The food delivery market in India is on the brink of a massive transformation. With a projected growth to ₹2.12 lakh crore by 2030, the landscape is evolving rapidly, driven by the emergence of innovative players offering zero-commission models. While giants like Zomato and Swiggy have long dominated the sector, new entrants are disrupting the status quo and reshaping the industry.
One such player making waves in the market is WAAYU, a subscription-based platform founded by Mandar Lande and Anirudha Kotgire. Their unique business model, which charges restaurants a fixed monthly fee of ₹2,000 with no additional onboarding costs, is gaining traction across major cities like Mumbai, Pune, Hyderabad, Bengaluru, and Delhi. In a bold move, WAAYU has also ventured into tier two cities like Belgavi, where it has successfully onboarded a significant portion of the local restaurants.
According to Mandar Lande, the co-founder of WAAYU, the zero-commission model marks a significant shift in the industry. By eliminating transaction fees and relying solely on monthly subscriptions, the platform aims to empower restaurants to conduct their business online without incurring exorbitant charges. This approach not only benefits the restaurants but also creates a more sustainable ecosystem for all stakeholders involved.
The subscription-based model offered by WAAYU is not just about cost savings; it’s a strategic move to add value to the food delivery ecosystem. By joining the government-backed Open Network for Digital Commerce (ONDC) and partnering with popular buyer apps like Paytm, Ola, and Tata Neu, WAAYU is expanding its reach and providing greater visibility to its partner restaurants. This collaborative approach underscores the platform’s commitment to fostering a thriving community of restaurants and consumers.
However, the transition to a zero-commission model is not without its challenges. While it offers an attractive alternative to traditional commission-based platforms, sustaining this model in the long run requires a delicate balance of value creation and operational efficiency. As one of the co-founders, who preferred to remain anonymous, pointed out, the key to success lies in offering a sustainable model that benefits all parties involved while leveraging technology to enhance the platform’s capabilities.
Despite the hurdles, the rise of zero-commission models signals a broader shift in the food delivery landscape. As the industry continues to evolve, innovative solutions like WAAYU’s subscription-based approach have the potential to revolutionize how restaurants and consumers engage with digital platforms. By prioritizing transparency, value creation, and technological advancement, these new models are paving the way for a more equitable and efficient food delivery ecosystem.
In conclusion, while the road ahead may be challenging, the spirit of innovation and collaboration driving platforms like WAAYU is setting a new standard for the industry. As the food delivery market undergoes a period of unprecedented change, it’s clear that the future belongs to those who dare to reimagine the status quo and embrace a more inclusive and sustainable approach to service delivery.
