Ride-hailing giant Ola has reportedly taken a new direction by joining the state-backed Open Network for Digital Commerce (ONDC) and initiating trials for a food delivery platform.
ONDC Integration within the Ola App
Sources have disclosed that Ola began its ONDC experimentation back in August, seamlessly integrating an ‘ONDC Food’ feature directly into the Ola app. Presently, this feature is exclusively accessible to Ola’s own employees.
Ola Takes on Foodtech Giants
This move positions Ola in direct competition with foodtech giants like Zomato and Swiggy. Ola’s pilot project empowers its employees to browse through a multitude of restaurants listed on the ONDC network and place food orders conveniently via the Ola app.
Employee Feedback Sought
On August 24th, Ola’s management took a proactive step by reaching out to all its employees, soliciting their feedback on the trial run. This collaborative approach underscores the company’s commitment to refining its food delivery venture.
Ola’s Pursuit of Foodtech
While Ola’s entry into ONDC was initially anticipated in the mobility sector, the decision to delve into food delivery indicates the company’s renewed interest in the foodtech landscape. Despite previous endeavors such as the launch of ‘Ola Cafe’ in 2015 and the acquisition of Foodpanda India in 2017, Ola faced setbacks in establishing a foothold in this domain. Notably, Foodpanda was shuttered in 2019, followed by the discontinuation of Ola Dash in 2022. Now, ONDC emerges as Ola’s experimental ground as it strives to realize its foodtech aspirations in a sector predominantly dominated by Zomato and Swiggy.
