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

Excerpts

About Waayu

Lande and Kotgire, childhood friends and both computer engineers, started an IT services company in 2017 offering digital transformation services for businesses. Some of their clients were Accenture, Reliance, and Infosec..

Business Model

The primary focus of Waayu’s business model’ was on eliminating the hefty platform charges that were imposed by major food delivery apps so that the restaurants could retain more profits, and also pass on the savings to consumers. Lande said, “Our goal is to eliminate commission fees and create a sustainable, profitable ecosystem for restaurants.”..

Expansion

In September 2024, Waayu joined the Open Network for Digital Commerce (ONDC) as a seller marketplace. The founders said, “Earlier, customer visits and orders were primarily through the Waayu app, but now they can come from other apps as well. This has significantly expanded our reach.” The number of restaurants too increased to around 3,000 in just a few months of Waayu joining ONDC..

Looking Ahead

Waayu’s zero commission model was touted as a game changing model in the Indian food delivery market and the founders were looking at scaling the operations and turning profitable. Lande said, “So, though Rs 2,000 looks like a small amount at a facial level, when you talk about the volume of restaurants right now (5,000), which is increasing quite rapidly and where we are planning for a lakh of restaurants to join us. So, that amount into the subscription of Rs 2,000 will make a huge difference,”..

Exhibits

Exhibit I: Swiggy and Zomato
Exhibit II:About ONDC – Open Network for Digital Commerce
Exhibit III: Waayu – Competitors

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