COMPANY ANALYSIS

MODERN MARKETING
FOODMANDU

Manohar Adhikari – Founder Manohar Adhikari is Founder and Chief Executive officer of
foodmandu.com, the e-commerce venture of restaurant food delivery in Kathmandu since
2011. Foodmandu is the first and only company in Nepal that delivers foods from more than
100 different restaurants in Kathmandu to your doorstep as of now.
Some of its executives are: Manohar Adhikar - Founder at Foodmandu Adarsh Das - Chief
Executive Officer at Foodmandu Nidhi Vyas - Finance Manager at Foodmandu
 PRODUCTS & SERVICES

• Online food delivery

• Restaurant Registration
• Manage Restaurant
 COMPETITORS

• Food-Hunt
• Fishrus 17
• Clay cross Desserts
• The Pizza Guys
 ADVERTISEMENT
 MARKETING STRATEGIES

The company though did not have aggressive marketing Champions in earlier days relied
on the word to mouth feedback and rightly so with the customer retention of almost 80%.
With the advent of technology and social media, it has some smart strategies.
BHOJ

BHOJ (Previously Bhojdeals.com) is Nepal's Largest Mobile App for Foodies. Search for your
favourite restaurants, grab frée deals, get food delivered, read restaurant reviews, browser menus
or earn cash into Bhoj Wallet. BHOJ is your one stop destination for food and restaurants in
Kathmandu. Industries Food and Beverage Mobile Apps Restaurants Headquarters Regions Asia-
Pacific (APAC).
Founded Date Apr 2015, Founders : Niket Agrawal, Operating Status –Active Company Type -
For Profit.
Bhoj is actively using 10 technologies for its website, according to Built With. These include SSL
by Default, Lets Encrypt, and Domain Not Resolving.
 PRODUCTS & SERVICES

Where all do they deliver? They deliver everywhere in Kathmandu, Lalitpur, Bhaktapur, Butwal and Hirahara. If
there is any area which is not easily accessible due to road conditions or some other reason, we call our customers
and inform them. What are their delivery charges? Delivery is Free for all orders more than Rs.1000. Delivery
charge is Rs. 50 for orders up to Rs.1000 and Rs.100 for orders up to Rs.500. If your delivery location is more than
7kms away, there is a flat delivery charge of Rs.250.What are the payment options available to me? If you live in
Nepal, you can pay by cash or any of our digital payment methods including FonePay, eSewa, Khalti, IME pay,
ConnectIPS, credit card or debit card. If you live outside Nepal and want to order food for your friends or family,
you can pay online using your credit debit card. What is the minimum order amount ? There is no minimum order
amount. You can order as little or as much as you want with the Bhoj App:).Do they have their own kitchen? No we
don’t have our own kitchen. We provide on demand food delivery service from our restaurant partners. We have
more than 750 Restaurant Partners in Kathmandu, Lalitpur, Bhaktapur, Butwal and Bhairahwa.
 COMPETITORS

• FOODMANDU
Founder: Manohar Adhikari
• Foodmood
(Co) Founder: Sushil Paudel
• Foodmario
(Co) Founder: Rohit Tiwari
 ADVERTISEMENT
 MARKETING STRATEGIES

Prospect for potential new clients and turn it into increased business: identify and research
on potential clients, approach potential clients, obtain and update client visit details,
understand client requirements, demonstrate the products' features, increase business
opportunities through various routes to market.
Develop business opportunities on international market (using on-line tools);Account
Management: identify existing client's ongoing requirements and sell add-on products; give
detailed information on technical specifications and the ways in which they could meet a
customer's needs: Perfect Your Website, Focus on Local SEO, Gain Followers on Social
Media, Use Influencer Marketing, Implement Email Marketing, Take Advantage of Online
Reviews, Network With Other Local Businesses, Keep Online Engagement Hiah
INDRIVER

International ride-hailing service inDriver has launched in Kathmandu, Nepal. In the

growingly crowded ride-sharing services, it will come with a unique pricing feature. Unlike
others, inDriver allows the Real-Time Deals (RTD) model and allows passengers to offer
their price for the router. The inDriver service was already in operation but it was only
announced officially on May 25th 2022. At first, the service was available for rides inside
the Kathmandu valley only. But now it also offers inter-city trips with more expansion on
the cards. Besides, with the ability to fix the prices down to the passengers and the driver,
this also become one of the cheapest ride-sharing services in Nepal.
CEO & Founder - Arsen Tomsky
  PRODUCTS AND SERVICES

