For year, Zomato and Swiggy have dominated India’s food delivery market, establishing a duopoly that seemed impossible to break. However, a new contender, Eatsure, is quietly changing the game. With a strategy that combines innovation, trust, and convenience, Eatsure is poised to challenge this monopoly and shake up the industry.
The journey began in 2011 with Jaydeep Barman’s Faasos, a restaurant chain known for its Kolkata-style kathi rolls.
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The business uncovered an interesting trend – 80% of its orders were placed online, and 74% of customers had never set foot in a Faasos outlet. This revelation led to the evolution of Rebel Foods, the world’s largest cloud kitchen network, which operates brands like Behrouz Biryani, Ovenstory Pizza, and Lunchbox. By concentrating solely on cloud kitchens, Rebel Foods perfected the art of managing multiple food brands from a single location, laying the groundwork for Eatsure.
Easure’s model is straightforward yet revolutionary.
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Unlike Zomato and Swiggy, it enables customers to combine orders from various brands in one delivery. This means you can enjoy biryani from Behrouz, pizza from Ovenstory, and dessert from Sweet Truth, all in a single order – eliminating the hassle of managing multiple deliveries or incurring extra fees. It functions like a digital food court, streamlining the meal delivery process.
What truly distinguishes Eatsure is its commitment to food quality. Unlike Zomato and Swiggy, which depend on independent restaurants, Easture oversees its own brands under Rebel Foods, implementing rigorous hygiene standards, clear packaging, and real-time tracking.
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In select cities, Eatsure even allows customers to trace the origins of their meal ingredients, providing a level of transparency that is uncommon in the food delivery sector.
Eatsure’s strategy also resonates with local tastes and cultural moments. Through initiatives like “Cuisine Labs,” the platform brings back forgotten regional recipes and curates menus for Indian festivals, aligning closely with customer preferences. It avoids the pitfalls of rapid growth that led to the downfall of companies like Uber Eats and FoodPanda, instead concentrating on high demand regions and fine-tuning its operations.
The startup also utilizes AI to forecast peak demand, oversee inventory, and reduce waste, ensuring that popular dishes are consistently available. Its modular kitchens can quickly adapt to shifting customer preferences, maintaining efficiency and responsiveness to demand.
Eastsure isn’t just about convenience- it mains to transform the food delivery experience. By filling the gaps left by Zomato and Swiggy, Eatsure is fostering trust, improving quality, and providing a level of personalization that’s hard to match. While the Zomato-Swiggy monopoly remains intact for now, Eatsure’s innovative strategy poses a significant challenge to these industry giants.
This small startup is demonstrating that even in a market led by major players, there’s always potential for disruption. Eastsure is more than just a competitor – it’s a wakeup call for the food delivery sector.
