Ownly is a zero commission platform that takes no fees from restaurants, and looks to charge consumers an honest delivery fee that covers the cost of getting food to them. In doing so, it enables restaurants to provide everyday low prices to customers without the acrobatics of discount traps or multiple layers of additional charges and fees.

The “Food promise campaign”: A commitment to resetting the status quo

Central to the launch is a creative video commercial that taps into the angst of the common consumer and promises a better food delivery solution. The film is set in a courtroom, and acknowledges the current industry pain points of hidden platform fees, inflated menu prices and misleading discounts.

Through potent use of satire and exaggeration, the film brings the underlying consumer angst to the fore while positioning Ownly as a clear alternative. Through the central structure of the “food promise” articulated in the creative, the brand looks to create a commitment toward trust and transparency for its stakeholders. The commercial is live on Ownly’s YouTube channel.

Commenting on the city-wide launch, Aravind Sanka, Founder – Rapido and Ownly said: “Indian consumer habits are changing rapidly. Food ordering has become an integral part of everyday life across India, not just in metros but in Tier 2 and Tier 3 cities as well. At Ownly, we see a strong opportunity to build a restaurant-first model that supports small and big partners to cater to the evolving needs of their customers. We believe that transparency, honesty and fairness are key drivers of long term growth for the sector and hope that Ownly can enable more people to enjoy the convenience of ordering in.”

Experimentation and learning

By entering this market, Ownly is looking to create healthy competition that benefits consumers and restaurants. As a new service under the Rapido umbrella, Ownly is built on the same principles as its parent brand, focusing on solving large-scale problems in customers’ daily lives, guided by affordability, convenience, and transparency.

The Bengaluru launch follows the pilot across Koramangala, HSR Layout, and BTM Layout, along with research into consumer habits across Indian cities. Over the past year, Ownly has also worked closely with restaurant partners to understand key industry pain points and plans to leverage Rapido’s hyperlocal logistics strengths going forward.

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In her new role, Shailee will lead iconic brands such as Horlicks, Boost, and Horlicks Plus — names that have shaped India’s nutrition market for decades and are now being repositioned for a new generation of health-conscious consumers.

A New Focus for HUL’s Nutrition Business

HUL’s Functional Nutrition Drinks portfolio has been undergoing a steady transformation in recent years. The company has been reframing its offerings from traditional “health drinks” to modern, science-backed functional nutrition brands.

Recent launches such as Horlicks Plus for adult nutrition, Horlicks Pro Fitness as a meal replacement, and millet-based variants have expanded the portfolio’s relevance. HUL is also investing in sugar reduction, positive nutrition goals, and ready-to-drink formats to appeal to evolving consumer preferences.

Shailee’s mix of experience across brand building, sales, e-commerce, and partnerships is expected to strengthen the company’s strategy in this fast-growing category.

15 Years at PepsiCo

Before joining HUL, Shailee had a long and successful stint at PepsiCo India, where she worked across multiple functions and geographies.

Her most recent role was Director – Head of India Growth Office & Franchise Sales (South, West & Rajasthan) for PepsiCo’s beverages division. She was responsible for joint business planning with key bottlers such as Varun Beverages Ltd (VBL) and Pearl Beverages, managing investments, innovation rollouts, and channel strategies. Under her leadership, PepsiCo’s beverage business delivered consistent share gains and double-digit volume growth in the past three years.

Earlier, she led several brand and innovation projects — strengthening 7UP’s position in South India, scaling 7UP Nimbooz across the country, and launching Lay’s Crispz, India’s first pellet-based chip. She also developed consumer engagement campaigns like 7UP Voice of Tamil Nadu with A.R. Rahman and the Lay’s Flight of Flavours initiative.

In her commercial roles, she handled P&L responsibility as Director – Organised Trade Channels, covering E-commerce, Modern Trade, Away-From-Home, and Bulk Water. She helped build PepsiCo’s e-commerce-first portfolio and expanded its presence on Q-commerce and food delivery platforms.

She also conceptualised the Pepsi-IMAGES Foodservice Awards to recognise excellence in foodservice partnerships and was instrumental in signing marquee pouring deals with Domino’s and Burger King.

During the pandemic, Shailee led the #PepsiSaveOurRestaurants campaign with the National Restaurant Association of India (NRAI) and Swiggy, supporting restaurant workers affected by lockdowns. The initiative earned her PepsiCo’s highest global recognition — the Global Chairman’s Award (2020).

