The popular Thrive consumer application is shutting down operations. Cofounder Dhruv Devan made the announcement on LinkedIn on Friday, 13th December.
The service which was live in Mumbai, created a lot of buzz in a short time.
Cofounder Dhruv Devan Announces the Decision to Shut Down the Business
Cofounder Dhruv Dewan announced that they are now in the process of transitioning Thrive ONDC, Thrive Direct, and the Thrive Marketing Suite to a suitable industry partner. Taking to LinkedIn he said: “Our immediate priority is to help our talented team find new opportunities. They’ve been the heart and soul of Thrive, building a product that launched industry-first innovations in delivery and social-led restaurant & food discovery.”
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Highlighting the stellar achievements of their initiative the top executive wrote: “In a short time, they built a brand and business that competed with industry benchmarks, all at a fraction of the cost compared to the incumbents.”
The Reasons Behind This Abrupt End
Explaining the difficult decision to end operations, the cofounder’s statement read: “A bit more context for our decision: Over the years, we’ve fought hard to create a more equitable approach to food delivery and discovery—lower commissions, fairer pricing, social-led discovery, and a human-centered connection between restaurants and their customers.”
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Nevertheless, they had to shut down the business, and the rationale behind the same was: “However, scaling that vision required resources we couldn’t secure. While we saw glimpses of promise, it never quite came together as we imagined. The reality is that the current marketplace remains dominated by a few well-funded giants, making it extraordinarily challenging for smaller, mission-driven platforms like ours to flourish at the scale restaurants deserve”.