Shadowfax: Super App for Gig Workers

Case Code: MKTG447 Case Length: 11 Pages Period: 2020-21 Pub Date: 2023 Teaching Note: Available

Price: Rs.200 Organization : Shadowfax Technologies Private Limited Industry :- Countries : United States Themes: Digital Marketing, E-Business Strategy

Abstract Case Intro 1

Introduction

On October 2021, Shadowfax Technologies, India’s leading crowdsourced logistics platform, announced the launch of its SuperApp, a single delivery platform for riders and sellers. Shadowfax was a provider of an on-demand hyperlocal delivery service for restaurants and retailers. Founded in 2015, the startup operated a technology platform that connected delivery executives to e-commerce companies and small and medium businesses in the cities across the country. The platform had a crowdsourced network of about 100,000 active delivery partners who registered on the platform to deliver goods for the company. Most of the prominent Indian brands in food, grocery, e-commerce, and healthcare depended on Shadowfax for their on-demand deliveries..

About Shadowfax

Shadowfax was a Bengaluru, India-based on-demand enterprise delivery startup co-founded by Indian Institute of Technology (IIT) Delhi alumni Abhishek Bansal (Bansal) and Vaibhav Khandelwal (Khandelwal) in May 2015. The two started the company with the aim of making instant deliveries a reality in India..

Superapp Platform

Since the onset of the pandemic, the Indian e-commerce industry had witnessed rapid expansion and this created manifold opportunities for blue-collar/ contractual/ part-time workers. Shadowfax saw a rapid growth of delivery and blue-collar job opportunities, which it predicted would continue, creating ample job alternatives for riders. The startup observed that riders were facing a challenge in signing into or keeping multiple apps, which was often time-consuming and sub-optimal in experience..

Way Forward

Systla said last-mile logistics had always been a tough problem in India as businesses faced relentless pressure in managing unit economics . “They focused on depth by going after select verticals and said ‘no’ to poor margin clients to ensure the model remains sustainable,” Systla said. Since its inception..

Exhibits

Exhibit I: Shadowfax Funding Rounds
Exhibit II: Shadowfax Logo
Exhibit III: Shadowfax’s Net Revenue from Operations

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