LimeTray
LimeTray is a cloud-based restaurant management SaaS platform offering integrated POS, online ordering, inventory, CRM, and loyalty solutions. It serves over 4,500 restaurants in India and select international markets via native aggregator integrations and AI-assisted personalization.
- Company typePrivate
- Founded2013
- HeadquartersGurugram, India
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What LimeTray does
LimeTray (legally Alchemy Web Pvt. Ltd.) is a cloud-based restaurant management SaaS platform headquartered in Gurugram, India, founded in 2013. The company offers an integrated suite covering POS, online ordering, inventory management, kitchen display systems, CRM, loyalty programs, customer feedback, cloud telephony (IVR), billing, and reporting/analytics. Its core technical differentiator is the "Merge" integration platform, which provides API-based connectivity between restaurant POS systems and third-party delivery aggregators (Swiggy, Zomato, Uber Eats) as well as global POS platforms (NCR, LS Retail, Clover, Aloha Cloud), enabling centralized order management with menu updates propagating across channels in 10-15 minutes. The modular product architecture is designed for both SMB and enterprise deployments with real-time data access, multi-location reporting, and AI-assisted personalization.
The platform serves over 4,500 restaurants across India, UAE, and Brunei, with enterprise customers including Burger King India, Domino's UAE, Krispy Kreme, California Pizza Kitchen, Bikanervala, Jollibee Brunei, Sagar Ratna, and Mad Over Donuts, alongside cloud kitchen operators such as Goila Butter Chicken and Paratha King. LimeTray employs a dual go-to-market motion: a product-led free-demo funnel for SMBs and direct enterprise field sales for chains and multi-outlet groups. Revenue is generated through subscription-based SaaS pricing (custom quote-based, monthly cadence) plus add-on modules and integration fees. Pricing is not publicly disclosed.
The company has raised approximately $1.33M across four disclosed rounds between 2014 and 2019 from Z47 (formerly Matrix Partners India), JSW Ventures, Alteria Capital, The Hive, and Whiteboard Capital. Co-founders Akhilesh Bali (CEO) and Piyush Jain lead the privately held firm.
LimeTray firmographics
Firmographics- Name
- LimeTray
- Legal name
- Alchemy Web Pvt. Ltd.
- Website
- https://limetray.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- LimeTray is a cloud-based restaurant management SaaS platform offering integrated POS, online ordering, inventory, CRM, and loyalty solutions. It serves over 4,500 restaurants in India and select international markets via native aggregator integrations and AI-assisted personalization.
- Ownership category
- akta.pro rank
LimeTray industry classification
Industry- Product category
- Restaurant Management Software
- akta.pro primary industry
- Mobile Ordering, POS & Campus Dining Technology (EDALADAN)
Keywords
Where LimeTray is headquartered
LocationHeadquarters
- HQ city
- Gurugram
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
LimeTray business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription-based SaaS: LimeTray operates on a cloud-based subscription model where restaurants pay recurring fees for access to their POS system and integrated modules. The subscription model provides scalable costs depending on service level and property size, with automatic updates and cloud security included.
- Integration and Add-on Modules: Additional revenue from premium integrations, advanced analytics, and extended functionality modules that restaurants can add to their base subscription.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Custom enterprise pricing based on restaurant size and requirements |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
LimeTray product offering
Product offeringCore offering
LimeTray is a cloud-based restaurant management SaaS platform that helps food and beverage businesses digitize and streamline their operations. The platform offers integrated solutions including point-of-sale (POS), online ordering, inventory management, kitchen display systems, CRM, and loyalty programs to serve restaurants across India, the UAE, and Southeast Asia.
Product overview
LimeTray is an all-in-one restaurant management platform offering a comprehensive suite of integrated modules. The core offering centers on the Cloud-based Restaurant POS System, complemented by Online Food Ordering System (branded website and mobile app), Third-Party Order Management (Merge) for consolidating Swiggy/Zomato/Uber Eats orders, Inventory Management, Kitchen Display System, CRM Solution, Loyalty Program, Feedback System, and Reporting and Analytics. The platform serves multiple restaurant types including QSR, Cafe, Bar, Cloud Kitchen, Dine-In, and Enterprise segments.
Differentiator
Problem solved
Functional benefit
Brands
- Merge: LimeTray's integration platform that connects restaurant POS systems with third-party aggregators like Swiggy, Zomato, and Uber Eats, allowing centralized order management on a single screen.
Products and services
- LimeTray POS (Cloud POS)
Quantifiable outcome
- Eliminates need for multiple tablets for different delivery platforms
- +3 more outcomes
Companies that use LimeTray
Customer profileNamed customers18 records
Segments6 records
Ideal customer profiles1 record
LimeTray technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability5 records
Feature6 records
LimeTray partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- SwiggycoreLimeTray Merge integrates with Swiggy to consolidate delivery orders directly into the restaurant POS system, eliminating manual order entry and providing unified order management.
