Experiential Learning Programme

Project Description ELP 85

Company Details
1. Name of the Organization: (Please mention company website also)
Zomato Internet Pvt Ltd (www.zomato.com, www.hyperpure.com)

2. Brief Background of the organization: (This question is applicable to startup

organization only. Please ignore if you are not a startup organization)
Promoters:
Team size: 5000+
No of Years into existence: 11
Is the venture funded? : Yes
If yes, then at what stage: Seed/Angel/VC funding (Series A/B/C):

3. Industry Sector: (Please specify)

Food tech

Project Details
4. Project Type: (What is the primary focus of the project you are proposing?)
ELP 2019-20

5. Project Description: (Describe your project. What is the issue or opportunity you would like
the MBA student team to examine? More detailed the description, the better the students will be
able to understand the problem)

Hyperpure - Zomato, is a B2B platform for supplying food ingredients and packaging solutions to
merchants (HORECA clients). The business operates out of stores with product specific storage
areas (Cold Rooms and Ambient Area) and delivers to merchants on a daily basis. We are
currently operational in Bangalore and Delhi/NCR. Hyperpure is expanding rapidly and plans to
operate out of 20 stores in 18 cities by 2020. To aid this, a decision model is to be created to
answer the following questions:

1. Expansion Plan: The best warehousing model to fulfill a city’s demand based on demand
distribution, operational cost and logistics efficiency.
The following are indicative examples of warehouse models:
• One or more large warehouses servicing different areas
• Hub and spoke model with one large warehouse and several distribution centers
• A combination of the above models.

2. Delivery Model: Hyperpure has a wide array of products that are supplied on a daily
basis to merchants. These products can be broadly divided into cold storage deliveries,
which need refrigeration and ambient temperature deliveries. Based on the operational
cost, demand distribution and delivery schedules, should a two-vehicle model
(refrigerated & ambient vehicles) be adopted vs an ambient temperature vehicle model
with ice boxes.

6. Project Objective:
Assumptions to be (Why is this issue important at this time?)
considered:

1. The demand is equivalent to consumption quantity of all restaurants serviceable by

To fully utilise the first mover’s advantage that Hyperpure currently enjoys, it is important to
the warehouses
capture2.theThemarket at a rapid
delivery cost ispace. To achieve
calculated this,
on the stores(kg)
quantity needofto be optimally
products located
dispatched to the
from
service the abundant
warehousedemand and last mile delivery must be efficient (w.r.t cost and
3. Deliveries
operational metrics). are done in time slots chosen by merchants.

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7. Project Deliverables: (What form of output do you expect from the team upon project
completion? The more specific you can be, the better the students will be able to assess their
interest and fit.)
(Examples of project deliverables: marketing plan, financial impact assessment, situation analysis,
competitive landscape assessment, optimized business model, etc.)

Students are expected to provide an Optimised Decision Model that can suggest the best
warehousing and delivery model for any city basis a list of attributes and criteria. As well as the
best delivery model basis the demand distribution of restaurants and products.

8. Project Impact: (Please specify how this engagement aims to impact your organization i.e.
the outcomes which would make this project a success.)

The deliverables will play an important role in defining the expansion route and last-mile
delivery model for the company. The model should be dynamic and able to handle varied
scenarios for different cities.

Engagement Details
9. Team Composition: (Each team consists of 3-4 students. Please specify any special
requirements in the project team, with regards to prior industry knowledge and/or functional
expertise necessary for students on the project. Please also mention whether these requirements
are required or preferred)

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10. Confidentiality: Are students required to sign a non-disclosure agreement? (Note: We will
request an approval of a copy of the NDA in advance of approving the project.)
Yes

11. On-site work requirements: (The programme allow student teams to visit the field/ client
site – please specify tentative number of days student team might be on-site for site visits/office
visits or market research.)
6-10 days

12. Location of On-site Work: (please select one or more of the following)
Client’s Office
Plant or Factory Visit

13. Please specify the location – City(s)/State:

Gurgaon

14. Organizational Resources that will be provided: (To facilitate smooth completion of
the engagement, the student team will require assistance from your organization, especially
during site visits – this may include contacts, personnel, facilities and data)

We will have 2-3 key folks available to provide any clarifications needed.

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