FNB News - “Our vision is to revolutionise the food industry”

You can get e-magazine links on WhatsApp. Click here

INTERVIEW

“Our vision is to revolutionise the food industry”

Monday, 11 November, 2024, 08 : 00 AM [IST]

Established in the year 2021, Recipe Cup is tech enabled app based company that bridges the gap between passionate home chefs and customers seeking delicious, authentic, and convenient food options. Rushabh Jhaveri, founder and CEO, Recipe Cup, talks about how the company, currently operational in New Delhi and Bangalore, aims to expand into various tier 2 and tier 3 cities across the country, by the end of the year, with Harcha Bhaskar. Excerpts:

How much is the food processing industry in India?
The Indian food processing industry is one of the largest sectors in the country, demonstrating remarkable growth and potential. It's estimated to reach a staggering value of $535 billion by 2025-2026, reflecting an average annual growth rate of approximately 7.256 per cent. Several factors drive this growth including increasing urbanisation, changing lifestyles of consumers, rising incomes, and technological advancements.

How has the food processing industry evolved over the years?
The food processing industry has undergone a remarkable transformation over the decades, driven by technological advancements, changing consumer preferences, and evolving market demands.

Historically, food processing relied on age-old techniques such as pickling, drying, smoking, and fermentation. These methods were primarily used to preserve seasonal ingredients and ensure food availability throughout the year. These methods were labour-intensive but crucial for survival and nutrition.

The 20th century then marked a significant shift with the advent of industrialisation. Innovations like canning and pasteurisation revolutionised food preservation, allowing for longer shelf lives and safer consumption. The development of refrigeration and advancements in storage and transportation further enabled the mass production and distribution of processed foods. This period saw the rise of large-scale food manufacturers and the introduction of packaged foods.

In recent decades, the focus of the food processing industry has shifted towards providing convenience and variety to consumers. The modern lifestyle, characterised by busy schedules and a growing demand for quick meal solutions, has led to the proliferation of ready-to-eat meals, packaged snacks, and frozen foods. Additionally, there has been a surge in the availability of diverse food options, catering to various tastes and dietary preferences.

What are the trends noticed by you in the food industry?
The Indian food industry is currently experiencing several dynamic shifts that are reshaping the market. For one, consumers are increasingly prioritising health in their food choices. There is a growing demand for nutritious, wholesome, and organic foods. This has also driven dietary restrictions along with growing awareness about animal and meat products, which has led to a rise in demand for plant-based foods.

There has also been a significant shift towards home-cooked meals. People are rediscovering the joys of cooking at home, leading to an increased demand for fresh ingredients, meal kits, and easy-to-follow recipes.

Consumers are increasingly becoming adventurous in their food choices, seeking out diverse and exotic cuisines. This trend is fueled by the desire to experience new flavours and a growing appreciation for gourmet and artisanal foods that offer unique flavours and high-quality ingredients.

We are closely monitoring these trends and aligning our offerings to meet the evolving needs of our customers. Our focus on promoting sustainable eating, supporting local home chefs, and offering a diverse range of culinary experiences ensures that we stay at the forefront of the food industry’s transformation.

Explain the concept behind Recipe Cup.
Recipe Cup was born out of a simple idea: to reconnect people with the joy and comfort of home-cooked meals. We're a tech-enabled platform that bridges the gap between passionate home chefs and customers seeking delicious, authentic, and convenient food options. We empower home chefs by scaling their offerings to a wider audience, giving them the benefit of flexible income through their passion.

Which are the new cities where the Recipe Cup will be soon operational?
Our initial focus has been on major metropolitan areas like Delhi and Bangalore, where we've already begun catering to a wider customer base. However, our vision extends far beyond these major cities. By the end of the year, we are planning a rapid expansion into various tier 2 and tier 3 cities across the country. Our goal is to make delicious, authentic home-cooked food accessible to everyone in India, regardless of their location. This expansion will help us reach a broader audience and support more home chefs in sharing their culinary talents with a larger community.

How do you empower home chefs?
We empower home chefs in several ways:

Provide a Platform & Audience: We provide a user-friendly platform that allows home chefs to launch their brands and retain their individuality. Customers not only recognise our brand but also connect with the unique personalities and culinary styles of our chefs.
Flexible Income Opportunity: Home chefs have the flexibility to set their own menus, prices, and availability. This autonomy enables them to generate a flexible income stream based on their passion for cooking and their schedules.
Support and Resources: We offer comprehensive support, including training on hygiene practices, photography tips to beautifully showcase dishes, and marketing assistance. This ensures that our chefs have the tools and knowledge to succeed on the platform.
Social Media Presence: We actively promote our partner home chefs through our social media channels. This collaboration helps increase their visibility and attract more customers, enabling them to scale their businesses significantly within a few months of joining our platform.

By providing these resources and opportunities, we help home chefs turn their culinary skills into thriving businesses, fostering a community of passionate and empowered food creators.

