of each company
  • Recommendations with a power point presentation

Introduction to the food home delivery industry in Indian cities

The online food ordering and delivery services industry in India is a new phenomenon and have created a new segment of business by catering to a real need increasingly evident in the Indian cities. The industry has started a few years ago in the country, and is still in the nascent stages and so it is difficult to call it a success story. There are some companies that are making money but there are many others who simply are unable to find traction.


The need for food home delivery companies in Indian cities

The concept of food home delivery is not new to the country and especially the cities.

Companies: – There are two categories of food outlets who deliver food to customers homes – the normal pizza chains that cropped up around the country’s mega cities initially during the 90s, and the regular as well as famous restaurants that serve regular meals.

There are many pizza delivery companies in Indian cities like McDonald’s, Pizza Hut, Papa Jones and others. Even good restaurants have their own home delivery services.


The customers: Those who want their food delivered are generally those who love pizzas and hamburgers (well, that may not be true for all instances) and other similar food stuff. Although this concept might have been true a few years ago, it doesn’t hold true now for sure. Now the young as well as families have started to avail these services.

Factors involved:

There are many factors that might have contributed to the rise in home delivery of food. Some of them are listed below:

  1. Rising complexity of cities transportation infrastructures
  1. Increased waiting time at the more famous restaurants – this may hold true for the young as well as the families headed by not so young parents. Reason for this may be the demand for a particular restaurant in an area being too large compared to the seating capacity, especially during weekends and festivals.
  1. Changing lifestyles of the young populace ( the BPO and IT crowd as well as the young professionals)

What do these companies provide that others don’t

These home delivery companies provide one advantage that no regular restaurant provides. They provide the customers the much needed choice of a wide variety of food items from a menu not just of a single restaurant, but from possibly all restaurants from a particular area where you reside and it will be convenient to deliver the food from.

 Quality Service delivery: there are two choices of mode of delivery, either using other service providers or hire delivery guys of their own. Most of the companies seem to have opted for the second option because there were no other companies that specialized in food delivery services. This ensures better control over the service delivery and ensure prompt response to any customer requests.

Wide coverage: The industry has spread its reach to all the metros and is becoming popular in Delhi, Mumbai and Bangalore. Other cities like Hyderabad, Noida, Gurgaon, Chennai and Kolkata


Competition in the Indian online food home delivery service industry

The competition in the industry that itself is at a nascent stage of development is increasing by the day. Many companies have entered the space, some domestic as well as some multinational. I will discuss about each company in considerable detail in my next post. Till then.. stay tuned.

Technology in Logistics – Google glass as a audio and display device

Usage of Google Glass in Logistics
This entry is part 1 of 1 in the seriesLogistics Technology

Google glass has been a topic of discussion for close to a year now since its very public display and demo by one of the Google founders Sergy Brin. It is nice to see videos (since I am not one of the few lucky people who got to spend $1,500 /- to get their hands on the developer version of the Google Glass) where Glass performs some actions based on the voice operated commands that the wearer delivers in his own voice using simple language of daily use. Glass take a picture, Glass search for this, etc. are the applications that have been shown way too many times now by the way of multiple videos. The question that I am

Usage of Google Glass in Logistics
Usage of Google Glass in Logistics

pondering upon here is that, can Google glass be used for useful application in the Logistics Industry? Can it help simplify and improve the efficiency of the daily work a logistics executive does in a warehouse or any other setting for that matter? Well, here are a few ideas; –

 Google Glass in a warehouse

Voice operated and light operated pick and stack systems have become quite common in the logistics parlances now. Most of the large scale and sophisticated warehouses around the world are using technologies like Pick to Light  and Pick to Voice for guiding their staff to perform their pick operations that involve the following steps: –

  • Get information about the item that is to be picked
  • Find out the information about the location of the item in the warehouse
  • Find out the best and shortest way to reach the location where the item is located
  • Reach the place
  • Scan the location of the item
  • Pick the item
  • Scan the item (s)
  • Scan the trolley carried by the picker
  • Move on to the next item being that is to be picked up
  • Follow the same cycle again till all the items to be picked in the pick cycle are picked
  • Move on to the packaging area and hand over the items for packaging and further processing


So, how can Google Glass help in any of the tasks? Let us take it step by step. The unique thing about Glass is the list of inbuilt technologies it has. Glass has the following features inbuilt: –

  1. Mobile device:- Glass has almost all the features of a basic mobile phone, e.g.,
  2. Head mounted display in front of the wearer’s eyes:The head mounted display in front of the wearer’s eyes can be used to display the information related to the product that is to be picked. Information like the item name, location of the item, quantity to be picked etc. can be displayed. The display can also be used to show the way to reach the location of the next item that is to be picked.
  3. Built in audio device via bone-conductive speaker technology. Additional inputs if required can be passed on to the picker wearing the device.
  4. Connectivity to the internet
    1. via smartphone using Bluetooth tethering
    2. Via Wifi by transfering the Wifi connectivity information to glass using QR codes or via the web control panel for Glass. Source:
  5. Turn by turn navigation (Need to explore the possibility of in building navigation – using custom built app). I will be a great feature to have. Navigation inside the compound will be a great feature to have. Although Google maps is undertaking an effort to map insides of famous buildings, it will be better for business to make their own maps for their own facilities so that to enable employees to work more efficiently.
  6. Take pictures  – use the camera to either read barcodes or QR Codes. Item that are picked and the locations that the picker picks the items from can be scanned using the inbuilt camera. An app for that purpose will have to be built or found out.
  7. Send and receive messages. Communication between the employees for passing on any information can be taken care of by the messaging facility chosen by the organization.

All of these needs and features need to be explored in greater detail to make Google Glass in Logistics a possibility. It can solve a real business problem by providing the basic platform for providing such services. One question that is pertinent to all the above possibilities and assumptions is that, will Google be able to launch the device as a consumer product for the mass market? This is very necessary for Google Glass to be successful and for different types of usage of the device other than the simple Google glass that is being talked about as of now.

I will talk about the possibilities in more detail in the next part of the article.


Automobiles manufacturing the traditional way – watch “Ultimate Factories – Lamborghini”

Automobiles manufacturing - ultimate factories - lamborghini
This entry is part 1 of 1 in the seriesAutomobiles Manufacturing
Automobiles manufacturing - ultimate factories - lamborghini
Automobiles manufacturing – ultimate factories – lamborghini

Recently I came across this video on Youtube – published by National Geographic as part of their series on Ultimate Factories. This video is all about the way the world famous Lamborghini is manufactured. This one interesting automobiles assembly line i thought I should share with you all.

I have posted the video below. This is just amazing how they assemble the Lamborghini…. Take a look.

Leadership change in china may mean lean becoming the guiding philosophy

The recent article on the lean blog at Gemba penta rai has highlighted that lean as a philosophy seems to be creating some ground for itself in the high echelons of the Chinese political administration. The articoe cqn be found here… I will post more on the topic later.