Shiprocket is testing its fastrr direct-ordering model with Delhi-NCR restaurant chains Punjabi Angithi and Bikkgane Biryani.

With food-aggregator commissions, taxes, discounts and promotional expenses potentially consuming up to 40 per cent of an order’s value, Shiprocket is testing a direct-ordering model with two Delhi-NCR restaurant chains, Punjabi Angithi and Bikkgane Biryani. Its fastrr platform will help restaurants use customer data to generate repeat orders, while Shiprocket Quick arranges doorstep deliveries through third-party riders at advertised rates starting at ₹10 per km.

The move marks Shiprocket’s entry into food commerce as restaurants seek to retain more revenue. Average aggregator commissions increased from 9.6 per cent in 2019 to 24.6 per cent in 2023, according to a December 2025 NCAER study conducted with Swiggy investor Prosus.

At the 2023 average rate, restaurants would pay ₹24.6 lakh on every ₹1 crore of commissionable orders, excluding additional expenses.

“We believe brands should have the ability to build that relationship directly, rather than have it mediated entirely by third-party platforms,” said Gaurav Mangla, CEO, Ads and Checkout, Shiprocket.

Under the partnerships, fastrr Identity and fastrr Signals will help Vegorama Group, which operates Punjabi Angithi and Bikkgane Biryani, identify potential and returning customers. Targeted advertising, WhatsApp reminders, and personalised offers will encourage repeat purchases and recover abandoned orders.

Shiprocket Quick’s network, including Ola, Porter, Borzo and Shadowfax Local, will handle deliveries from individual outlets with live tracking. The service offers uniform pricing across partners and no surge fees, letting restaurants outsource delivery instead of maintaining their own fleets.

“Our association with Fastrr by Shiprocket will support our digital growth through new marketing initiatives and a stronger online ordering experience,” said Deepak Chadha, founder of Vegorama Group.

The agreements also cover packaging, influencer marketing and packaged foods sold through brand websites and quick-commerce platforms.

Shiprocket joins DotPe and uEngage, which offer restaurant ordering apps and marketing tools. EatClub and Rebel Foods’ EatSure operate direct-ordering platforms for their restaurant brands, while ONDC provides another alternative.

Both Punjabi Angithi and Bikkgane already use uEngage-built apps, allowing Shiprocket to strengthen existing channels with marketing and delivery capabilities.

Direct ordering could help restaurants replace recurring aggregator commissions with lower spending on marketing, payments and delivery, particularly for repeat customers. Aggregators, however, remain important for attracting new diners.

Shiprocket plans to expand fastrr to quick-service restaurants, cloud kitchens, bakeries and packaged foods, adding loyalty programmes and peak-hour delivery allocation. The opportunity lies in converting customers acquired through aggregators into direct repeat buyers, allowing restaurants to retain more revenue from subsequent orders.

“For restaurants, every order is an opportunity to build familiarity, understand what customers value and give them a reason to return,” said Mangla.

Published on October 22, 2026