In a move to simplify the food delivery experience, BharatPe has partnered with the government-backed Open Network for Digital Commerce (ONDC). This integration allows users to order food directly through the BharatPe app, tapping into a network of over 1.4 lakh restaurants across 400+ cities. By combining digital payments and food delivery in one platform, BharatPe aims to enhance user convenience, reducing the need for multiple apps on a smartphone.
BharatPe’s Super App Strategy
As part of India’s growing super app trend, BharatPe is evolving beyond its fintech roots. This is the company’s first big move following the launch of its consumer payments feature. By integrating food delivery, BharatPe is entering a competitive market dominated by Swiggy and Zomato. However, with ONDC, BharatPe offers a unique edge—providing access to a vast array of local and small restaurants, including hidden gems, that may not be listed on other platforms.
Supporting Local Businesses
This collaboration doesn’t just benefit users but also boosts local food outlets. ONDC’s open network allows these small food businesses to reach a larger audience without traditional barriers. According to Thampy Koshy, CEO of ONDC, “This partnership redefines convenience for consumers while creating growth opportunities for local businesses.”
By supporting these smaller outlets, BharatPe is helping local vendors compete with bigger chains, furthering its mission to empower small businesses across India.
A Better User Experience
The BharatPe app now offers a seamless food delivery experience with a user-friendly interface. Customers can browse a wide range of cuisines, from popular chains to local favourites. The app also provides real-time order tracking and personalised recommendations based on users’ preferences and order history.
This move is part of BharatPe’s broader strategy to provide a smooth, all-in-one platform for digital services, making it more than just a payment app.
More Than Just Payments
Beyond food delivery, BharatPe continues to offer various payment options, including Scan and Pay, utility bill payments, and bank transfers. Its new UPI Lite feature enables faster transactions without a UPI PIN, further enhancing the app’s ease of use.
By consolidating services like food delivery and digital payments, BharatPe is positioning itself as a comprehensive solution for users, aiming to drive growth in the crowded fintech and food delivery markets.
What’s Your Opinion?
With BharatPe entering the food delivery market, how do you think it will impact the competition? Will this move lead to success, or is the market too saturated?
Share your thoughts in the comments below!
