Ola launches food delivery feature 'Ola Cafe'

Competitor Uber launched food delivery feature 'Uber Fresh' in the US last year

Following the foot steps of rival Uber in the US, home-grown mobile application-based taxi and auto rickshaw aggregator Ola (earlier Ola Cabs) has launched a food delivery feature called 'Ola Cafe' on its app. The feature, which is currently available only in some parts of Mumbai, Delhi, Bengaluru and Hyderabad, enables food delivery to users in just 20 minutes, the company said on its website.

"Ola Cafe will bring the best of food, handpicked especially for you from top rated restaurants nearby. What's new? All of that in less than 20 minutes!," Ola said.

Uber, which is Ola's closest competitor in India, offers food delivery feature in some parts of the US and a few other countries. Launched in August 2014, the service is called Uber Fresh. The company does not have this services available in India as of now.

While Uber had started offering only lunch delivery at the time of launch, Ola Cafe can be accessed by users between 12 noon and 3 pm for lunch, 3 pm to 7 pm for snacks and 7 pm to 10 pm for dinner.

The services can currently be used only in specific areas in the four cities where it has been launched. These areas have been specified on the company's website.

According to Ola's website, users need to update their existing app to avail the feature, following which a 'cafe' tab will be visible on the app-screen. Users can select from the choice of meal offered on the app and place the order.

The app will pick up the location of the user and the delivery will be made accordingly. "We currently deliver to your (user's) current location by default (as picked up by the app automatically). You can call the delivery boy and give him your exact address," the company's website said.

Ola has also set up a helpline number and an email id for providing support for the food delivery service.

Food delivery services category, which was almost negligible in size in India until a few months ago, is fast catching up. Delhi-based online food guide Zomato is understood to be entering the segment soon. Additionally, the segment has seen some merger and acquisition (M&A) activity, with Foodpanda acquiring TastyKhana and Just Eat India.