New Delhi, Oct 21: fastrr, the AI native commerce platform by Shiprocket, India’s AI-driven commerce enabler, today marked its expansion 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, extending its direct-to-consumer commerce capabilities to help restaurant brands build stronger customer relationships, drive repeat orders and establish their own digital ordering channels. 

As online food ordering becomes an increasingly important part of the restaurant business, brands are looking to build stronger direct relationships with customers, drive repeat orders and build loyalty. However, the brands that rely heavily on third-party food aggregators often have limited control over customer relationships and fewer opportunities to engage diners beyond individual transactions. fastrr by Shiprocket aims to address this gap by helping restaurants attract customers to their own digital channels, convert orders and encourage repeat purchases, while supporting the delivery experience. The partnerships span two high-volume food categories in Delhi NCR: vegetarian North Indian cuisine and biryani. Vegorama Group, which operates Punjabi Angithi, is BSE-listed and generates a significant share of its revenue through online delivery, making it a relevant example of a scaled restaurant business building its direct channel.

Through fastrr Identity and fastrr Signals, the brands will be able to identify high-intent and returning customers, while flagging potential RTO and COD risks before an order is placed. Fastrr Ads will enable performance campaigns optimised for delivered orders, while WhatsApp tools will help recover abandoned orders and send personalised offers and reorder reminders. Shiprocket Quick’s multi-partner rider network will support hyperlocal delivery from individual outlets, with live tracking and a target delivery time through direct channels. It also includes influencer-led campaigns for Vegorama Group, packaging and design support for both brands, and plans to explore direct-to-consumer food products through their own websites and quick-commerce platforms.

Speaking on the expansion, Gaurav Mangla, CEO-  Ads and Checkout, Shiprocket, said,

“The next phase of growth in food commerce lies in building lasting customer relationships that translate into repeat business  for them. For restaurants, every order is an opportunity to build familiarity, understand what customers value and give them a reason to return. We believe brands should have the ability to build that relationship directly, rather than have it mediated entirely by third-party platforms. This is the opportunity we see in food commerce, and one we are working with our partners to unlock. Fastrr by Shiprocket brings together the capabilities needed to support this journey, while helping restaurant businesses strengthen their digital presence and explore new avenues for growth.”

Deepak Chadha, Founder, Punjabi Angithi Vegorama Group, said,

“As a delivery-focused restaurant business, we are constantly looking at ways to evolve how we serve our customers and expand our presence beyond our physical outlets. Our association with Fastrr by Shiprocket will support our digital growth through new marketing initiatives and a stronger online ordering experience. We also see an opportunity to explore new food products and formats that can help us reach customers in more ways, building on the foundation of our existing restaurant business.”

Praveen Valmiki, Founder, Bikkgane Biryani said,

“In a category as competitive as biryani, the experience around the food is an important part of how a brand stands out. From discovering the menu to placing an order and receiving it at the doorstep, every touchpoint shapes how customers experience the brand. Our association with Fastrr by Shiprocket allows us to strengthen our digital ordering experience and create a more consistent journey for customers choosing Bikkgane Biryani.”

For customers, ordering directly from restaurant brands is designed to be simpler and more convenient. From a recognised checkout experience that reduces the need to re-enter details to live tracking of deliveries from the nearest outlet. Personalised offers and WhatsApp reminders can help diners discover relevant deals and reorder their favourites, while direct channels will also give them access to brand menus, loyalty programmes and, over time, exclusive D2C products available through the brands’ own channels.

fastrr by Shiprocket plans to expand its food-commerce offering to more restaurant chains, quick-service restaurants and cloud kitchens, while exploring adjacent categories such as bakeries, desserts, beverages and packaged foods. Its roadmap includes food-specific features such as menu-aware checkout, loyalty programmes, reorder nudges and peak-hour delivery allocation. This expansion builds on Shiprocket’s broader commerce enablement capabilities, bringing customer engagement, marketing and fulfillment together to help more food businesses build their own digital channels and strengthen direct customer relationships.