Farm-to-fork not door-to-door as Zomato hyperscales Hyperpure

From just Bengaluru and Delhi in 2019, Zomato's restaurant supply business Hyperpure has already entered two new cities—Mumbai and Pune—in the past month. By next quarter, it wants to be in eight more

Food tech giant Zomato just cut 13% of its workforce, but one part of the business is in expansion mode

Zomato’s farm-to-fork restaurant supply business Hyperpure will have a presence in 12 cities by the next quarter from just 2 in 2019

Zomato, is betting that restaurants will flock to Hyperpure as Covid disrupts traditional supply chains and offline markets

Crucially, Zomato makes money on every Hyperpure order, unlike the cash-intensive food delivery business it is best known for

Last week, even as foodtech giant Zomato readied plans to cull 13% of its workforce, Hyperpure, the company’s business-to-business grocery vertical, opened its first warehouse in Mumbai.

With this new warehouse—a 10,000 sq ft building that the company says can be expanded 3X as demand grows—the farm-to-fork supply business entered its third city. Hyperpure has been operational in Bengaluru and Delhi since 2019. It supplies fresh ingredients to some 7,500 restaurants in the two cities, claims Himanshu Kalra, Hyperpure’s business head, in an emailed response to The Ken.

AUTHOR

Abinaya Vijayaraghavan

Abinaya is a Bengaluru-based writer, covering the sprawling and exciting world of Indian e-commerce. When she is not trying to understand alpha sellers and complex supply chains, she enjoys travelling and playing badminton. Abinaya was previously a reporter at Reuters.

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