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Case Code: CLSM051
Case Length: 4 pages 
Period: 2015-2018  
Pub Date: 2019
Teaching Note: Not Available
Subject : Services Marketing
Organization :Ola; Food Panda
Industry :Online food delivery
Countries : India

Ola`s Re-entry into the Food Delivery Business



The case is about India’s mobile app-based ride sharing firm Ola’s attempt to make a re-entry into the fast-growing food delivery space, which it had earlier exited. It starts out by mentioning the reasons that had driven Ola to make an exit from the Indian food delivery space. Ola’s re-entry through the acquisition of the fast-growing Indian food delivery company, Foodpanda, is then described. The caselet touches upon the advantages that Ola expected to gain through the re-entry. It concludes with a look at the future prospects of Ola’s food delivery business.
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  • To analyze the reasons that drive a company to make a market exit and a subsequent market re-entry.
  • To examine the chances of a company finding success in a new and emerging market space.
  • To scrutinize the strategies to be undertaken by a company to make a mark in a growing but highly competitive market.
In December 2017, India’s mobile app-based ride-sharing firm Ola made a re-entry into the food delivery space. It acquired the third largest player in the market – Foodpanda India (Foodpanda) – for around US$ 50 million from Germany-based Delivery Hero Group. Furthermore, Ola planned to invest US$ 200 million (Rs. 1,330 crore) in expanding Foodpanda’s business, which was the largest funds infusion in an Indian food delivery company.

Ola’s founding partner Pranay Jivrajka became the interim CEO of Foodpanda and was supported by the existing leadership team at the food delivery business...


Service Marketing, Integrated marketing campaign, Promotions, Sweepstakes, Online ad, Mobile ad, Game, Measure the effectiveness of its campaign, Metrics, Intent to purchase, Cross-platform ad campaign, Brand lift metrics

* This caselet is intended for use only in class discussions.
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