fastrr, the AI-native commerce platform by Shiprocket, has expanded into the food commerce segment through partnerships with Vegorama Group, which operates Punjabi Angithi, and Bikkgane Biryani. The move marks fastrr’s entry into the restaurant and food delivery ecosystem, with a focus on helping restaurant brands strengthen direct customer relationships, increase repeat orders and build their own digital ordering channels.
As online food ordering continues to play a significant role in the restaurant industry, businesses are increasingly exploring ways to improve customer retention and build brand loyalty. However, restaurants that depend heavily on third-party food delivery aggregators often have limited control over customer relationships and fewer opportunities to engage with diners beyond individual transactions.
fastrr by Shiprocket aims to address this challenge by enabling restaurants to attract customers to their own digital channels, convert orders and encourage repeat purchases, while supporting the delivery experience. The partnerships cover two high-volume food categories in Delhi NCR: vegetarian North Indian cuisine and biryani.
Vegorama Group, which operates Punjabi Angithi, is listed on the BSE and generates a significant share of its revenue through online delivery. Its association with fastrr reflects an effort to strengthen direct digital channels alongside its existing restaurant operations.
Through the partnership, both brands will gain access to fastrr’s suite of commerce, marketing and customer engagement solutions. fastrr Identity and fastrr Signals will help identify high-intent and returning customers, while flagging potential return-to-origin (RTO) and cash-on-delivery (COD) risks before orders are placed.
fastrr Ads will support performance marketing campaigns optimised for delivered orders, while WhatsApp-based tools will help recover abandoned orders and send personalised offers and reorder reminders. Shiprocket Quick’s multi-partner rider network will support hyperlocal deliveries from individual outlets, with live tracking and targeted delivery timelines for orders placed through direct channels.
The partnership also includes influencer-led campaigns for Vegorama Group and packaging and design support for both restaurant brands. Additionally, the companies plan to explore direct-to-consumer (D2C) food products through their own websites and quick-commerce platforms, creating opportunities to expand beyond traditional restaurant ordering.
Commenting on the expansion, Gaurav Mangla, CEO – Ads and Checkout, Shiprocket, said that the next phase of food commerce growth would depend on building lasting customer relationships that translate into repeat business. He highlighted the importance of helping restaurants understand customer preferences, encourage loyalty and establish direct connections instead of relying entirely on third-party platforms. He added that fastrr brings together capabilities across customer engagement, marketing and fulfilment to help restaurant businesses strengthen their digital presence and explore new growth opportunities.
Deepak Chadha, Founder of Punjabi Angithi and Vegorama Group, said the company is continually exploring ways to evolve its customer experience and expand its presence beyond physical outlets. He noted that the partnership would support its digital growth through new marketing initiatives and an improved online ordering experience, while opening opportunities to explore new food products and formats.
Praveen Valmiki, Founder of Bikkgane Biryani, highlighted the importance of the end-to-end customer experience in a competitive category such as biryani. He said the association with fastrr by Shiprocket would help strengthen the brand’s digital ordering experience and deliver a more consistent customer journey, from menu discovery and order placement to doorstep delivery.
For customers, direct ordering channels are intended to offer a simpler and more convenient experience. A recognised checkout process can reduce the need to re-enter details, while live delivery tracking can help customers follow orders dispatched from nearby outlets. Personalised offers and WhatsApp reminders are expected to encourage repeat purchases, while direct channels can provide access to brand menus, loyalty programmes and, over time, exclusive D2C food products.
fastrr by Shiprocket plans to extend its food commerce offering to additional restaurant chains, quick-service restaurants and cloud kitchens. The company is also exploring adjacent categories, including bakeries, desserts, beverages and packaged foods.
Its roadmap includes food-specific capabilities such as menu-aware checkout, loyalty programmes, reorder reminders and peak-hour delivery allocation. The expansion builds on Shiprocket’s broader commerce enablement capabilities, bringing customer engagement, marketing and fulfilment together to help food businesses establish direct digital channels and strengthen customer relationships.
By: Sanya Sharma