- ZomatocoreLimeTray integrates with Zomato for seamless order synchronization, allowing restaurants to manage all delivery platform orders from a single dashboard.
- Uber EatscoreLimeTray provides API integration with Uber Eats allowing restaurants to sync all delivery orders directly to their POS system with real-time updates.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
LimeTray competitors and assessment
Company assessmentDirect peers
- Posist: Cloud-based restaurant POS and management platform serving QSRs, fine dining, and cloud kitchens across India and the Middle East. Directly comparable to LimeTray in product breadth, target verticals, and aggregator integration strategy.
- Deliverect: Global SaaS platform that syncs online food orders from delivery marketplaces (Uber Eats, Grubhub, Deliveroo, Glovo) directly into restaurant POS systems. Functionally analogous to LimeTray Merge, but with broader geographic coverage in Europe, the Americas, and the Middle East.
- Otter: Restaurant order management platform that consolidates delivery marketplace orders into a single dashboard. Closely mirrors LimeTray Merge's core value proposition of eliminating tablet sprawl and centralizing third-party order flows for restaurants.
- UrbanPiper: Restaurant technology platform focused on online ordering management and delivery aggregator integrations (Swiggy, Zomato, Foodpanda). Highly comparable to LimeTray Merge, with similar enterprise restaurant brand relationships across India and emerging markets.
- Petpooja: India's leading restaurant management SaaS platform offering POS, online ordering, inventory, CRM, and integrations with delivery aggregators. Most direct domestic competitor to LimeTray with overlapping customer base across SMB and enterprise restaurant segments.
Broad incumbents
- TouchBistro: iPad-based restaurant POS and management system serving full-service restaurants in North America and select international markets. Comparable to LimeTray in core POS, ordering, and inventory functionality, though more focused on front-of-house workflows.
- Lightspeed Restaurant: Global commerce platform with a dedicated restaurant POS and management suite covering ordering, inventory, and analytics. Overlaps with LimeTray's core product offerings for full-service and quick-service restaurants across multiple geographies.
- OpenTable: Restaurant reservation and guest management platform owned by Booking Holdings, with broader restaurant management and marketing tools. Adjacent to LimeTray on restaurant operations software but differentiated by its reservation-centric core.
- Toast: US-based, publicly listed restaurant management platform offering POS, payments, online ordering, and payroll. A scaled incumbent in restaurant tech that competes with LimeTray on product breadth, though primarily in the North American market with limited India presence.
Regional players
- eZee Technosys: India- and Asia-focused hospitality SaaS provider (eZee Absolute, eZee Restaurant) offering POS, online ordering, and booking tools for hotels and restaurants. Comparable to LimeTray's restaurant management module with regional focus on the same South Asian market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
LimeTray social profiles
Digital presenceLimeTray financial estimates
Financial estimateRevenue estimate
Valuation estimate
LimeTray leadership team
Management profileNumber of profiles
Profiles2 records
LimeTray funding detail
Funding detailFunding overview
Funding rounds4 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LimeTray M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LimeTray
What does LimeTray do?
LimeTray is a cloud-based restaurant management SaaS platform that helps food and beverage businesses digitize and streamline their operations. The platform offers integrated solutions including point-of-sale (POS), online ordering, inventory management, kitchen display systems, CRM, and loyalty programs to serve restaurants across India, the UAE, and Southeast Asia.
Is LimeTray a public or private company?
LimeTray is a private company. It is classified as venture growth investor backed and is currently operating.
When was LimeTray founded?
LimeTray was founded in 2013. It employs 1 to 10 people.
Where is LimeTray based?
LimeTray is headquartered in Gurugram, India, in the Asia region.
How does LimeTray make money?
Two revenue lines are on record. Subscription-based SaaS are the primary driver. The others are integration and Add-on Modules.
Who are LimeTray's main competitors?
Direct peers on record are Posist, Deliverect, Otter, UrbanPiper and Petpooja. Broad incumbents are TouchBistro, Lightspeed Restaurant, OpenTable and Toast. eZee Technosys is listed as a regional player.
Does LimeTray have an API?
Yes. LimeTray Merge is an API-based integration tool that links restaurant POS systems to online food ordering aggregators (Swiggy, Zomato, Uber Eats) and the restaurant's own ordering platform. The API enables automated real-time order syncing, menu updates, and centralized order management across all channels. A neatly designed API makes integration with global POS systems (NCR, LS Retail, Clover) painless and simple.
What industry is LimeTray in?
LimeTray's product category is Restaurant Management Software. Its primary akta.pro industry code is EDALADAN, Mobile Ordering, POS & Campus Dining Technology.