Ecommerce24 in News

The FoodAbhi Story

Online Tiffin Service is an open field for players.Let’s say, It’s my lunch time and since the maid didn’t turn up I have no Tiffin today. I think of what to order for lunch, I’m tired of eating from restaurants which use  too much extra oil & artificial colors and give me an upset stomach at times. Plus I’m tired of the junk food. I wish to eat something simple, hygienic and homely.

What do I do?

I order from FoodAbhi.

Today it’s so simple in Mumbai to order a tiffin of your choice. It was not so easy previously. Either you would subscribe to a dabbawallah’s monthly service but with that you had no choice if it was not up to your liking or let’s say when you have to order once in a while and not every day.

The journey for FoodAbhi has been, slow but steady at the start with its fair share challenges and now they are taking huge leaps of growth.

It was 2014, the start-up environment was bubbling and buzzing with ideas. Every day you could hear of someone trying to do something new. Amit Dube an IHM alumni and his wife Shraddha had aspirations to start a venture of their own.

After studying various prospects they zeroed in on fulfilling a very basic but important problem –  FOOD.

They came up with the idea of an Online Tiffin service.

The idea in their minds was to tie-up with a 2-3 vendors or to make food on their own and start delivering, initially. But there is many a slip between the cup and the lip. Out of so many startups that come into existence a whopping 40% fail. The journey of a business concept from an idea to its formation and execution is crucial to its success.  You need support, expert counsel and advisors to tweak the product to its right fit.

With zero experience in the online industry the couple had no ideas about how to give shape to their venture. They decided to approach E-Commerce24 (A Mitashi venture). Ecommerce 24 provides end to end ecommerce solutions to upcoming businesses.

The team at Ecommerce 24 headed by Manish Patil have experience gathered from the early days of online business with expertise in- Market research, Marketing, Branding, Customer Service and  Logistics and Distribution.

After hearing the proposal from Amit and Shraddha, E commerce 24 set up a team of their consultant and Researchers to study the feasibility and come up with the right approach to make the venture a success.

After a detailed study, they proposed a small change in approach which will make them not service providers but facilitator of service providers. They advised Amit and Shraddha to make FoodAbhi a marketplace for Tiffin Service providers. FoodAbhi Logo

With Focus on Hygiene, Custom tiffin size and health forming core of their service.

This small change in approach set them apart and marked them as the First online food aggregator. Over a course of one month, the ECommerce24 team worked with the couple and set them on the course to garner their share of E-Commerce growth.

After starting with a start-up capital of Rs 10 lakhs they have grown by huge leap and bounds.
Now a year down the line, they have over 30 vendors on board as partners. Over 15,000 meals have been delivered by FoodAbhi already. The company gets around 100 customers in a day and approximately 2000 tiffins on a monthly basis.

They have raised funding from VC’s based in U.S, U.K and the Netherlands. The company will use the funds to expand operations to New Delhi, Pune and Bangalore. A mobile app is also on the cards.

Going ahead Amit Dube says, “Our aim as of now is not profitability as much as economies of scale”


Recent Interview on Entrepreneur India Magazine – Ecommerce24


Ecommerce24's Interview on Entrepreneur India Magazine.

Ecommerce24’s Interview on Entrepreneur India Magazine.


While talking to SMEntrepreneur, Manish Patil, Business Head, Ecommerce24, talks about his firm and the opportunities in online business in India.

Please give us a brief about Ecommerce24.

Ecommerce24 is a platform that provides end-to-end solutions to all businesses to start and grow their online verticals. These services include website development, operations and digital marketing. Ecommerce24 is a venture of Mitashi Group, a well-reputed brand in India.

What are your offerings for SMEs?

We are India’s first end-to-end e-commerce solution providers. Our services include:

Website Design & Development – To enable businesses reach to maximum Internet users, including mobile Internet users.

Payment Gateway solution – To facilitate online payments.

Logistic Solutions – Includes courier service, warehousing, packaging and logistic process set-up.

E-commerce Business Consultancy – To help businesses set up the entire e-commerce vertical and expand their business online.

Education and Training – Our e-commerce and digital marketing workshops empower online business owners and managers with relevant knowledge and in-depth training to manage a complete online business in the most efficient and profitable way.

Outsourced service – This includes call centre for e-commerce business, product photography, content writing, catalogue and website management, order and logistics management and digital marketing.

What are the challenges SMEs face in terms of establishing online business?

We have observed that SME’s face following challenges in setting up their online business:

Technology – Selecting the right technological platform is usually a big challenge as for the layman it is difficult to figure out what features are needed in the website backend and frontend.

Operation – The existing infrastructure of most of the businesses are not compatible for e-commerce operations, this comes as a big challenge for setting up online business for SMEs. In case of brands, the operation setup is compatible for online sales channel where products are distributed to distributors and distributors in turn supply the products to retailers. But an online business model may need a warehouse setup that executes single order to end customer, this kind of setup needs a different process, infrastructure and resources.

Accounting and taxation – Accounting structure for online business may be complex. In India different states have different taxation which is another challenge the businesses may face during setting up an online business. It is very important to understand the taxation and accordingly set up the billing and accounting process.

How do you enable SMEs to set up online business within 24 hours?

We understand the needs of all kind of e-commerce business, accordingly we have developed various modules, designs, layouts and processes. Once the SME come on board, we understand their business structure and accordingly craft right solution in terms of technology and various e-commerce services. Our flexible platform enables us to integrate right modules as per business needs within minutes, hence enabling us to set up a business ready web store for our clients within 24 hours. Our tie-ups with various third party ecommerce’s vendors and our in-house setup of e-commerce services actually enable our clients to set up entire online business right from building the website to setting up e-commerce operations within 24 hours.

Recently, Ecommerce24 has tied up with multiple third party applications, and E-commerce related service providers. How these tie-ups will benefit your company?

There are multiple third party applications and services that enable businesses to grow and manage their online business with ease. For example, we have tied up with “” which is a very advance application for automated shipping process. This application enables businesses to manage and automate shipping of orders from various marketplaces in a single interface. Another application, “Punchtab” enables businesses to run loyalty and reward programme for its customers.

Ecommerce24 identifies and tests such applications and services which can help our clients to grow business and increase their efficiency of operation. We also ensure that Ecommerce24 clients get discounted prices on such application and services.

How big is the online business in India? What is your strategy to survive in this industry?

The size of e-commerce industry in India was $13 billion in 2013 and is expected to reach around $ 50-70 billion by 2020.

Our strategy is to educate, enable and enhance our clients’ businesses. We have a unique approach of understanding the business of our clients and craft the right solution accordingly. Creating an ecosystem for e-commerce business is an important part of our business strategy. With more than 48 million SMBs in India, the need for specific e-commerce solution providers is growing day by day.

What are your growth and expansion plans for the next five years?

Although SAAS platform is one major area since most of the businesses will want to start with an e-commerce-enabled website, we wish to establish in the top 5 SAAS service provider by the end of FY 14-15 and gradually be amongst top three players in the next three years. In the next five years, we wish to establish Ecommerce24 SAAS-based service in various countries like Central America, Middle East, Australia and New Zealand.