Kolkata, June 11: The Yellow Straw, a health-focused food and juice brand, has recorded nearly 2.4x~ growth in yearly order volumes since onboarding on Zomato in 2017. Known for its fresh juices, health-forward meals, and transparent approach to food preparation, the brand continues to scale while staying rooted in its commitment to wellness and quality.
Speaking about the brand journey, Vikram Khinwasara, Founder, The Yellow Straw said, “We started The Yellow Straw with a vision to build trust through transparency and to provide customers with healthy food without compromise. With Zomato’s services, we have been able to sustain this trust and expand our customer base over the years.”
Aditya Mangla, CEO, Zomato, said, “What sets The Yellow Straw apart is their deep focus on customer experience. We’re glad to complement that strength by helping them connect with more food lovers who appreciate what they do.”
Founded in 2014 by Vikram Khinwasara and Piyush Kankaria, The Yellow Straw was built on the idea that healthy eating should be tasty, affordable and accessible. At a time when the market lacked both transparency and customer confidence, the founders introduced a bold approach by placing fresh cold-pressed juicers right in front of customers, allowing them to see the ingredients, process, and purity for themselves.
Despite early setbacks, including challenges around location and pricing, the brand remained committed to honesty, freshness, and uncompromised taste. Over time, strong customer word-of-mouth and disciplined operational systems helped transform The Yellow Straw into a purpose-driven health brand.
Today, the brand has continuously evolved to align with changing consumer preferences. One of the defining moments in its journey was the shift from regular flour-based breads and wraps to full wheat alternatives, reinforcing its strong health-first positioning and strengthening customer trust.
Since onboarding on Zomato, the brand has:
- Scaled rapidly from over 18,560 orders in 2019 to over 43,635 orders in 2025
- Strengthened its brand visibility and highlighted key products through targeted ad solutions
- Enhanced visibility for its juices and healthy offerings with BOS support
- Improved its menu by introducing high-demand, health-forward items, leading to stronger customer appeal and better menu performance
- Positioned itself as a brand that not only follows trends but adapts, evolves, and leads with purpose through data-backed decisions and a clear growth vision
To help small restaurants scale quickly, Zomato has introduced several initiatives in recent years. These include a DIY onboarding tool that helps restaurants get listed on the platform in just 15 minutes and access to the Restaurant Services Hub, a curated marketplace of verified vendors offering licensing, staffing, and hygiene audit services. In select cities, new restaurants also benefit from 0% commission for the first 30 days, along with credits for ads and Hyperpure services. As of Q3 FY26, Zomato has an average of 336,000 monthly active food ordering and delivery restaurant partners on the platform.