MAM

×

Rajesh Sawhney taps into $300 billion food retail market with Innerchef

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/mam-images/2015/04/07/innercehf.JPG?itok=sSfiy5-t

MUMBAI: Tapping into the lucrative $300 billion food retailing market in India, former Reliance Entertainment president and GSF Accelerator founder Rajesh Sawhney has launched InnerChef.

InnerChef is an online food discovery and delivery platform, which is at the intersection of two global mega trends: eating different and eating better. The company will deliver great recipes in a box with all its ingredients, which are measured and prepped allowing one become a chef in 10-20 minutes.

While the food retailing market in India is pegged at $300 billion, the Indian restaurant market is pegged at $50 billion. The home food delivery market is growing at 40 per cent per annum and is expected to be $10 billion in size by 2016. While bulk of the business in this industry is in the unorganized sector, the share of the organized sector is increasing rapidly. With the advent of Internet and mobile, the combination of food and technology is disrupting old business models and is creating new paradigms. According to recent estimates, over $2.3 billion has been invested in “Food+Tech” businesses so far of which $1.2 billion was in 2014 alone. Innerchef’s mission is to provide a new kitchen experience that is in sync with the needs of a “globally-aware” yet “time-poor” consumer. 

The company’s chefs shop for fresh ingredients, prepare exotic sauces and seasonings, package them to precise measurement with simple recipe instructions to follow. With InneChef, one can experience the thrill of cooking and plating a dish that’s fresh and tasty within minutes. 

InnerChef currently offering 16 recipes and plans to take the number up to 25-30 recipes over the next one month, which will be refreshed on a weekly basis. While the launch menu is primarily western cuisine comprising salads, paninis, pastas and specials, InnerChef plans to add oriental and Indian cuisine in the coming weeks.

While InnerChef has commenced operations in Gurgaon, it plans to expand to three metros namely Delhi, Mumbai and Bangalore in the coming quarter and cover the top 10 Indian cities with multiple kitchens within one year. Plans are afoot to have 100 kitchens in a span of two years.

Adopting the model of hyper local distribution, InnerChef will deliver fresh food twice in a day: lunch (11 am to 2 pm) and dinner (5 pm - 9 pm). Additionally, the company is also exploring options to provide on-demand service in the catchment areas. 

Customers can order recipe boxes through a mobile responsive website and soon-to-be launched mobile app.

The four other co-founder of InnerChef along with Sawhney are DiGhent Cafe founder Bal, professional chef Heena Karia Thakkar, Skybulls founder Uday Bansal and former Barclays New York product manager Rahul Samat.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/decor.jpg?itok=eDfjcJ7G
D’Décor launches new campaign ‘Beautiful Homes tell Beautiful Stories’

MUMBAI: D’Decor India’s leading home furnishings brand unveiled its new campaign - ‘Beautiful Homes tell Beautiful Stories’ with a series of short films featuring Gauri and Shahrukh Khan. The campaign celebrates 10 years of marquee association of country’s power couple with D’Décor. Touted as the...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/thailand.jpg?itok=CmMPOnGR
Tourism Authority of Thailand, Mumbai partners with Tripoto community to entice new age travelers in India

MUMBAI: After-witnessing favorable growth in Indian arrivals across segments, Tourism Authority of Thailand (TAT) has kept no stone unturned to reach out to its key target group, the millenials. In order to expand the destination’s reach through various digital platforms, TAT associated with...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/disha.jpg?itok=yRuKx9uv
Aurelia extends association with Disha Patani as its Brand Ambassador

MUMBAI: Disha Patani has extended her association with TCNS Clothing Co. Limited, the leading women’s branded apparel company in India, as the brand ambassador for its brand Aurelia. Disha will be associated with Aurelia for yet another year and would be featuring in the upcoming collections.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/clever.jpg?itok=zmeYW6ew
86% of users quit shopping apps after 4 weeks: new research from CleverTap

MUMBAI: CleverTap, the full-stack customer retention platform that helps consumer brands maximize customer lifetime value, today released the Industry Benchmarks for Ecommerce Apps.  For ecommerce brands, high customer acquisition costs (CACs) and price-sensitive buyers impact the overall customer...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/colgate.jpg?itok=baA3sz2r
Upgrade to whole-mouth-health with New Colgate Total toothpaste

MUMBAI: Colgate-Palmolive (India) Limited, the market leader in Oral Care, has launched its New Colgate Total toothpaste with an innovative formula offering multiple benefits to provide superior Oral Care to protect not just the teeth, but also tongue, cheeks and gums. Hence, the New Colgate Total...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/kfc.jpg?itok=xCFztlcW
Madame tussauds delhi unveils KFC’s zinger Aka ‘the original celebrity burger’

MUMBAI: In what is a historic first, Madame Tussauds, the world’s most famous wax attraction, welcomed the ‘Iconic Burger’ - Zinger at its location in Regal building in Connaught Place, New Delhi. Delighting burger-lovers since 1984 and loved in more than 120 countries, the Zinger is easily the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/paytm.jpg?itok=bqfdrbd7
Paytm retains title sponsorship rights for BCCI's international & domestic seasons 2019-23

MUMBAI: The Board of Control for Cricket in India (BCCI) on Wednesday announced that One 97 Communications Pvt Ltd (Paytm) has retained the sponsorship rights for BCCI's international and domestic matches. The board revealed in a press release that the winning bid was at a price of Rs 326.8 crore...

MAM Media and Advertising Sponsorship
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/seven_1.jpg?itok=GW3EXSxY
Be the #Changemaker with SEVEN by MS Dhoni’s New Collection

MUMBAI: Let your wardrobe evolve this spring by investing in the exciting new styles designed for young and energetic millennials. Crafted for all young #Changemakers out there, the collection encompasses a wide range of running and training apparel as well as accessories for all sports enthusiasts...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/21/dan.jpg?itok=fwur8Oro
DAN Programmatic launches creative insights engine 'DAN Vision for Creative'

MUMBAI: DAN Programmatic, empowered by The Data Sciences Division of the Dentsu Aegis Network in India along with AMNET, the network’s programmatic arm has announced the launch of “DAN Vision for Creative”, a machine learning and neuroscience based engine that delivers path breaking insights into...

MAM Media and Advertising Digital Agencies

Sign up for our Newsletter

subscribe for latest stories