Tiger Global-Backed UrbanPiper Acquires Ordermark’s US Business

SaaS startup for restaurant and food businesses UrbanPiper has acquired Ordermark’s US business for an undisclosed amount. According to the startup, the deal will help it enter the competitive US market. 

UrbanPiper claims that Ordermark’s expertise will enhance UrbanPiper’s capabilities and accelerate its growth, particularly in the United States and Canada.

Founded in 2016 by Saurabh Gupta, Anirban Majumdar, and Manav Gupta, UrbanPiper helps businesses optimise their in-store and online commerce operations. While, Ordermark is an online restaurant delivery order aggregation platform that claims to be conducting more than 30 Mn transactions annually, amounting to more than $1 Bn in gross annual value.

Commenting on the acquisition, UrbanPiper’s cofounder and CEO Saurabh Gupta said, “This acquisition allows us to offer new capabilities and extensive point of sale (POS) integrations to our customers, while also expanding our reach into the US market.”

He further added that the startup is hopeful that its innovative solutions will resonate with American restaurants and food businesses, enabling them to thrive in the digital age.

With offices in Bengaluru, Dubai, Riyadh, and London, UrbanPiper claims to be supporting over 35,000 restaurants globally, and processes more than 300 Mn orders per year. Its services include workflow automation, integration with multiple online delivery platforms, analytics and dashboards, and marketing automation capabilities.

The startup enables businesses to deliver food faster across online delivery platforms such as Swiggy, Zomato, Talabat, Deliveroo, UberEats, and many more. 

As a part of this acquisition, Ordermark CTO Arpan Desai and its product and engineering team will join UrbanPiper’s team. The startup expects that its expertise and contributions will play a vital role in launching and scaling the business further across the US.

UrbanPiper has so far raised close to $32 Mn in funding from the likes of Peak XV (previously Sequoia Capital), Tiger Global, Swiggy and Zomato. Just last year, it had closed its Series B round with $24 Mn funding infusion. 

The Indian foodtech ecosystem has been witnessing many changes, especially since the emergence of ONDC. 

Besides food delivery startups, startups offering SaaS and other enterprise tech solutions to food businesses have been launched in the past couple of years. While some are more focussed on payment-related services, the market also has players such as Posist and the likes who offer restaurant management services. 

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