B2B e-comm co Udaan backs PetPooja, Technology News, ETtech

B2B e-comm co Udaan backs PetPooja Udaan, the online business-to-business (B2B) commerce platform valued at $2.8 billion, has made its first startup investment in Ahmedabad-based restaurant billing platform PetPooja, according to regulatory documents sourced by TOI.

Udaan’s investment in the two-year-old startup indicates its aspiration to build a larger fresh foods and vegetables supply business to small and medium enterprises, or restaurants in this case. This further intensifies Udaan’s competition with Walmart and Tiger Global-backed Ninjacart and online wholesale marketplace Jumbotail as it has been building the ‘Fresh’ vertical for the foods and vegetables supply business. “More than the capital investment, PetPooja’s data will help Udaan to understand the fresh supplies business better. They (Udaan) have been looking to scale up that line of business,” a source aware of the goings-on said. PetPooja has over 12,000 restaurants on its platform, another person aware of the matter added.

The Bengaluru-based B2B unicorn’s Singapore-based arm Trustroot Payments invested around $2 million in PetPooja, started by Parthiv Patel. The investment was made in December, the documents showed. This investment will help China’s Tencent-backed Udaan to get a closer look at the data on what restaurant order cycles look like and build its Fresh business accordingly.

Both Udaan and PetPooja confirmed the development to TOI.

“PetPooja team has done a great job of empowering restaurant owners across India. As strong believers in the power of our country’s unique B2B ecosystem, we’re happy and proud to support them in their journey,” said Udaan co-founder Amod Malviya.

Patel said he will use Udaan’s investment to scale up operations. “Our mission is to digitise restaurants by building technology to streamline their operations to scale and make them more productive,” he added.

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