Have you every heard of customers loving a product so much that they want to fund it themselves?

Move over crowd-funding, as Noodle Play – Mumbai’s quirky Chindian ’29 mins or free’ delivery startup has now raised over $150,000 (Rs. 1 crore) from its own delivery-led customers. Currently delivering to over 5 locations in Mumbai (namely Bandra, Khar, Powai, Lower Parel, Worli and Goregaon), the quirky and personalized Chinese delivery startup plans to open delivery outposts in over 50 Mumbai locations by 2016 before moving to other metros and Tier-II cities.