Zomato vs. ONDC: Survey-Led Pricing Gap Analysis
Designed a consumer survey, analyzed responses, and validated findings against live platforms to surface a pricing insight
Manan Shah
Private Equity Intelligence Analyst at Gain.pro
From their time as
Associate
Results • 2020 - 2020
Overview
For a college assignment, Manan was tasked with building a pitch deck for Zomato. Rather than relying on secondary data, he designed a primary research process from scratch.
The Story
For a college assignment, Manan was tasked with building a pitch deck for Zomato. Rather than relying on secondary data, he designed a primary research process from scratch.
He built a Google Form survey with questions structured around the Zomato versus ONDC comparison, targeting the factors that would actually affect consumer behavior and platform choice. He collected responses, then went beyond the raw data: he looked for patterns in what people were doing and tried to understand the rationale behind their choices, not just the surface-level preferences.
He also spoke directly with a number of respondents to probe the patterns he was seeing. That combination of survey data and direct conversation surfaced a specific finding: a significant pricing gap between the two platforms. ONDC priced items materially lower than Zomato once platform fees, commissions, and delivery charges were factored in.
He did not stop at the survey. He went onto both platforms himself to verify the pricing gap firsthand. His conclusion was nuanced: ONDC had a clear pricing advantage, but Indian consumers were not primarily price-sensitive when it came to food delivery convenience. Brand trust and platform efficiency mattered more than the price delta.