InDriver connects drivers and passengers, allowing them to agree on all conditions of each journey
individually. Passengers can offer their price for a certain route and receive counter-offers from
nearby drivers. Drivers, on the other hand can use the app’s Real Time Deals model to have complete
autonomy over which ride requests they accept. It even allows them to set their own fees.
The newly launched app offers a unique service by allowing the passengers and the drivers to
negotiate the fare of the ride independently.
InDriver will not charge drivers a commission fee for at least the first six months of operation in
Nepal, which means they will receive the full fare of every ride.
In Nepal, inDriver has already signed up over 4,000 driver. By allowing the driver and the passenger
to directly negotiate fares, InDriver’s RTD model returns power to the people.
 COMPETITORS

• PATHAO
Founder : Hussain Mohammed Elius
• SARATHI
Founder : Gautam khatri
• TOOTLE
Founder : Sixit Bhatta
 ADVERTISEMENT

In the earlier months of 2021, you might have seen frequent social media and in-app ads by
InDriver. I certainly remember seeing mini ads in between youtube videos and in Instagram
stories. Although the language used in those ads looked like it was translated using a third-
party translation app, the ads were clear with the messages. The ads helped in user
awareness and in addition to that, their communication regarding InDriver’s biggest USP
(Unique Selling Point) – price bid made users hooked to the app.
 MARKETING STRATEGIES

AGGRESSIVE MARKETING-The team did their homework and understood that in order to tap the market
in Nepal, you should have happy drivers. This gave a sense of trust and appreciation to the drivers. And
happy drivers pulled new customers. So, inDriver followed two of the most popular marketing methods in
Nepal: Social Media Marketing and Word-of-Mouth.
FREEDOM ABOVE EVERYTHING-This fact holds true for both, the users and the drivers. Similarly, in a
price sensitive market like Nepal, the freedom to quote price is itself a jaw-dropper. Almost all of the other
ride-hailing service providers give you an estimated fixed price.
However, inDriver provides this FREEDOM to its users. In this platform,
you can add your own pricing (keep in mind, the app doesn’t allow you go
below a certain price). Likewise, the drivers have the freedom to either accept your proposed price or make
some additions on their own. The drivers that were unsatisfied with Pathao and Tootle’s pricing policy
moved to this platform. And, its temporary “no-commission” policy became a cherry on top.
PATHAO

Pathao is the biggest and most popular ride-hailing service provider in Kathmandu, it is
among the fastest-growing tech startups in Asia, dedicated to develop optimal solutions for
daily transportation problems of the public.
 PRODUCTS AND SERVICES

Pathao offers mobility solutions by providing economical ride-sharing along with a wide
range of vehicles across bikes and cars. We also serve consumers with fast food deliveries
ensuring a happy meal experience.
 COMPETITORS

• INDRIVER
Founder - Arsen Tomsky
TOOTLE
Founder : Sixit Bhatta
• SARATHI
Founder : Gautam khatri
 ADVERTISEMENTS
 MARKETING STRATEGIES

Pathao entered the Nepali market at a time when young people were increasingly looking for part-
time jobs. The company capitalized on this idea and extensively marketed its employment
opportunities too. They provided ease-of-use as well as attractive bonuses to employers. This led to
riders shifting from other apps to Pathao. Its marketing strategy wasn’t just targeted on consumers, it
was targeted on service-providers too. This helped them boost forward with more riders and a greater
share of the market. Although Pathao found unique ways to traditional advertising, the defining
character of Pathao’s marketing strategy was digital marketing. It was actually among the first apps in
Nepal to actively use Facebook and Instagram advertising to their benefit. Pathao absolutely exploited
this and grew their customer base exponentially. Pathao would meld their offers with their digital ads,
they would show customers their attractive offers and lure them. Not just customers, Pathao puts
together interesting bonuses for its riders too. This led to riders preferring Pathao over other apps
gradually shifting the market share towards them.
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