Shiprocket Expands into Food Delivery with Low-Cost Direct Ordering Model
Shiprocket has forayed into the **food delivery market** with its fastrr platform, in partnership with Vegorama Group, which runs Bikkgane Biryani and Punjabi Angithi. The direct-ordering concept is designed to help restaurants cut aggregator commissions.
fastrr, developed by Shiprocket—the top AI-driven commerce enabler in India—marked its entry into the food delivery market. The company has teamed up with the Vegorama Group, the owners of Bikkgane Biryani and Punjabi Angithi, for this endeavour. By expanding its direct-to-consumer commerce capabilities, fastrr is now a part of the restaurant and food delivery ecosystem. Using this approach, Shiprocket hopes to assist restaurant companies in developing deeper connections with their customers.
Further, it will also increase the frequency of their orders and create their very own digital ordering platforms. An NCAER research project completed in December 2025 in collaboration with Prosus, an investor in Swiggy, found that average aggregator commissions jumped from 9.6% in 2019 to 24.6% in 2023. As a result of Shiprocket's foray into the food commerce market, eateries will be able to retain more of their income.
Working Ecosystem of fastrr
The collaborations will allow fastrr Identity and fastrr Signals to assist Vegorama Group in identifying new and returning customers for their Punjabi Angithi and Bikkgane Biryani restaurants. Recovering abandoned orders and encouraging repeat purchases can be achieved through targeted advertising, WhatsApp reminders, and tailored offers. Shipping from individual stores will be handled by Shiprocket Quick's network, which includes Ola, Porter, Borzo, and Shadowfax Local, and customers may track their packages in real-time.
Restaurants can outsource delivery instead of managing their own fleets because of the service's consistent pricing across partners and absence of surge fees. According to Deepak Chadha, founder of Vegorama Group, the company's partnership with Fastrr by Shiprocket will help it expand digitally by introducing new marketing campaigns and improving the quality of its online purchasing system. Brand websites and quick-commerce platforms sell packaged meals, and the agreements involve influencer marketing as well. Brands should be able to establish that relationship directly, according to Gaurav Mangla, CEO of Shiprocket's Ads and Checkout division. Mangla argues that third-party platforms shouldn't be involved in any manner whatsoever.
fastrr Can Emerge as Game-Changer
By eliminating the need to pay aggregator commissions on a regular basis, restaurants might save money on marketing, payments, and delivery—especially for returning customers—if they allowed direct ordering. But aggregators are still crucial for drawing in new customers. Fastrr will soon be available at cloud kitchens, bakeries, and quick-service restaurants, as well as packaged meals.
Shiprocket also intends to implement reward programs and allocate deliveries during peak hours. The opportunity is to convert customers who were acquired through aggregators into direct repeat buyers. Therefore, it's possible for restaurants to keep more money from future orders. According to Mangla, every order is a chance for restaurants to get to know their customers, learn what they value, and create an incentive for them to come back.
