Shiprocket’s AI-native commerce platform, fastrr, has entered the food commerce segment through partnerships with Vegorama Group, which operates Punjabi Angithi and Bikkgane Biryani.

The partnerships come as restaurant brands explore ways to drive orders through their own digital channels rather than relying solely on third-party food aggregators. Direct channels can also give restaurants greater access to customer data and more opportunities to engage with diners after a purchase.

Under the partnerships, the brands will use fastrr’s tools for customer identification, order management and marketing. Fastrr Identity and fastrr Signals will help identify high-intent and returning customers and flag potential return-to-origin (RTO) and cash-on-delivery (COD) risks before an order is placed, the company said in a statement.

Fastrr Ads will support performance campaigns measured against delivered orders, while its WhatsApp tools will be used to follow up on abandoned orders and send offers and reorder reminders, it added.

Shiprocket Quick’s multi-partner rider network will handle hyperlocal deliveries from individual outlets, with live tracking for orders placed through the brands’ direct channels. The partnership also covers influencer-led campaigns for Vegorama Group and packaging and design support for both brands.

The companies also plan to explore selling direct-to-consumer food products through their websites and quick-commerce platforms.

“The next phase of growth in food commerce lies in building lasting customer relationships that translate into repeat business for them. For restaurants, every order is an opportunity to build familiarity, understand what customers value and give them a reason to return. We believe brands should have the ability to build that relationship directly, rather than have it mediated entirely by third-party platforms,” said Gaurav Mangla, CEO, Ads and Checkout, Shiprocket.

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