Digital food delivery apps revolutionizing food products marketing in India

Abstract

Food delivery aided through digital apps has emerged as one of the fast-growing developments in the e-commerce space. The advent of digital tools has bestowed a different outlook on the food industry. Consumers today have the privilege to choose from a variety of cuisines, anywhere, anytime from a range of food providers listed in the e-commerce space. Added attractions like no minimum order value and the multitude of payment options like net banking, digital wallets, and cash on delivery all have increased the consumer convenience. Shrinking urban-rural divide with easy access to smartphones has hastened the growth and acceptance of online food delivery systems. Companies have remodelled their business strategies on a modern day digital platform to keep pace with the customer’s changing needs and preferences. In this paper, we particularly examine the growth and relevance of digital apps in the food delivery systems run by the food providers particularly fast food companies in India and a few strategies which could be adopted by them for sustainable business in the days to come.