Abstract

The case is about the entry of India-based foodtech unicorn Zomato into the business-to-business (B2B) food ingredient ordering platform through HyperPure. Zomato, which was started in 2008, was looking at transforming itself into a farm-to-fork food company, and it acquired Bengaluru (India)-based raw materials and procurement start-up WOTU (We Organize The Unorganized) in August 2018 with this in mind. WOTU was rebranded as HyperPure and through it Zomato directly sourced products including vegetables, fruits, poultry, groceries, meats, dairy, and beverages from farmers, mills, producers, and processors and supplied them to restaurants. The case details the operations of HyperPure and the challenges that Zomato is likely to face in taking HyperPure ahead.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the food supply value chain.
• Conduct SWOT analysis.
• Understand vertical integration in a food-tech company.
• Understand the reasons for a food delivery company entering the ingredients supplying business.
• Explain how a company’s business-to-business (B2B) approach can add value in the supply chain business.

Keywords

HyperPure; Business-to-business market; Food supply value chain; End-to-end value chain; HyperPure tag; Farm to fork company; Food procurement and sourcing; Food delivery market;