The food-tech industry is undergoing a seismic shift as consumers demand more convenient and innovative ways to access and prepare their meals. At the forefront of this transformation are food tech startups, leveraging the latest technologies to revolutionize the industry from farm to fork. Despite their groundbreaking efforts, these startups face a litany of challenges that threaten to dampen their growth and stifle their potential. One such startup is Recipto, an app that offers unmatched convenience by connecting customers to the nearest delivery partner who can purchase and deliver items from any store or restaurant in the city.

“At the heart of our mission is the vision to empower offline and general stores, allowing them to compete and flourish in the ever-evolving digital economy. We recognize the challenges these small-scale retailers face in competing against the vast resources and reach of large online and offline companies”, speaks Sriram Reddy Ravuri Founder & CEO of Recipto. The firm believes that small scale retailers play a crucial role in communities, offering personalized service and human touch that can't be found in faceless corporations. “Our competitive pricing, user friendly interface, responsive store, and customer service as key differentiators sets us apart from rivals. Our focus on addressing real time issues that store owners encounter

and offering maximum cashback to customers who shop at these stores allows us to create a platform that benefits all parties”, says Sriram.

Recipto is determined to empower offline stores to thrive in the digital age through a strong network of partner stores and offers unique incentives for both stores and customers. By leveraging the power of social media and providing exceptional customer service, Recipto has created a hyper-local delivery and loyalty platform that is both playful and practical. The firm had the foresight to recognize the potential of its cutting-edge feature, Chat Orders which is revolutionizing the shopping experience by allowing customers to easily place orders without navigating an overwhelming selection of products. “We have even overcome the language barrier by processing orders in regional languages. Our recommender systems ensure that customers receive personalized product recommendations, saving them valuable time and making their shopping experience easier”, shares Sriram.

Recipto has faced numerous challenges along its journey, including limited resources, competition, market uncertainty, and hiring and retention issues.

However, the company has implemented several strategies to overcome these challenges, including focusing on building a strong value proposition, leveraging technology, creating strategic partnerships, embracing agility and adaptability, building a strong team culture, and securing funding. Initially, employee retention was a major challenge, but they addressed it by providing attractive perks and establishing a friendlier work environment, resulting in 0% attrition since April 2022. Though the company started with a team from Bangladesh, due to budget constraints, it set up a team in Hyderabad, and each employee is handpicked based on their talent, irrespective of their cultural background The core team includes Sriram R, responsible for product architecture and business development, and an advisory team led by Dr. Prakash K and Dr. Ramalingswamy C, who provide guidance to solidify the company's presence in the market.

Recipto's ambitious future goal is to reach millions of customers through their network of store vendors. Recipto aims to level the playing field in the retail industry by empowering offline stores to compete with industry giants. Their goal is to provide top-notch services that rival their competitors, and they have already onboarded several stores with positive customer feedback. Recipto remains committed to revolutionizing the retail industry and making a meaningful impact on the lives of store owners and their customers.