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- Tell us a bit about your professional and entrepreneurial journey.
I’ve been part of the startup ecosystem for close to two decades now. I was an early member of Flipkart and later founded CureFit, which runs the Cult.fit chain of gyms. For the last five years, I’ve been building Curefoods with the vision of making it India’s leading multi-brand food services company.
- What prompted you to start Curefoods? What was the inspiration?
Curefoods was founded during the pandemic, when the entire food business had moved online. We saw a clear opportunity to build a delivery-first food company on a scale, and that’s how we began as a cloud-kitchen business.
- How has the experience been so far?
It’s been a very rewarding journey. We’ve scaled to over 500 locations across India, spanning multiple cuisines and brands, and served millions of products to satisfied customers.
- Walk us through the brands under the flagship ‘Kitchens of EatFit.’
EatFit is our flagship brand. Alongside it, we have HRX, our high protein brand co-created with Hrithik Roshan. We also run other consumer favorites like Great Indian Khichdi, Madras Curd Rice Company and more — each catering to distinct tastes and preferences.
- How and when did Hrithik Roshan come on board as brand ambassador and investor? How does a celebrity association help?
Hrithik has been a long-time partner — he was also an investor in Cult.fit. When we started Curefoods, it was natural to extend that partnership to co-create a health-focused food line with him. The HRX menu was designed in consultation with Hrithik and reflects his lifestyle. Having him on board brings authenticity and trust, which is invaluable when building a brand around health and fitness.
- As a food-tech company, how do you integrate technology for growth and expansion?
Technology is at the heart of our business — whether it’s the customer-facing platforms, real-time integration with Swiggy and Zomato, or backend systems like inventory and demand planning. All our kitchens, logistics, and supply chains are connected seamlessly through tech. We also leverage farm-to-fork traceability, ensuring transparency and efficiency from sourcing ingredients to serving customers. More recently, AI has become integral to our branding, marketing, and customer engagement.
- How do you plan to cater to the growing markets of Tier II and Tier III cities?
Tier II and III cities represent a massive growth opportunity. Many national and international chains haven’t entered these markets yet, but consumers here are upwardly mobile and keen to explore new food experiences. We believe our portfolio of brands can serve these cities very effectively, and our delivery-first model gives us a strong advantage.
- What are three key trends you see in the F&B industry right now?
The first is premiumization — consumers want more curated, high-quality experiences. The second is the shift towards online-first consumption, which has now overtaken offline. And the third is the rise of smaller, experiential dining formats such as chef-led tables.
- Beyond celebrity associations, how important is influencer marketing for F&B brands?
Influencer marketing is extremely powerful in F&B. People follow influencers they trust, and authentic food reviews from them create genuine impact. In fact, organic influencers often work better than paid ones, because customers sense when recommendations are real.
- How important has franchising been in the F&B industry, and how do you see it evolving?
Franchising is an interesting model for expansion. Long term, franchising could become a useful lever, especially in smaller towns.
- Does Curefoods have tie-ups with aggregators like Swiggy and Zomato? In your view, what works better — aggregators or an independent delivery system?
Yes, we work very closely with both Swiggy and Zomato — they’re key partners for us. Aggregators provide scale, logistics, and consumer access, which makes them indispensable. For us, a hybrid model works best.
- In this age of healthy eating, sustainability, and ethnic sourcing, how does Curefoods respond to the aware customer?
Health and authenticity are part of Curefoods’ DNA. Brands like EatFit and HRX are built for health-conscious consumers, while others focus on comfort and regional authenticity. We’re constantly innovating to ensure our food is tasty, responsibly sourced, and aligned with modern dietary preferences.
