e-commerce
Best Foodworks invests in online fresh food store iOrderFresh
MUMBAI: iOrderFresh, the mobile-first, fresh food and grocery retail brand from Supply Chain Analytics and Technologies has received a strategic investment of an undisclosed amount from Best Foodworks.
Brainchild of Nitin Sawhney, iOrderFresh currently operates in the Delhi-NCR region with a key proposition of ‘Fresh Produce from Farm to Kitchen’. Sawhney, who is the former COO of India Today Group’s lifestyle marketplace BagItToday.com, had successfully mobilised strategic funding from Axel Springer AG for the BagIt venture in 2010.
Best Foodworks is founded by Alkesh Tandon, who is the executive director of Nelson India, a reputed corporate design firm providing architecture, interior planning and space management solutions. Following this investment, Tandon will join the Board of iOrderFresh and provide strategic guidance to grow the business exponentially.
Tandon said, “The smartphone is ubiquitous in modern India and slated for tremendous growth. We are seeing how online shopping has shifted from a trend to a lifestyle. The m-Commerce tide is yet to sweep the country and we are certain that grocery shopping will be on top of the list, given our fast-paced lives. We are excited to partner with iOrderFresh, which we believe will redefine the food consumption supply chain of NCR and progressively across India. At Best Foodworks, we are constantly looking at opportunities which are aligned to the consumption story of the Indian economy.”
Sawhney added, “Online grocery though still nascent, is at a sunrise stage in India. In the past three months alone we have seen volumes double with negligible marketing spends. We are committed to delivering the best quality Fresh Produce to our customers day after day. Our action plan is to emerge as the leading player in the NCR region and then expand to other cities. We will be expanding our product offerings with the inclusion of new categories very soon. The money raised in this round will be invested in bolstering our technology, supply-chain, customer acquisition and services.”
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
