According to a report published by IBEF (Indian Brand Equity Foundation), food has been one of the largest segments in India’s retail sector, valued at $490 billion in 2013. The Indian food retail market is expected to reach Rs 61 lakh crore ($894.98 billion) by 2020. The Indian food processing industry accounts for 32 percent of the country’s total food market, one of the largest industries in India and ranked fifth in terms of production, consumption, export and expected growth. The online food ordering business in India is in its budding stage, but it is witnessing an exponential growth. Taking advantage of this opportunity, Sandeep Chandrakeerthi and Bharat Chougule came up with the idea of GobbleOnline. Established in 2016, GobbleOnline is amongst the smartest home food delivery service providers in Bengaluru. GobbleOnline offers both Subscription and Dynamic ordering, which makes it about 1.75 times more feature rich than any of the other food apps in the market.

Addressing the Challenges

Bengaluru has evolved into one of the busiest cities of the country which leaves its people with very little time for 'other' activities - activities that help them achieve a better 'quality of life'.

The nuclear families of Bengaluru have other challenges in terms of lack of a support system available in smaller cities in the form of parents or relatives. It is always a demanding task for working class to get ready for the work-day as well as to get the children ready for the school-day. In such circumstances, if there was a service that would assure delivery of food at specific and convenient slots consistently day after day, it will help increase bandwidth of such nuclear families, thus enabling them to engage in other leisure activities with family while maintaining a fuller life.

For example, breakfast delivery between 8:00 - 8:30AM or 8:30 - 9:00AM, etc on week days and 9:00 - 9:30AM or 9:30 - 10:00AM, etc on weekends can give a certain level of comfort to the family. If a choice is offered to the customer to order South Indian breakfast on Mondays, North Indian breakfast on Tuesdays, Continental on Wednesday and so on, that can be easily interchanged, it adds flexibility to the comfort and predictability they are already assured of.

Such an arrangement would not only help nuclear families, but would also be beneficial to the students, young professionals, PG boarders, and many others staying in the busy city of Bengaluru. It was this motive that lead to the birth of India's first Subscription and Dynamic ordering food app - GobbleOnline.


The subscription model offers the customers a very predictable delivery they can depend on in terms of time slots for breakfast, lunch and dinner as well. Apart from this, GobbleOnline also empowers its customers to order for a day, a week or even a month and they do not need to order repeatedly every other day. The wide variety of restaurants on the platform ensures that a range of menus are available for its customer on a daily basis.

In addition to these features, Dynamic ordering is also supported on GobbleOnline which caters to users who due to various lifestyle/work-style reasons cannot leverage the Subscription ordering model and want to surprise themselves every now and then by ordering Dynamically.

Differentiating Factors

The core competency of GobbleOnline is at three levels. These competencies add up to provide the USP for GobbleOnline which is to enable customers to free up time for themselves from mundane activities like grocery shopping or every day cooking in order to engage in other activities that enrich their Quality of Life.

The first is on the functional side in terms of identification of a pain point for customers in terms of predictable delivery timelines like 8:00 - 8:30AM, 8:30 - 9:00AM, etc slots for breakfast and similarly with fixed slots for lunch and dinner. The second is in addressing the pain point by leveraging technology by creating the ‘Subscription Ordering’ module which not only addresses the predictable delivery pain point, but also goes a long way in providing the convenience of ordering for a day, a week or even a month in one go so that the customers can order once and then just sit back and take delivery every morning or afternoon as the case may be. The third competency is on the operations side where GobbleOnline also lets customers update/cancel orders even just one hour before delivery in the subscription module.

 This predictability in delivery in terms of earmarked timeslots, convenience in ordering in terms of subscriptions for a day/week/month and finally flexibility to modify orders even close to the delivery time is the USP of GobbleOnline which takes it a step ahead of  its competitors.  GobbleOnline takes pride in calling the app as the 'World's Smartest Food App'!

Organizational Culture

The skilled team at GobbleOnline believes that any business would succeed if a particular pain point of a customer is solved through innovation. It is the firm’s understanding and experience of living in a metro city and seeing some of the pain that people go through in their everyday life that inspired its founders to create GobbleOnline. The obvious pain of commuting in Bengaluru and the consequent loss of time and energy and the diminished time with family that they experienced in their lives is what led to GobbleOnline.

The firm strongly believes that a delighted customer is the cornerstone to be successful in our industry.

Harboring Innovation

GobbleOnline has plans to set up two to three fully owned cloud restaurants and have another two to three cloud restaurants in a franchisee model across Bengaluru. Being the 'manufacturer', the company aims to provide more flexible pricing to the end customers and also ensure better margins.

While GobbleOnline owns delivery in a few areas, it plans to have its own delivery team across the city soon that would leverage the predictability offered by 'Subscription Ordering' to have a fully 'engaged' Delivery team that would be used optimally, thus contributing to better margin as well.

Go-to-Market Plans

While GobbleOnline is already ahead of the market in terms of the features offered to its customers, it has several other features also being discussed internally in terms of the product road map. Through these features, the company has plans to target an increase in average ticket size as well as better unit economics. GobbleOnline also has several automation enhancements that are in the pipeline to better the customer experience as well as to streamline the delivery process.

In terms of expansion of services, GobbleOnline will be targeting to get into other Tier-I cities as well as some select Tier-II cities. With discussions already on, the firm has plans to innovate in this area too and instead of expending bandwidth on pure organic growth, the company will be offering GobbleOnline in a franchisee model.

Quick Facts

1.    Year of Inception – 2016

2.     Founding Members

·    Sandeep Chandrakeerthi - 18 years of experience with MNCs like   Oracle Financial Services Software and Nous Infosystems with degrees in MS and MBA from University of Alabama, Birmingham

  ·     Bharat Chougule - 20 years of experience with MNCs like Cap Gemini and Tech Mahindra and graduated from NIT, Surathkal and IIM-B

   3.        Office Location – Vijaya Bank Layout, Off Banerghatta Road, Bengaluru

   4.         Total Headcount – 10

   5.          Website www.gobbleonline.com