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On Demand Grocery Startup

Startup uses a dark store business model to deliver groceries.


Diya is an on-demand grocery startup founded by former Deliver employees Alberto Menolascina and Yusuf Saban. The startup uses a dark store business model where local distribution centres only deliver internet orders.  

Diya used a Lean approach to get their process right.  Before launching, they ran experiments on Deliveroo to test their pick and pack model.  They created disposable virtual brands which they delivered from their hubs to learn what to sell and how to pick replenish and deliver products to customers.Diya promises to deliver groceries in just 10 minutes using electric vehicles. Their prices are based on recommended retail prices and they have a flat delivery fee of £1.79 with no minimum order. They operate hubs in London, Paris and Madrid and are planning to expand to new cities. Excess food is donated to charities.

Diya has raised £20 million in seed funding.




September 2, 2021