Mumbai-based foodtech startup Thrive joins the Indian govt-backed ONDC

Mumbai-based foodtech startup Thrive has joined the Indian government-backed Open Network for Digital Commerce (ONDC) to expand its customer base.

With this, Thrive will be able to make its more than 20,000 listed restaurants accessible to consumers across all ONDC Network apps. The move is aimed at enhanceing food commerce for all stakeholders, including consumers, delivery partners, and restaurants. 

Enhancing restaurant visibility and discovery

The integration with ONDC will enable Thrive to provide greater visibility and discovery opportunities for its restaurant partners.

"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," said Thrive’s Co-founder and CEO, Krishi Fagwani.

The development is expected to generate significant demand for the listed restaurants, promoting equitable representation in the digital food commerce space.

ONDC’s MD highlights benefits of ONDC

ONDC’s MD and CEO, T. Koshy, highlighted the benefits of Thrive joining the network, saying, “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," Koshy said.

What does Thrive do?

Founded in 2020 by Karan Chechani, Krishi Fagwani, and Dhruv Dewan, Thrive aims to bridge the gap between consumers and restaurants through community recommendations rather than traditional algorithmic suggestions. 

The startup empowers restaurants to control their destinies by connecting food enthusiasts with popular eateries such as Domino’s Pizza, Rebel Foods, Tibb’s Frankie, Natural Ice Cream, Chinese Wok, Social Offline, and Barbeque Nation. 

It is backed by major food and beverage service providers like Jubilant FoodWorks and Coca-Cola India Pvt. Ltd.

Leadership comments

Krishi Fagwani, Co-founder & CEO of Thrive, said, “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.”