Top Story

e4m_logo.png

Home >> Marketing >> Article

AntFarm acquires Meals on Wheels

15-November-2014
Font Size   16
AntFarm acquires Meals on Wheels

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, 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.”

 

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...