Mumbai, India, November 15, 2014: After successfully launching and building profitable digital business models in the advertising and fashion space, AntFarm (AntFarm.in), a digital media & Internet company, has now set its sights on disrupting the food delivery market with its acquisition of Meals on Wheels, the pioneers of food delivery services in India.
The acquisition of Meals on Wheels is the first step as part of a multi-layered approach by AntFarm to transform the local delivery business in India, starting with food delivery, a fast growing business category in metropolitan India, and quickly adding various other business categories like essential electronics, gifts and flowers etc.
As part of its initial thrust to revamp Meals on Wheels, AntFarm has launched a redesigned website for Meals on Wheels (www.mealsonwheels.in), which is now live and features a superior UI/UX. The new service enables a user-friendly, attractive and efficient interface for discovery and order placing. The new Meals on Wheels also facilitates saving of favourite restaurants and dishes, view past orders and get relevant recommendations.
Meals on Wheels currently provides delivery from the most popular restaurants in South Mumbai, with a serviceable area from Cuffe Parade to Worli. As the first phase of the planned national expansion campaign, AntFarm will scale logistics to initially have coverage throughout Mumbai and then expand to Delhi NCR, Bangalore, Chennai, Pune, Hyderabad and Kolkata.
Commenting on the acquisition, Rishi Khiani,MD & CEO of AntFarm, said, “Essential services like delivery are increasingly becoming important for the time-strapped consumer in metropolitan India. This acquisition is the first step for AntFarm to disrupt the local delivery service business through smart technology. Meals on Wheels already has successful partnerships, a robust active user base and a critical mass of orders-per-day. I believe we have the wherewithal, combined with the domain expertise of Meals on Wheels, to transform this industry.”
AntFarm has roped in Sandeep Das, formerly the COO and Head of Business at Burrp and AskMe, to oversee and manage business operations of Meals on Wheels in the capacity of CEO. Sandeep comes with 15 years of experience in the digital and offline space.
“The acquisition of Meals on Wheels brings forward exciting synergies for AntFarm to disrupt a burgeoning market segment. With my experience of local/classified, food & lifestyle digital businesses, I am looking forward to leading an aggressive expansion and launching digital innovations in this space to gain leadership position nationally.” Sandeep explained.
Meals on Wheels founder, Sunil Saraf, will take on a senior management role in the growth and expansion of the business.
“We are thrilled with this opportunity to be a part of AntFarm. AntFarm has a proven track-record in adding the much needed technology layer for businesses to be relevant and scalable. We believe that we have a compelling value proposition for customers, which coupled with AntFarm’s expertise in cutting edge technology can be leveraged to provide a world class delivery service.” Sunil Saraf said, commenting on the acquisition.