Foodeterian: Helping Restaurants Go Digital In Tier-2 Cities Of India

Mr. Chandra Shekhar Satti,

Hello there, today in our Startup Interview series, We are publishing an interview with Mr. Chandra Shekhar Satti, Director, Foodeterian.

At a glance

  • Startup: Foodeterian
  • Sector: Food & Beverages
  • Launch Date: 27th January 2018
  • Location: Bhubaneswar
  • Funding: Bootstrapped


Could you briefly tell us about the Founders?

Our founding team has 5 members. All members of our team are highly educated and have worked in the corporate world prior to coming together to form Foodeterian.

Amit Kumar is our CEO and he takes care of all our business development. He’s an expert in marketing and worked previously at many respectable organizations at management level.

Pritish Patnaik is another marvel in our team, he looks after all our administrative tasks. His strong command on managing resources makes him an ideal person to handle the administration of Foodeterian.

Shikha Gautam leads the creative part of Foodeterian. She’s very skilled in creating eye-catching and fresh content when it comes to the creation of content. She’s an important part of our team and her work helps us to make things reach our audience.

Bhanu Ranjan takes care of all our fleet and delivery operations. He ensures that our operations start at the day properly and we deliver the order within time.

Me (Chandra Shekhar Satti), My role is to lead the strategy part. I’m mostly responsible for Data Analysis and proposing the next decisions to be made to ensure we reach our planned target and not miss any opportunity that arises.

Our team has a perfect blend of every component required to make Foodeterian a great success and we have successfully managed to become the fastest growing food delivery brand in Bhubaneswar.

How did you come up with the idea? 

Food delivery market in India is a multi-billion dollar market. It is a tested model. Though many companies are working in this segment the market in tier-2 cities is still not harnessed. Upcoming smart cities like Bhubaneswar has a huge potential but there was no reliable solution for this kind of service. Restaurants haven’t yet utilized the digital solutions because they didn’t have a reliable efficient partner like Foodeterian before. Their problem is what made us form Foodeterian.

Brief about your startup

For end users, Foodeterian is an app-based food delivery service that allows the users to see the menu of restaurants around them and place the order. Foodeterian is a restaurant aggregator, like Swiggy, we tie-up with restaurants to cater the users placing the order through Foodeterian app. We are one of our kind in Bhubaneswar and restaurants have many benefits to join us. It increases their reach on digital devices and in-turn they have access to a larger audience in the most efficient way.

Who is your Targeted audience?

Our targeted audience majorly includes the working professionals and students pursuing higher studies who do not have enough time to cook for themselves. Recently, we are getting orders for parties as well so we are shifting our approach towards that area as well.

Type of strategies do you think is valuable to take the company to next level?

I personally believe that a bootstrapped startup with limitations on spending must not blindly follow strategies mentioned in Books or followed by other startups. What works in New York might not work in New Delhi. We must keep our strategy as liquid as possible to ensure the highest possible use of money.

Few things that are required to keep in mind and are common among all good strategies are: Know your customers, Keep your team motivated, Use your skills at best and also know the restrictions.

Tell us about your amazing team members?

I’d start it this way, that entrepreneurship looks like a sweet apple from distance but the journey from idea to startup really takes more effort than one could possibly think. Not just our team but whenever I see an entrepreneur successfully launching their startup, no matter if they are a competitor or not, I feel great respect for them.  Each team member of our team is truly amazing.

What is the big picture of your company? 

We have certain big plans coming out of our bag very soon. We are about to upscale our operations and that would ensure we cover the entire Bhubaneswar under our network. We will be hiring many positions for this. We have many great plans for Bhubaneswar and other tier-2 cities and these cities will witness a much-required change in the current food ordering system.

What is your best motivation line that inspires you?

The line that inspires me most is: “Where there is a problem, there is an opportunity.”

What were the key Learnings from your journey?

Entrepreneurship is a continuous journey of learning new things. We rise, we fall and we rise again. That’s how it goes. Never stop learning anything that could make things simpler for you or your team.

Could you share details about the source of funding & client acquisition model?

We are not funded at present. Our client acquisition model is mostly the use of marketing, in which our team is perfect. We use free and paid channels to promote our business in a carefully selected audience.

App link:

Any other information that you’d like to share?

Despite being the fastest growing economy in the world, a major part of our population doesn’t have access to food all three times. Almost every one of us has seen hungry, underfed people in our lives. I would request all readers, please give it a thought if you will be wasting food next time, whether at home or ceremonies or restaurants. Food is not just a mean to enjoy but a basic requirement of life. Also, if you are in Bhubaneswar, please download our app and place your next order through us.

We wish, “All the best to the Team Foodeterian for its future endeavors”

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