In an exclusive conversation with Restaurant India, Rajesh Sawhney, â€ŽCo-Founder at InnerChef & Founder of GSF Accelerator talks about different models present at Innerchef.
Founded in April 2015, by Rajesh Sawhney, Bal DiGhent (of the DiGhent cafe fame in Gurgaon) and Sanjeev Singhal (our CTO), InnerChef is one of the fastest growing food tech companies in India. Rajesh drives vision, strategy and growth at Innerchef. He is also the founder of GSF, India’s leading multi-city Tech-Start up Accelerator for the brightest tech start ups in India. InnerChef is built on two values- sharing food with loved ones and creating lasting happiness in every mouthful. InnerChef food is fresh, delicious and wholesome and also delivered to the doorstep in one hour delivery slots.
As you have recently got funded. Where can we see those investments being used?
Recently we have raised a pre-series A round of Rs 11cr ($1.66mn) from the leading investors from across the globe. InnerChef will use the funds to expand its footprint and launch 10 new kitchens across Delhi, Bengaluru and Mumbai. Additionally, InnerChef will also focus on building Indulge– a Hyper Local Desserts Marketplace that brings the finest desserts from home bakers and neighbourhood bakeries, across six cities within the next three months. The Indulge platform will aggregate 100,000 home bakers across 100 Indian cities within a year.
Why did you launch an online food ordering start-up only when there are many other hot segments as well attracting VC money?
It is a personal passion. Today food is a big category as the size of the market is very attractive; secondly food and mobile go well together and lastly huge possible disruption in the crowd model. In this disruption we can create a massive mega space in the food and that is why I enter in this business.
What is the model exactly in terms of procuring, preparing and delivering process?
We are food-tech Company which is made in our kitchen by professional trained chefs. People can order from our apps. We also have hyper local desserts marketplace which is made by the talented home bakers and neighbourhood bakeries. We are currently serving dessert lovers in South Delhi, Gurgaon and now in Bengaluru. Our vision is to take Indulge to 100 cities within a year with 100,000 home bakers on the platform.
There are similar start-ups in ready to eat food ordering from chefs. Any significant and substantial edge Innerchef has over them?
We are premium food experience company. Our unit value Rs 500 for two which is highest from all food start-ups. Our range from breakfast, salads, Panini, combos, mains, snacks, desserts, cakes and even 15 min meal which you can cook. We are also superior in quality; our desserts are unique in model and serving in Chennai, Bengaluru, Noida, South Delhi, Gurgaon. We also plan to 100 cities within a year with 100,000 home bakers on the platform.
Who are your target customers?
Our 70 per cent customers are women and also 70 per cent people are between the age group of 25-35 years. Also, globally aspiring Indian who gets the high quality food at affordable pricing.
You have launch hyperlocal online dessert marketplace called Indulge. How do you evaluate the pricing?
“Hyper Local Desserts Marketplace” is the finest desserts from home bakers and neighbourhood bakeries. Through Indulge, bakers will have access to technology platform and robust delivery infrastructure to reach millions of customers across India. Indulge features desserts priced between Rs. 120- 300+ taxes that serve 2-3 people. Soon it will have a wider range of desserts priced between Rs. 50–1000. The Indulge dessert line will include Lemon, Chocolate and Carrot cakes, Belgian Chocolate Brownie and two types of Muffins. In addition, Indulge will now feature exquisite range of desserts, both eggless and with eggs, by these talented bakers and bakeries.
What is the number of orders that you get presently?
We get 1000 orders on an average.
Tell us about both the models which Innerchef is offering to the customers?
InnerChef offers meals in two formats i.e. Ready-to-Eat and Ready-to-Cook. Ready-to-Eat is ready to be eaten up and Ready-to-Cook range is more suited for home-cooking where InnerChef does all the legwork right from washing, chopping and prepping all the ingredients, salad dressings, spreads, sauces etc. and one just has to simply follow the recipe.
What is your expansion plans?
As we are fastest growing company, started in Gurgaon and now expanding in different cities-Bengaluru, Chennai, South Delhi, Noida and by 31st March 2016 we will set up seven kitchen in the metros (Bombay, Delhi and Bengaluru).