After five years of operations, the food delivery startup Thrive has officially shut down. Co founder Dhruv Dewan announced the closure and his next move through a recent LinkedIn post, reflecting on the challenges and transitions that shaped the company’s journey.
Thrive was launched with the ambition to challenge industry giants and offer an alternative in a space largely dominated by Zomato and Swiggy. Despite building a loyal user base and creating meaningful partnerships within the food service ecosystem, sustaining profitability in such a competitive landscape proved difficult. Dewan acknowledged the hurdles of navigating a duopoly driven market, expressing gratitude for the journey even as it came to an unexpected conclusion.
With the closure of Thrive, Dewan has moved into a new role at Tata Digital. He now serves in the Business and Strategy division, where he is focused on building an electronics commerce ecosystem. His goal is not just to enter the space but to set new industry standards. This shift marks a new chapter in his career, one that aims to redefine how electronics are marketed and consumed in India’s digital economy.
Before Thrive, Dewan was already well known in the startup ecosystem for co founding Hashtag Loyalty, a customer engagement and retention platform. He spent nearly a decade building tools that helped businesses better understand and retain their customers. He also held a short term role at Save Local, contributing to community focused commerce, and began his professional career with EY in both analyst and associate consultant roles.
Dewan’s move to Tata Digital signals a broader trend of startup leaders taking key roles in large enterprises to drive digital transformation. His experience in building customer centric platforms positions him to bring fresh perspectives to Tata’s growing digital ventures.
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