Sunday, June 16, 2019


Bootstrapped Food Darzee sees growing health awareness amongst Indians
Wednesday, 10 April, 2019, 12 : 00 PM [IST]
Nandita Vijay, Bengaluru
Food Darzee - a bootstrapped health and nutrition company, which personalises the food as per the exact nutritional requirements of the customers, depending on the goals they want to achieve - is witnessing a growing awareness amongst Indians to invest in their health.
It is the brainchild of four Mumbaikars - Anirudh Ganeriwal, Devaj Jhunjhunwala, Anik Bhandari and Dr Siddhant Bhargava, who introduced a specialized programme, which is titled Transform In 30 - The Ketogenic Way, and gives an affirmation that up to 10 per cent of body weight can be sustainably lost in a span of 30 days.  

The two year-old start-up, which signed up about 10 clients during its inception, now has  about 900 consumers on its diet plan subscription. Of these, nearly 700 clients are in Mumbai, about 100 in Delhi (where the programme commenced three weeks ago) and about 50 in Pune.

A ketogenic diet is a high-fat, moderate-protein and a very low-carb diet, where carbs are restricted to less than 25g per day. A person typically eats high-fat foods, such as cheese, paneer, butter and nuts and protein sources like eggs, fish and meat. Carbohydrates are obtained from vegetable sources mainly.

The benefits of keto are multiple - decreased insulin and blood sugar levels, hence bettering chances of not developing diabetes and PCOD; increased energy levels; reduced appetite better skin; reduced triglyceride and cholesterol and reducing levels of inflammation, hence preventing early ageing.

The disadvantage is basically hassles in a few cases with reduction in fibre content, which is treatable with things like psyllium husks.
“India is evolving and moving towards the western concepts. It is finally accepting and adapting to fitness and nutrition becoming equivalent to health and are taking great measures. The amount of people involved in this industry are increasing by the day and people are ready to invest their time effort and money towards their fitness , health and nutrition,” Dr Bhargava, fitness and nutritional scientist, and co-founder, Food Darzee, told F&B news in an e-mail.
“Word of mouth is a very strong advocator, but we basically have a strong presence on social media over platforms like Instagram, Facebook, Google and YouTube. The current scene of food diets is definitely booming. People are more aware and are agreeing to invest in their health,” he added.

“The challenge encountered are that when a client reaches his health goal, he would automatically leave the service. So, the challenge is in the product itself, but we are coming up with a maintenance diet to help people effectively maintain their weight while always being in consultation with their personal nutritionist,” Dr Bhargava noted.  

“Ours being a cash positive business and owing to the sales and figures that we have achieved in a short span of time, venture capitalists and private equity players are quite  receptive to such a business model,” he added.
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