🥛 Doodhwala: what went wrong?
shut down 2019 · Bengaluru
A subscription milk delivery app. Milk and daily essentials at your door every morning, at MRP, with no delivery fee.
~30,000 Lmilk delivered daily
3cities
₹0delivery fee
⏳ The moment: A customer can order a single ₹20 milk packet, and your delivery partner drops it at their door at 5:30 am, free. Big, well-funded rivals are entering daily delivery too. What do you do?
What would you do?
What actually happened
Doodhwala stopped delivering in October 2019 across Bengaluru, Pune and Hyderabad, and handed its customers over to FreshToHome. With free delivery of low-value orders, every morning run cost more than the milk earned, while bigger rivals kept spending.
💡 If delivering something costs more than you earn on it, growing bigger only makes the losses bigger.
Sources: OfficeChai · YourStory