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Mumbai-based Thrive has announced the closure of its consumer app amid stiff competition from giants like Zomato and Swiggy. Thrive's co-founder, Krishi Fagwani, shared that the company will now focus on transitioning its other segments, like Thrive ONDC and Thrive Direct, to suitable partners. Despite investments from Jubilant Foodworks and Coca-Cola, Thrive struggled to scale amidst a market dominated by bigger players.

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