Zomato Hyperpure, Instant and Street Vendors: What Zomato Is Building Beyond Delivery

The size of the market

StartupTalky's piece on Swiggy and Zomato reads less like a guide for people ordering dinner and more like a catalogue of what each company has built on top of delivery. Several of those projects have a direct bearing on how restaurant partners run their business.

Hyperpure: ingredients from the company that also sends your orders

Hyperpure is Zomato's business-to-business supply arm. StartupTalky reports that it offers restaurants more than 1,200 ingredients and kitchen items, sourced from producers, processors, mills and farmers that Zomato has vetted, and delivered to the restaurant's door.

Zomato only signs up suppliers that want a long-term relationship, so Hyperpure behaves more like a selected purchasing channel than an open marketplace. For a kitchen that keeps running into inconsistent or unreliable ingredients, it is another supply option to compare, bearing in mind that it comes from the same business already handling your delivery orders.

Zomato Instant: delivery in 10 minutes

Zomato Instant is the company's own 10-minute delivery service. It relies on an algorithm that forecasts demand and on "finishing stations" set up close to busy areas. Zomato says customers sort restaurants by delivery time more than by any other filter in its app, and that this is why it built the service.

Zomato has also made riders the same promise Swiggy makes for Bolt. Riders are not told what delivery time the customer was promised, and they face no penalty if an Instant order runs late.

Intercity Legends: regional dishes flown to another state

Intercity Legends lets a customer in one state order a well-known dish from another, such as biryani from Hyderabad or rasgullas from Kolkata, and receive it the next day. The food is packed for the journey and sent by air. When StartupTalky reported on it, the service was still a pilot, limited to a chosen group of customers in Gurgaon and some parts of South Delhi.

It is only a pilot so far, but it shows Zomato is willing to build separate logistics for a handful of famous regional names instead of handling every restaurant in the same way.

965 street vendors through a government scheme

Zomato teamed up with the Government of India's PM SVANidhi scheme, which gives street vendors working-capital loans and encourages digital payments, to bring street food sellers onto its app. By the time of the report, roughly 965 vendors had joined, in Vadodara, Bhopal, Nagpur, Jabalpur, Ludhiana and other cities.

That widens the pool of sellers who can reach customers through an aggregator, beyond the usual base of restaurants and cloud kitchens.

Nugget and the 600 support jobs

Nugget is Zomato's AI tool for customer support. StartupTalky reports that the company let 600 customer support employees go as it handed query handling over to the system, and that Zomato described the move as part of a wider shift towards automation.

What this means for your restaurant

• If getting consistent ingredients is a recurring problem, Hyperpure is one more supplier to compare, with the note that it belongs to the platform that also carries your orders.
• Speed is what customers filter on most, by Zomato's own account, so keep your preparation and hand-over times as tight as you can.
• If you are known for a regional speciality, keep an eye on Intercity Legends; when StartupTalky covered it, the pilot was running only in Gurgaon and some of South Delhi.
• Street vendors now sell on the same app as restaurants and cloud kitchens: by the time of the report, the PM SVANidhi tie-up had brought about 965 of them onto Zomato.

Sources

1. Swiggy Vs Zomato – Which is Better? The Ultimate Showdown (2025) — StartupTalky

This article summarises the reporting and guides listed above; the figures belong to those sources and are attributed in the text. Check anything that affects your business against your own platform agreements, payout statements and advisers.