which is regarded as the hub of call centres working 24x7, Saurabh Luthra, 27, who holds a degree in hospitality from the Institute of Hotel Management, Bangalore, and another in marketing from Management Development Institute, Gurgaon, founded Midnight Sutra, an online food delivery service. Luthra already had a kitchen by the name of Live More in the ‘Millennium City’, but it was operational only during the day. However, looking at the increasing number of people working late into the nights, Luthra decided to tread the path less taken.
Since the time of its inception just four months ago, the firm has seen a 100% month-on-month increase in the number of orders post-midnight. “We have seen a huge demand from MBA and hotel management students as well as offices that are open 24x7,” Luthra says. Midnight Sutra delivers food to most places in Gurgaon. It is now planning to expand its services to south Delhi by opening another kitchen in the bordering areas of Gurgaon. It takes orders between 8 pm and 5 am.
About 30-40% of the start-up’s orders come from corporate offices. And, they are happy about it. “Getting a corporate order is the best deal as there is no chance of fraud or payment rejection by a customer,” says Luthra. His minimum order policy varies from R250 to R500, depending on the location of the customer.
Most of these start-ups delivering food at night have a “no-doorbell policy” so that they do not end up disturbing neighbours or other members of the customer’s household.
For Raghav Negi, marketing head of Gurgaon-based Batman Delivers, the idea struck in December 2012 when the Delhi gangrape incident brought to focus the vulnerability of residents at night. “As the city becomes unsafe after dark, it is very difficult for young professionals and students to get quality food. I took this as an opportunity and decided to launch Batman Delivers,” says Negi.
Batman Delivers, which started its operations on April 15 this year, takes orders between 9 pm and 5 am. It delivers across various categories, including food, beverages, essentials, desserts, over-the-counter drugs, contraceptives, etc. It also offers