Zomato has been looking to become the de-facto interface betwixt restaurants and their customers those look up restaurants on Zomato and Zomato allows them to make reservations and can also get the discounts.
Zomato had also bet big on the food delivery space, and its delivery fleet helped deliver meals to people who’d rather eat at home. But Zomato appears to have quietly built itself a new line of business — and instead of connecting restaurants to their it customers, this one could connect restaurants and their suppliers.
In the month of August, Zomato had acquired 3 year old Bangalore based company WOTO that had collected farm produce and sold it to the restaurants.
Zomato has since rebranded the service as HyperPure, and has appears to have already made good progress — HyperPure already delivers to 300 restaurants in Bangalore, and Zomato says it has a monthly order book of $5 million (Rs. 35 crore).
HyperPure provides restaurants with fruits and vegetables, groceries, poultry, milk and milk products, and even packaging material for deliveries.
It even helps that the food prpduce sourcing business fits well with the existing operations of Zomato.
Zomato has deep relationships with various restaurants throughout India, and has been listing them on its platform for more than a decade, and also having built loyalty products like Zomato Gold — Zomato can leverage these relationships to enter into agreements on the sourcing side as well.
And Zomato will also make use of its public-facing site to its advantage — restaurants which source their materials from HyperPure will get certified on Zomato’s web page for using antibiotic residue-free poultry and pesticide-free vegetables.