Thrive, one of India’s fastest-growing food-tech brands, has joined the Open Network for Digital Commerce (ONDC) to tap newer customer segments. As the brand onboards onto the Network, all restaurants listed on Thrive can be seen on all apps that a consumer is shopping from across the ONDC Network.
Thrive has more than 20,000 restaurants listed presently, and its reach is rapidly growing across the country. Working towards making food commerce better for every stakeholder involved, right from consumers to delivery partners and restaurants, Thrive is backed by some of the largest food and beverage service providers in the country, including Jubilant FoodWorks and Coca-Cola India Pvt. Ltd.
On the back of the ONDC Network, Thrive will be able to expand its customer base by making the restaurants listed on the apps and its direct solution available to buyers from all ONDC seller apps. The move will help the brand grow its presence and further its mission of equitable representation for its restaurant partners.
As an adopter of the ONDC Protocol, Thrive has already established its reputation as a disrupter in the food commerce space and is making moves to further its presence in the food delivery and discovery segment. By joining the ONDC Network, Thrive aims to create multiple consumer touchpoints through disruptive innovations.
Krishi Fagwani, Co-founder & CEO of Thrive, shared, “Thrive as an organization has always aimed to aid discovery and equal representation for restaurateurs. With ONDC Network, we’re solving demand generation for these restaurants with a Network that aims to accumulate buyers in a decentralized space for sellers of various categories. On the supply side, ONDC Network has a lot going on in terms of new associations, integrations and initiatives. It will be interesting to witness the demand side of things going via the Network. We’re excited to understand the scale of our endeavor with them.”
T. Koshy, MD & CEO, ONDC, said, “The joining of Thrive aligns with our vision of fostering an inclusive digital commerce landscape. Their onboarding onto the Network will unlock new opportunities for the extensive network of restaurants, connecting them with a wider customer base. As more and more brands of varied scale leverage the ONDC Network, it helps every participant, including end-consumers, reap greater benefits as India’s digital economy grows.”
India’s tech stack is growing rapidly, and initiatives like the ONDC are crucial in driving innovation and growth. By joining the ONDC Network, Thrive is well-positioned to expand its service to new customers across the country.