Early Career and Education

Shailee began her career with the Tata Group’s Titan Industries, working first with Tanishq as Assistant Manager – Merchandising & Marketing, where she managed product development for the coloured stone jewellery category and led key campaigns such as Mogham and Diamond Up to 20% Off.

She later joined Titan Eye+ as Area Manager – Retail Operations, helping establish the brand’s retail network in Mumbai and managing a team of over 50 sales professionals.

An engineering graduate with an MBA in Marketing from TAPMI, she has also participated in global leadership programs including the Pepsi Foodservice Global Ambassadors Program and ASPIRE – Harvard Business Executive Program.

A Legacy Connection with Unilever

Shailee’s move to HUL is also a personal milestone. She is a second-generation Unilever professional — her father began his career with Unilever and spent over a decade there. “I was born into a Unilever family,” she says, describing the move as a homecoming of sorts.

Balancing Heritage with Innovation

As she takes charge of HUL’s Functional Nutrition portfolio, Shailee’s task will be to modernise legacy brands like Horlicks and Boost while keeping their emotional connection with Indian households intact.

Her diverse experience across brand management, channel development, and consumer insights is expected to help HUL expand its nutrition portfolio and build stronger engagement in a category that sits at the intersection of health, taste, and trust.

From Beverages to Nutrition: A Natural Evolution

For Shailee Chatrath Tyagi, the move from fizzy beverages to functional nutrition represents not just a career transition but an evolution of purpose — from refreshment to nourishment.

With her track record of driving growth, innovation, and purpose-led initiatives, she is expected to play a key role in shaping HUL’s next phase of leadership in India’s fast-changing nutrition landscape.

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The Natfirst analysis identified several discrepancies, including varying net weights, inconsistent barcodes, and poor-quality images. Specifically, 65 products were missing multiple key labelling elements (such as the nutritional table, ingredients, and net weight), 232 products featured illegible images, and 139 products lacked a nutritional table altogether.

In response, the FSSAI has recently reactivated the draft Food Safety and Standards (Labelling and Display) Amendment Regulations, 2022. According to the FSSAI, e-commerce companies are now required to follow specific labelling and display standards for food products. This includes providing a clear image of the principal display panel of pre-packed foods and displaying their FSSAI License or Registration on the platform. Additionally, food products can be sampled at any point in the supply chain.

“The findings underscore an urgent need for retail intelligence solutions that enable real-time adherence to FSSAI’s norms in order to ensure consumer safety and transparency. It also highlights the ongoing challenge of maintaining high-quality food labelling standards with millions of products being sold each month across diverse sales platforms, reinforcing the need for regulatory compliance in both domestic as well as international markets,” emphasized Ravi Putrevu, Founder, Natfirst and TruthIn.

According to EuroMonitor, India is the third-largest packaged food market globally. Additionally, ECDB reports that monthly eCommerce grocery revenue exceeded INR 6,800 crore in July 2024, reflecting a 12.1% increase from June 2024.

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Recent data shows that online vendors have generated 15-16 million jobs, including 3-4 million for women, contributing to greater workforce diversity. This expansion has extended beyond entry-level positions, with a marked increase in marketing, merchandising, and management roles, reflecting the sector’s growing complexity and scope.

Additionally, the industry has made a shift towards outsourcing tasks traditionally managed in-house, particularly in HR and administrative functions, with a significant number of businesses adopting this approach, underscoring the broader impact of e-commerce on employment patterns as the sector continues to drive a wave of employment opportunities in the country.

The growing significance of the logistics industry is closely linked to the expansion of e-commerce hubs; there has been an increasing integration of advanced technologies such as AI, robotics, data analysis, and cybersecurity.

This technological shift has led to rising demand for specialized roles across various sectors, including retail management, cross-border trade, logistics and supply chain coordination, global marketplace operations, digital payment solutions, data analytics, international customer support, export compliance, international marketing, sustainability, and tech-enabled trade facilitation, emphasizing the need for professionals with the skills to optimize these technologies for efficiency and growth.