How big is the network of home chefs with you?
Currently, we boast a vibrant and growing network of approximately 60 talented home chefs on our platform. This number is continually expanding as we scale our operations and attract more culinary enthusiasts. Our diverse group of chefs brings a wide array of cuisines and specialties to the table, ensuring that our customers enjoy a rich and varied dining experience.

When was the Recipe Cup launched? How has it progressed over the years?
Recipe Cup was launched in 2021 with the vision of bringing the joy of home-cooked meals to a broader audience through a comprehensive tech platform for home chefs. We began with offline operations, generating around INR 2 million in revenue before transitioning to an entirely online, app-based model.

Building a Proprietary Tech Platform: We invested significant time and resources into developing a robust and scalable tech platform from scratch. This proprietary technology allows us to seamlessly manage operations and enhance user experience.
Creating a Network of Home Chefs: We have built a thriving community of over 60 passionate home chefs who offer a diverse range of cuisines and cater to various dietary needs. Our platform continues to attract new chefs, further enriching our culinary offerings.
Establishing a Logistics Network: We have partnered with leading logistics service providers to ensure efficient and cost-effective delivery of food to our customers. This partnership enables us to maintain high standards of service and delivery.
Prioritising Customer Satisfaction: We constantly incorporate user feedback to improve our ordering process, food quality, and delivery experience. Customer satisfaction remains our top priority, driving us to implement features that enhance the overall experience.
Expanding Our Reach: Currently experiencing rapid growth in Delhi, we are preparing to expand to other metropolitan cities like Bangalore. Our vision includes extending our services to tier 2 and tier 3 cities, making home-cooked meals accessible to a broader audience across India.

We are experiencing robust month-on-month growth, reflecting the changing consumer preference towards healthier food alternatives. Our team is dedicated to introducing innovative features, positioning us as a leading player in the home-cooked food aggregator space.

How is your vision transforming the food industry?

Our vision is to revolutionise the food industry by fundamentally changing how people access delicious and satisfying meals. Our platform connects passionate home chefs with eager customers, driving transformation in several key areas:

Diversity and Personalisation: We offer a wide array of culinary experiences that go beyond the typical restaurant menu. Customers can explore unique cuisines, discover dietary-specific options, and enjoy hidden culinary gems from our diverse pool of home chefs.
Supporting Local Economies: By empowering home chefs, many of whom are local food enthusiasts or small businesses, we inject income directly into local communities. This approach fosters a sense of supporting local talent and contributes to the economic growth of these communities.
Focus on Freshness and Quality: Home chefs typically use fresh, locally sourced ingredients, often catering to specific dietary needs. This emphasis on quality and authenticity sets us apart from mass-produced food options and promotes healthier eating habits.
Signature Ingredients: We highlight the unique, signature ingredients used by our home chefs, turning them into prime offerings. These special ingredients, often representing family secrets or regional specialties, elevate the culinary experience and distinguish Recipe Cup in the market.

Through these initiatives, Recipe Cup is not only transforming how people access food but also promoting a culture of quality, diversity, and support for local talent.

What is so special about signature ingredients?
We believe that signature ingredients are the heart and soul of a truly exceptional dish. These ingredients are much more than just components; they are the secret touches that our home chefs use to elevate their culinary creations. Here’s what sets our signature ingredients apart:

Authentic Flavours: Our home chefs use generation-old recipes to prepare these signature ingredients, ensuring that each dish is imbued with authentic, time-honoured flavours. These ingredients often capture the essence of a particular cuisine, bringing a taste of tradition directly to your kitchen.
Culinary Potential: Many of our signature ingredients are family secrets or regional specialties that you won’t find in regular supermarkets. They offer our consumers a unique opportunity to explore new culinary horizons and recreate authentic dishes at home.
Freshness and Quality: Prepared in small batches using locally sourced ingredients, our signature components are crafted with care and attention. This artisanal approach guarantees exceptional freshness, vibrant flavours, and a level of quality that stands out from mass-produced alternatives.
Supporting Local Artisans: By purchasing signature ingredients from us, you’re not only enhancing your dishes but also supporting passionate home chefs and small food businesses. This initiative helps sustain local talent and promotes a community-driven approach to food.

Our signature ingredients add a special touch to every meal, making ordinary dishes extraordinary and allowing you to experience the true flavours of home-cooked goodness.

How have culinary practices changed over decades?
Culinary practices have evolved significantly over the decades. Historically, people focused on using seasonal ingredients and slow cooking with tried-and-tested age-old recipes. Regional cuisines emerged based on the local resources available, leading to a rich diversity of food traditions. In modern times, the introduction of processed foods brought convenience and a wider range of culinary influences due to globalisation. However, this era also saw the rise of artificial flavours and unauthentic ingredients. In recent years, there has been a notable reverse shift, with consumers once again prioritising fresh, high-quality ingredients and personalised options. We aim to bring back the sustainable living lifestyle by promoting home chefs as mainstream food providers, ensuring that traditional culinary values are preserved while embracing modern conveniences.