India’s food delivery market is massive—worth over ₹43,000 crore—and until recently, it’s been dominated by just two names. But a new player from Tamil Nadu, Zaaroz, is showing how thinking differently can open doors in even the toughest markets.

In a recent chat, Jayasimhan Vijayaraghavan, CIO of Zaaroz, shared how the company is winning trust by keeping things simple: transparent pricing, strong local partnerships, and smart use of technology.

Why It’s Working

Instead of charging restaurants high commissions (15–30% on every order), Zaaroz runs on a fixed subscription plan. That means restaurants know exactly what they’ll pay each month, while customers see the same price on the app as they would in the restaurant—no hidden fees or inflated totals.

This clarity has quickly earned the backing of Tamil Nadu’s hotel association, which is helping Zaaroz onboard thousands of eateries across the state. The focus is on tier-2 and tier-3 cities—where demand is growing fast, but big players haven’t fully captured the market.

Tech With Purpose

Zaaroz isn’t just about fair pricing. The company is putting AI to work in catalog management and is planning tools for route optimization and analytics to make deliveries smoother. Challenges like integrating different point-of-sale systems remain, but the investment is seen as essential for scale.

What Leaders Can Learn

Zaaroz’s rise offers some useful reminders:

• Transparency earns loyalty—clear pricing builds trust with both customers and partners.
• Partnerships drive scale—local associations can accelerate adoption.
• Small cities, big opportunities—growth doesn’t just come from metros.
• AI doesn’t have to be fancy—even simple, targeted use cases can boost efficiency.

What’s Next

Zaaroz now plans to cover all of Tamil Nadu before expanding to other southern states, working closely with restaurant associations to replicate its model.

For business leaders, this story isn’t just about food delivery. It’s about how listening to stakeholders, innovating on pricing models, and leveraging technology thoughtfully can help create space for challengers—even in markets dominated by giants.