Dial for convenience trend picking up in Jammu
By Citizen Journalist Iana Chaudhary
Advertising professional Manit Khurana pulls the graveyard shift often, which affects his sleep cycle along with his diet. But, with the mushrooming of many all-night delivery set-ups in the capital, he now has an option of thinking beyond chips and instant noodles.
From food and cold drinks to condoms and cigarettes, these delivery outlets offer it all, making it a win-win situation for late-night sleepers.
“Times have changed. People previously used to sleep by 10-11 p.m. Not anymore. These days, they are either working through the night or are awake watching movies, TV shows or partying. Since they are up at odd hours, they often need things from shops much after they close – like midnight snacks, beverages, party items, medical essentials and more,” Raghav Negi, marketing head, Batman Delivers
Launched in April 2013, Gurgaon-based Batman Delivers is one of the many such late-night delivering systems which operate across the country. Others include Mumbai-based express delivery service Fly By Knight and Bangalore-based Late Night.
“Such services are a blessing. Earlier, I either used to sleep having a cup of noodles or make unnecessary plans with friends so that I can eat something substantial. Now, no more. The days I get late at work, I no longer need to worry about a good meal being delivered at my door step,” 28-year-old Khurana said.
Shalin Mishra, founder of Late Night, shared that their customers have the option of selecting between vegetarian and non-vegetarian food.
“Our menu includes a range of appetizers, Indian breads, a variety of rice and noodles, paneer/chicken/egg gravies, soft drinks, chocolates, pastries and smokes. We also deliver birthday/anniversary cakes at midnight on pre-booking,” Mishra told, adding that the service also delivers condoms, sanitary napkins and other essentials.
With their target group and clientele ranging from anyone from16 to 60 years old, the combo meals offered by these express delivery services range between Rs.299 and Rs.500.
“Over the last year we have been experimenting a lot with our product offerings to understand the market sentiment. Like any growing business, we faced a lot of challenges on all possible fronts, be it operations, logistics or product quality,” Neha Jain, founder and director at Fly By Knight.
“After a lot of feedback and testing, we will be launching a new product offering keeping in mind quality, taste, convenience and overall customer experience,” she said.
Moving beyond routine offerings, Negi of Batman Delivers said they keep innovating to deliver better value and service to customers.
“Keeping the same thought we have launched services like plumber, electrician and driver at night,” Negi added. They operate between 7 p.m.and 5 a.m.
So, what keeps the business going successfully?
“Unprecedented change in lifestyles, demanding and busy schedules and willingness to shed extra bucks for customised services are a major reason for the success of late night delivery services in India,” Mishra explained.
Agreed Jain, who said that the key was “convenience”.
“The demand for after-hours service has risen due to changing lifestyles, professions, constant need to be connected. Moreover, the ambiguity of the laws for extending services at night is extremely discouraging for businesses to take the segment seriously even if they see demand,” she told
“Most start-ups and businesses are experimenting with newer formats to bring in a new wave of entrepreneurs who are ready to take up the challenge of solving this problem,” Jain added.
Jammu also picking up the pace with this trend of escorting business to your door steps like the rest of the country. Today, you don’t have the mood to cook that lofty dinner after a tiring day at work, no worries, that humble restaurant round the corner would deliver the exotic cooked food for a special treat today. And not just the milk and pizza, many more articles can be ordered right at the door steps. From medicines to daily groceries, many local entrepreneurs are taking extra efforts in providing services like home delivery, pre-ordering and monthly ration delivery to compete against the national and international chains budding in the state. So, got to have a party at home with almost no time to spare to go for grocery shopping, just dial in!