FOOD CHANNEL DISTRIBUTION IN THE INTERNET ERA-THE AGGREGATOR MODELBOOST TO CHANNEL POWER

Be it taxis (uber, Ola, etc.), hotels (Oyo), groceries (grofers), food (swiggy, Zomato, uber eats) or travel (make my trip), aggregator model has come in into the market and has disrupted every industry. These models usually involves organizing an unorganised and populated sector like hotel, taxis, food etc. and provide the service under one brand. The paper highlights the significant impact of the use of ‘channel power' in the food industry during the internet era and how a seismic shift in the relationships between consumers, retailers, distributors, manufacturers and service providers. But, at the same time focuses on the dilemma whether it makes sense for all companies to take advantage of the new possibilities in the internet era.