Forced to agree to discounts due to the aggressive policies of delivery platforms, the National Restaurant Association of India (NRAI) and its member had started the #Logout campaign last August in protest. While the campaign turned out to be successful to an extent with aggregator platforms forced to change their predatory pricing policies, the NRAI decided to put a definitive plan into action to find a way out. The association has now announced plans to launch an alternative discovery and delivery platform, which will come into force by August-September.

"We realised that this is the new way of doing business [online aggregators] and we cannot ignore it, so let's make it better for us. With this platform, the customer data will be ours, discounts will be decided by the restaurants, and services will be unbundled. Every individual restaurant that gets the order will own the data; NRAI is not the owner of the data. Existing aggregators had become digital landlords. We are not saying that the app will replace the current players overnight, it's just another choice which will be available," says Anurag Katriar, president of NRAI; CEO and executive director of deGustibus Hospitality Pvt Ltd.