Alchemy Web Pvt Ltd., a New Delhi-based startup which provides software services to the restaurant industry and operates under the brand name and an online portal 'LimeTray', has raised an undisclosed amount from venture capital firm Matrix Partners.
Alchemy Web's angel investors include Groupon's Asia Pacific head Ankur Warikoo, Gaadi.com CEO Umang Kumar, Akosha CEO Ankur Singla and InMobi executive Anurakt Jain.
LimeTray provides restaurants with a platform for day-to-day operations including ordering, online presence management, and CRM. The company has already signed up over 200 restaurants, mainly in the Delhi NCR area.
The 18 month old startup was founded by Akhilesh Bali, founder and CEO, who started the company with Piyush Jain in May 2013. Both were former employees at online food delivery company Foodpanda.com. Akhilesh was earlier cofounder and India head of FoodPanda and also ran a startup called MithaiMate (online sweets delivery) while Piyush Jain was head of online marketing at FoodPanda.
"Our vision is to build a full-stack technology platform for restaurants across India. We are restaurant-first in our approach, and want to enable more and more restaurants to come online and solve critical business needs using our platform," said Bali.
"Restaurants are adopting a range of mobile-first technology at a rapid pace to solve their business needs be it discovery, dining experience, ordering, loyalty or restaurant management. The Food-tech market is deep enough to have multiple winners. We believe other SMEs are also ready to adopt technology," said Vikram Vaidyanathan, managing director at Matrix India.
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