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Essel Group launches online food delivery service Gorb in Mumbai


Essel Group’s Living Entertainment Enterprises (LEEPL) has launched Gorb, an online food delivery service through web, Android and iOS apps where it will put up a curated menu daily. Gorb is live only in Mumbai, except Thane and Navi Mumbai. The company’s “daily menu” link works on web only after entering a location on the home page, and the Android app lists a host of vegetarian and non vegetarian dishes ranging from Rs 60-310 for Andheri in Mumbai.

Gorb says that users can add multiple addresses to their app and filter by cuisine and vegetarian dishes and a price range (which by default is the lowest and highest price of dishes on offer). Users can login with Facebook, Google or their mobile numbers. Gorb is looking for home chefs where a panel will evaluate their food and give them a chance to host their own TV cookery show dependent on the “more people you serve and the more followers you have.”

Gorb also claims “zero follow ups guaranteed with realtime tracking.” It currently accepts payments by cash, credit and debit cards, net banking and mobile wallets.

Living Foodz channel

In September 2015, LEEPL launched Living Foodz, a food-entertainment channel and signed up multiple chefs, restaurateurs and food related personalities. At the time, the company said that it would launch 4 more channels Z Living, Living Homez, Living Travelz and Living Rootz in India over 2 years.

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The Essel Group runs Zee Entertainment Enterprises Ltd (ZEEL), Zee Media Corp, the newspaper DNA, Dish TV, Asian Sky Shop, Essel Sports, Zee Learn Ltd (KIDZEE etc.) among other infrastructure, packing and metal companies. With Gorb, it seems that the group is diversifying even more, with the idea of testing waters in the ‘food tech’ world, possibly with TV and YouTube tie ins.

Recent developments in the online food ordering space:
– Earlier this month, Swiggy has brought Mukesh Bansal, Myntra’s founder and ex-CEO, on its board as a strategic advisor. Last month, Swiggy raised $15 million in a Series D funding led by Bessemer Venture Partners. With this, the company’s total fund raise was $75.5 million.
– Rocket Internet owned Foodpanda reported revenues of $13.15 million in Q2 2016, up by 64.8% year-over-year (YOY) from $7.98 million (€ 7.1 million) in Q2 2015.
– In June, Roadrunnr acquired food delivery app TinyOwl for an undisclosed amount. Both the companies were expected to merge into one, and release an app called Runnr which would deal with food delivery.

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