Delhi based iOrderFresh partners with Natural Ice Cream, more tie-ups underway

Delhi-based mobile-only food and grocery retailer iOrderFresh has partnered with  Natural Ice Cream to deliver latter’s products to the doorstep of customers in Delhi NCR.
Founded in 2014, iOrderFresh offers an array of perishable food products including farm fresh fruits and vegetables, poultry, meats and fish, bakery, organic milk, and handmade chocolates.
Natural Ice Cream, the Mumbai-based manufacturer and retailer of ice-creams made out of fresh fruit pulp and dry fruits, entered the NCR market in October 2014. It currently operates three stores across Greater Kailash, Connaught Place and Rajouri Garden.
The tie-up with iOrderFresh will help Natural Ice Cream tap new customers and also serve its existing customers better.
“We are very happy to partner with iOrderFresh for delivering our products across Delhi NCR. Their team has demonstrated a proven track-record of delivering high quality perishable food products and we hope to mutually benefit from this partnership,” Srinivas Kamath, Director of Natural Ice cream, said.
IOrderFresh, which initially started with 10-15 orders per day at Gurgaon, now delivers 1000-1050 orders per day in almost entire Delhi NCR, within a year of starting operations.
Considering perishables and fresh produce as a category that differentiate them from their peers, the firm is looking for similar partnership with some other iconic food retailers to grow their list of quality deliverables.
“The partnership with Natural shows the potential and trust that the brand has seen in our expertise.While Natural Ice Cream has excelled at maintaining high standards with their fresh & delicious flavors for decades, we have developed expertise in managing complex supply chains for perishable food products to ensure quality and freshness for the end consumer,” Nitin Sawhney, founder and CEO, iOrderFresh, told Indiaretailing.
“We are planning to crack the similar partnerships with other iconic food retailers. But right now its too early to disclose anything,” he added.
The genesis of iOrderFresh is no overnight inventories. The products are procured daily from vendors to ensure that only the freshest produce reaches the consumers. The company procures products directly from large wholesalers (‘mandis’) on the basis of orders that they receive from consumers.
“Our customer registrations have scaled to 25,000 within 3 months of launching the mobile app on iOS and have since doubled to over 50,000 with 55% buyers being repeat customers that in itself speaks volume and potential iOrderFresh holds for the future,” Sawhney said.
The start-up is planning to emerge as the leading player in the NCR region and then expand to other cities. It will soon be adding fresh flowers, dairy products, cold cuts, imported cheese and many other quality products on its platform.
Recently, Best Foodworks — an investment company led by Yes Bank MD Rana Kapoor’s son-in-law Alkesh Tandon – acquired a significant minority stake in iOrderFresh for Rs 6.4 crore.
The company is also looking to add more funds in business and will close the next round of investment by next financial year.