Online and telephone business listings service JustDial has launched an online food delivery service, reports TechCircle. In March 2013, it was reported that the company was in the process of inking deal with restaurant chains. At the time of writing this article, the service is not visible from the homepage however one can access the service from here.

The service is currently live in Mumbai, Navi Mumbai, Thane, Pune, Ahemdabad, Bangalore, Chennai, Coimbatore, Delhi, Faridabad, Ghaziabad, Gurgaon, Howrah, Hyderabad, Kolkata, and Noida. It’s not clear whether the company has partnered with any service to offer online food delivery. At the time of writing this article, the listings contained JD Verified listing indicating that the company is verifying the service offered.

Justdial

 

One can place an order after selecting the restaurant. The service provides an option to place an advance order up to six days. It also allows users to set a delivery time. When we checked, it offered cake shops, restaurants, among others for its food delivery service.

It’s also not clear whether the restaurants themselves offer the last mile delivery service or JustDial will be offering the service. However, note that JustDial probably has an existing relationships with restaurants that are already listed on its portal and has a quite strong foothold in several Indian cities including tier II and II cities in the country. Inking a deal with these restaurants shouldn’t be an issue for the company.

Bookurtable.com Partnership: JustDial had previously tied up with the online restaurant reservation and food ordering service Bookurtable.com, to allow users who search for restaurant listings on JustDial to make reservations. While the current status of this partnership is currently unknown, its possible that JustDial was probably testing waters with Bookurtable and is now looking to setup its own online food ordering service, rather than partnering with other players in the food ordering segment.

Competition: By launching its own food ordering service, JustDial will be competing with other online food ordering services like JustEat and Rocket Internet-backed FoodPanda. Other services include BigBite.in which offers online food delivery in Delhi-NCR region and Deliverychef.in which offers online food ordering service in Mumbai, Navi Mumbai, Thane and Pune regions. Besides this, companies like DineoutGourmetItUp.comTablewalla and TableGrabber offer online restaurant reservation facility. In June 2013, online food ordering service TastyKhana.com raised more than $5 million from Delivery Hero, an online food ordering marketplace.

Now that JustDial has entered the market, it will be interesting to watch how these startups differentiates among themselves. That said, we could also see consolidation in the sector.