Mumbai-based KeenBean Retail Pvt. Ltd has launched e-commerce portal Foodesto.com, which offers organic gourmet and specialty food items and kitchen accessories, reports TechCircle. The service is currently available in Mumbai.

Offerings: At the time of writing this article, the site offered breakfast items like breads, gourmet cheeses, and cereals among others, bakery items, Gluten-free food items, chocolates, dips, dressings, jams, snacks & biscuits, packaged fruits & vegetables, dry fruits, and beverages. It also offers baking and cooking equipments and accessories.

The company claims to offer more than 1,500 products from more than 130 Indian and International brands, including brands like Fabindia, Down to Earth, 24 Letter Mantra, Nourish Organics and Conscious Foods, as indicated by a WirelessDuniya report.

Homepage:  Foodesto currently showcases a set of featured products and newly added products on the homepage. We noticed that the portal uses images extensively across the portal to promote their products, considering that it is food-oriented portal. Interestingly, the company also seems to have a recipe blog called Foodizmo, where it posts dish recipes across various cuisines like Indian, Italian, Pan Asian, Mediterranean, and Mexican.

One can either click on the product thumbnail to have a quick preview of the item and add them to cart or head over to the product page to browse through more information about the product, and view similar product suggestions.

Alternatively, one can also head over to any specific category, brand or cuisine through the drop down navigation bar or use the keyword-based search box to search for their favorite food item. Following this, one can sort the results based on various parameters including alphabetical order, pricing, customer reviews, freshness, best selling and featured items.

Payment and Shipping: The payment options offered by the site include Credit & Debit Cards and Cash On Delivery. There is a flat Rs 60 shipping fee for orders below Rs 1000 and free shipping for orders over Rs 1000.

The company claims to deliver all products within 24 hours in Mumbai. It also claims to offer an express delivery facility for majority of the items, through which the company will deliver the products within four hours for an additional nominal fee, as long as the order has been placed before 9am- 6pm on that specific day. However, we weren’t able to find any such option during the checkout process, at the time of writing this article.

Going forward, the company also plans to extend shipping of packaged items like pastes and sauces to rest of India shortly and claims to deliver the products within 72 hours, although Pankaj Chandra, co-founder of Foodesto stated in an interview to TechCircle that they have started shipping packaged goods to other Indian cities and they plan to introduce delivery of cold cuts and bakery items in Delhi and Bangalore in the future.

Other Players: In December 2011, Gourmet Company, a company which offers gourmet food products and gift items, had launched its e-commerce store Gourmetco.in. The online store claimed to feature 400 gourmet food products including herbal blend teas, cookies, cereals, jams & marmalades, salad dressings, mustards rare coffees, pastas and Mediterranean food ingredients, among others.

Besides that, Indiatimes* also offers organic food items across various categories including cereals, spices, health food, pulses and others, through its recently launched ayurvedic and and organic products online store Satvikshop.com.

*Disclosure: Indiatimes is an advertiser with MediaNama