Justeat logoOnline food ordering service, JustEat India has received an undisclosed amount of investment from Axon Partners Group and Forum Synergies (India) for a minority stake in the company. The investment will be used to hire talent for its technology and marketing teams and to expand its presence to other Indian cities.

In 2011, UK-based online takeaway ordering service JustEat, had acquired a majority stake in the Bangalore-based table booking site Hungry Zone, with plans to invest $5-$10 million over a period of three years. Subsequently, the parent company had raised $48 million in a funding round led by Greylock Partners and Redpoint Ventures, along with existing investor Index Ventures.

JustEat has a presence in several countries including Belgium, Brazil, Netherlands, Italy, U.K, Switzerland, Spain, Canada, Argentina, among others. In India, the company allows consumers to book tables and order food, via their website, mobile site and mobile app. As of February 2013, the company claimed to have partnerships with around 2,500 restaurants in the Indian cities of Bangalore, Delhi, Delhi NCR, Pune and Mumbai.

 Competition: JustEat’s investment has come at a time when online listing directory JustDial has launched its food delivery business in the country. It would be crucial for JustEat to quickly expand to other cities considering that JustDial has already launched its business in several cities including Mumbai, Navi Mumbai, Thane, Pune, Ahemdabad, Bangalore, Chennai, Coimbatore, Delhi, Faridabad, Ghaziabad, Gurgaon, Howrah, Hyderabad, Kolkata, and Noida.

Other services in this segment 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.

There are other services such as DineoutGourmetItUp.comTablewalla and TableGrabber that 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.

With so many players in this segment, restaurants have more portals to list their services on, to drive business. However, it would be interesting to see how the players in the online food ordering business differentiate themselves to gain more partnerships and users.