Hyperpure is a less prominent subsidiary of Zomato but it contributes around 27% to the total revenue of the company. B2B commerce is nothing new in India but Hyperpure stands out among other B2B supply chain platforms due to its innovation and rapid growth. Launched in the year 2019 by Zomato, Hyperpure is a single source for multiple kinds of supplies required by restaurants, cafes, cloud kitchens and other food businesses. Restaurants and other similar establishments can order all their necessary ingredients and other supplies through Hyperpure, with next-day delivery facility. Hyperpure is currently serving the hotels, restaurants and caterers industry, with a customer base of over 40,000. Through Hyperpure, Zomata has strengthened its relationships with partner restaurants, while boosting revenue. Still curious about the nuances of Hyperpure? Dive into its business model, revenue sources and other information.
How Does Hyperpure Work?
Hyperpure acts as a farm-to-fork solution for restaurants, cloud kitchens, cafes and other kinds of food businesses. It means the products are sourced directly from farmers, producers and mills. By eliminating middlemen, Hyperpure shortens the supply chain and reduces the costs. Moreover, direct sourcing ensures that the ingredients are of high quality, which is highly beneficial for the restaurants and the brand reputation of Hyperpure.
Hyperpure offers a wide range of products to cater to diverse needs of restaurants and ensure that it acts as a single source for maximum types of restaurant supplies. These include fresh ingredients like fruits, vegetables, meats, seafood, dairy products, staples, alongside packaged food, frozen products and even non-food items like sustainable packaging. Zomato helps in quality standards by maintaining strict standards and properly screening the suppliers.
Hyperpure is fully integrated with Zomato’s ecosystem. Partner restaurants of Zomato can place orders for ingredients through Hyperpure in a quick, smooth and efficient manner. “Hyperpure Inside” badges on the Zomato app highlight compliant restaurants, which drives consumer preference and cross-selling. Hyperpure also supplied to Blinkit, post the latter’s acquisition by Zomato in 2022. However, Blinkit has now shifted to owned inventory.
Hyperpure has built a customer base of 40,000 in more than 15 cities across India. It leverages its network of more than 20 warehouses and processing plants for next-day delivery.
| Company | Eternal Limited (Formerly Zomato Limited) |
| Establishment Year | 2019 |
| Founder/Owner | Dhruv Sawhney/Deepinder Goyal |
| Headquarters | New Delhi |
| Industry | B2B |
| Net Worth | $22.87 billion (Zomato) |
| Revenue In 2024 | $439 million |
How Does Hyperpure Make Money?
1. Direct Product Sales
Primary revenue driver for Hyperpure is direct product sales of fresh ingredients and supplies. It directly procures goods from the farms and producers and resells the same in bulk to the restaurants at 5-15% profits. Competitive pricing is made possible by direct sourcing.
2. Diversified Offerings
Hyperpure goes beyond basic ingredients and deals in multiple other categories, including ready-to-cook items, semi-processed perishables and packaging materials. This expands the average order value or AOV, which is much higher than that of quick commerce platforms like Blinkit due to bulk purchases. Moreover, diversified offerings expand the reach of Hyperpure.
3. Value-Added Services
Value-Added Services like next-day delivery through Zomato’s network, inventory forecasting tools and waste-reduction analytics also contribute to the revenue. Moreover, these services also indirectly help in generating revenue by improving the possibilities of repeat orders from the clients.
Journey So Far
Hyperpure traces its origins to WOTU, a startup founded in the year 2015 by Dhruv Sawhney for sourcing fresh ingredients for restaurants, cutting out middlemen. WOTU was acquired by Zomato in August 2018 and rebranded as Hyperpure. Initial operations began in Bengaluru with a warehouse measuring 6,000 square feet.
Hyperpure was officially launched as the B2B arm of Zomato in April 2019. It entered Delhi with a 40,000 square feet warehouse serving over 3,000 restaurants in NCR. In the year 2020, Hyperpure expanded to 8 cities, supplying over 4000 types of products to more than 10,000 clients.
By 2021, Hyperpure was operating in 10 cities and had added value services like inventory analytics. Post acquisition of Grofers(rebranded to Blinkit) in the year 2022, Hyperpure started supplying products to Blinkit, peaking at 70% of its revenue. In the year 2023, Hyperpure expanded to Tier-2 cities.
Hyperpure’s annual revenue crossed INR 5,000 crore in the year 2024, accounting for 27% of Zomato’s total revenue.
