Waayu – Can it disrupt the Food Delivery Market in India?

Case Code: BSTR696 Case Length: 8 Pages Period: 2023-2025 Pub Date: 2025 Teaching Note: Available

Price: Rs.300 Organization : Waayu Industry : - Countries : India Themes: Business Level Strategies, Strategy Formulation Strategy Implementation,

Abstract Case Intro 1 Case Intro 2 Excerpts

Introduction

In February 2025, India-based food delivery startup Waayu App (Waayu) announced its entry into Tier II markets in the country with the launch of its operations in Belagavi town in the southern Indian state of Karnataka. On the launch, Ajay Pai, President of the Belagavi Hotels Association, said, “For restaurant owners, food delivery platforms have long been an essential part of our business model. However, with Swiggy and Zomato continuously increasing their commission rates – recently by an additional 2% – the financial pressure has become overwhelming. With Waayu’s launch in our city, we now have a much-needed alternative.” What made Waayu different from the other prominent food delivery apps was its zero-commission model..

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