However, the logistics industry faces considerable challenges due to its largely unorganized structure, with only 10% of the sector comprising formal players and just 4.5% of the workforce being skilled. This lack of formalization poses a significant hurdle to the industry’s potential for job creation, particularly as the demand for skilled labour grows. The widespread shortage of skilled workers further limits the sector’s ability to harness new technologies fully.

Additionally, with only 41% of offline vendors engaging in digital upskilling or creating new employment opportunities, there is a pressing need for initiatives focused on workforce skilling and formalization to support the logistics industry’s ongoing development and technological advancement.

Sharing his insights on bridging the gap, Ramesh Alluri Reddy, CEO, TeamLease Degree Apprenticeship, said, “India is making significant strides in transforming its economy by focusing on emerging sectors and integrating advanced technologies like AI. As part of this transformation, the government established 50 e-commerce export hubs that boost exports to $100 billion and strengthen India’s global trade presence. These hubs are creating a demand for a highly skilled workforce, especially in the logistics sector, due to the rapid expansion of e-commerce. With logistics apprentices growing from 400 in 2018-19 to over 20,000 in 2023-24, and given the expansion of e-commerce hubs and the logistics sector, we project a 50% year-on-year increase in apprentices over the next three years.’’

He added, ‘‘Government programs such as NATS, PMKVVY, and the Skill India Mission are emphasizing hands-on experience through Work Based Learning Programs (WBLPs) and apprenticeships to support this growth. These initiatives will play a crucial role in equipping workers with the necessary skills for complex roles, ensuring India’s competitiveness on the global stage.”

TeamLease Degree Apprenticeship is India’s largest Degree Apprenticeship service provider offered through a partnership with 22 universities pan-India, including TeamLease Skills University (TLSU) and an impanelled third-party Aggregator. The company acts as a critical facilitator between industry, academia, youth, government & industry bodies for the penetration of and improvement of the effectiveness of work-based learning programs, including apprenticeships, across India. The company has hired about 1 million apprentices with more than 1000 employers in the past ten years. Through its Degree Apprenticeship Program, TeamLease focuses on enhancing the employability quotient of the youth of our country and bridging the skill deficit.

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How does Otipy maintain its extensive supply of fresh produce and organic options while connecting with over 20,000 farmers across India?

Otipy is a leading e-commerce platform specializing in fruits and vegetables in the Delhi NCR region. We manage the sale of nearly 100 tons of produce daily, including a wide range of organic fruits and vegetables. Our extensive network connects us with over 20,000 farmers across India, ensuring a diverse and high-quality supply of fresh produce. In the organic category, we offer over 40 varieties of fruits and vegetables, all sourced directly from farmers.

What strategies are you using to attract buyers who are interested in premium, organic produce?

We are focusing on affluent apartment residents in the suburbs of Delhi NCR and Mumbai who seek premium, safe, and organic produce.

How do you ensure the safety, quality, and traceability of your fruits and vegetables?

Our products are farm-fresh and rigorously tested for safety, with certified lab results ensuring their quality at competitive prices. We offer complete transparency by providing end-to-end traceability, from harvest to delivery, so customers can track every step of the process.

Tell us about any new concepts and innovations you may have introduced

While our product’s natural composition limits ingredient innovation, we are actively collaborating with farmers to implement cost-effective, sustainable farming techniques.

How is the market for organic fruits and vegetables expected to evolve in the coming years?

The current e-commerce market for fruits and vegetables is valued at approximately $755 million, accounting for about 26% of the total fresh food e-commerce sector. This figure is projected to rise to $2.36 billion by 2028. Within this market, organic produce currently represents 7-8% of the total, but due to growing food safety concerns and increased purchasing power, this share is expected to nearly double in the coming years.

How will your strategy help increase the market share of organic produce in the fruits and vegetables sector?

Organic produce currently accounts for 7-8% of the total fruits and vegetables market. However, rising food safety concerns and increasing purchasing power are expected to nearly double this share in the near future. Our strategy is straightforward: we will collaborate closely with farmers to cultivate high-quality, safe, and fresh organic produce. Leveraging our consumer insights on demand and quality, we will provide valuable feedback to our suppliers to ensure they meet customer needs while maintaining competitive pricing.

How do you ensure consumer trust in your organic produce, and what measures do you take to validate the authenticity of your products?

Seasonality significantly impacts the demand for fruits and vegetables, while consumer trust plays a crucial role in the demand for organic produce. We are committed to delivering genuinely organic products and offer our customers the opportunity to validate this authenticity by visiting our fields and interacting with our farmers.

