Eat Truck Love (ETL), a concept by Azimuth Business on Wheels (ABOW), has unveiled its 4th zone in NCR. The announcement marks a step in ETL’s mission to organise India’s Rs 5 lakh crore street food economy into India’s first branded, hygienic outdoor food format.
ETL is designed as an open-air format that seeks to retain the accessibility and character of street food while providing a more structured consumer experience. Each zone is designed with city-specific food brands, purpose-built trucks, kiosks and trailers, and a permanent, festival-like outdoor experience.
ETL zones are currently live at Central 50 (Noida), Alpha 1 Metro Station (Greater Noida), Bennett University (Greater Noida), and now launching District 9 (Sector 33) this August. ((with more zones planned across NCR and beyond.))
The company said its model can be introduced at commercial developments, institutional campuses, transit locations and other high-footfall urban spaces within shorter development timelines than permanent brick-and-mortar food destinations.
“India has never had a clean, organised format for outdoor food that is also genuinely exciting. Food courts tried to do it indoors and lost the soul of the street. ETL is our answer to that gap — infrastructure-first, experience-led, and built to scale across every Indian city that deserves better than a thela and a broken footpath,” said Puneet Anand, Founder & CEO, Azimuth Business on Wheels.