We also manage a proprietary app and a dedicated supply chain to seamlessly deliver products directly from farmers to our customers. This transparency and assurance of true organic quality will enhance trust and drive demand for our products.

How does your marketing strategy build trust and address concerns about organic produce?

Our marketing strategy is centered on establishing trust in our organic produce. We focus on building brand communication and strategies that emphasize trust, safety, and affordability to address current concerns in the organic sector

How is the rising interest in organic produce influencing both consumer behavior and farmers’ transition to organic farming?

As incomes rise and awareness of safe eating grows, interest in organic produce has surged. This increased demand is driving higher consumption of organic products and supporting more farmers in transitioning to organic cultivation

Tell us about your future plans.

 We currently operate in Delhi NCR and Mumbai, where we are nearing profitability. Once we achieve proven success in these markets, we plan to expand to other major Indian cities.

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Increased allocation for rural infrastructure: Improved rural infrastructure like roads and cold storage facilities could enhance supply chain efficiency and reduce wastage, potentially increasing demand by 10-15% and generating 1-2 million jobs in construction, logistics, and related sectors. This could include jobs in building roads, operating cold storage facilities, and managing agricultural supply chains. MDs/CEOs of several prominent FMCG firms have already expressed concerns about the slowdown in rural demand

Support for domestic manufacturing: Incentives for local production of raw materials and packaging through initiatives like the Production Linked Incentive (PLI) scheme for the food processing industry can attract investments of Rs. 5,000-10,000 crore and create up to 1 million jobs in manufacturing and allied sectors. For instance, the PLI scheme for food processing has the potential to create 5 lakh jobs in food processing units and related industries

Direct benefit transfers: Schemes like subsidies for LPG (cooking gas) cylinders and Ujjwala Yojana can increase disposable income and drive demand by an estimated 5-7%, leading to indirect job creation in various consumer-driven sectors like agriculture, retail, and manufacturing.

In urban and tier-1 cities, the number of gig workers has been steadily rising wherever e-commerce and hyper-local delivery have grown. Governments must endeavor to have labor laws recognize the gig economy as a legitimate workforce. The developing digital economy and its labor force would suffer if a legislative framework for gig workers is not swiftly established.

Retail:

Simplification of GST for online and offline businesses: A unified and simplified GST regime can create a level playing field and boost compliance, potentially increasing formalization in the retail sector by 15-20%, impacting the sector by Rs. 15,000-20,000 crores.

Relaxation in FDI norms for multi-brand retail: Allowing greater FDI in multi-brand retail could attract Rs. 20,000-30,000 crores in investments and create 1-2 million jobs.

Infrastructure development for e-commerce: Improvement of logistics and delivery infrastructure across India can benefit both e-commerce businesses and consumers, potentially reducing delivery costs by 10-15% and expanding the e-commerce market by Rs. 20,000-25,000 crores within 3 years. This could lead to significant job creation in e-commerce logistics, warehousing, and related sectors.

By 2027, internet penetration is expected to reach 80%. 60% of MSMEs use e-payments, such as online banking and UPI. By 2027, e-payment penetration is expected to reach 70%. But only 6% of MSMEs actively sell through e-commerce platforms. Approximately 4 million digital suppliers may generate approximately 35 million new jobs by FY2027. To promote digital commerce, the government ought to invest heavily in ONDC and digital infrastructure development.

E-commerce:

Focus on digital infrastructure: Development of a robust national digital infrastructure with affordable internet access in rural areas can increase e-commerce penetration and create up to 5 lakh jobs in digital service delivery and rural e-commerce businesses.

Simplified regulatory framework: Streamlining regulations and promoting transparency in e-commerce platforms can boost investor confidence and attract Rs. 5,000-10,000 crores in investments, potentially creating 2-3 lakh jobs across the e-commerce ecosystem.

Skill development for the e-commerce workforce: Training programs for skills like digital marketing, logistics management, and data analytics can improve efficiency and attract a skilled workforce, potentially creating up to 1 lakh jobs in e-commerce specific roles.

Support for MSMEs in e-commerce: Initiatives like providing easier access to financing and training in online marketing can help small businesses leverage e-commerce platforms and create significant job opportunities in e-commerce enabled MSMEs.

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