The 10 Best Customer Friendly Food Startup in India 2018

1. www.insightssuccess.in August 2018 CUSTOMER FRIENDLY FOOD STARTUPS IN INDIA T H E Best Ankit Mehrotra Co-founder & CEO Sahil Jain Co-founder Nikhil Bakshi Co-founder Vivek Kapoor Co-founder Creating a Seamless Dining Out Experience f? ?e Diners

4. Editorial I ndia is known for its unique and exotic spices, cooking style and food preparation methods, and and Indians are always known by the title “Foodies”. Ever since the concept of civilization arrived, food and cooking has was always been a part of the household chores and was mostly participated by the females of the house. But with the international influence, modernization, urbanization and hectic lifestyle, India has become one of the most updated places for mouthwatering dishes with great business plans and ideas to reach every corner of the country/world. Today, India is also a popular food hub of the world. The rise of entrepreneurship in India is curving the path for unique ideas of food business. Getting out of the typical restaurant culture; pubs, bars and cafes are now available in almost every nook and corner in cities and towns. The delivery services, which are paving ways for great ventures while keeping it up with perfect timing and cordial gesture of the delivery boy, making it available anytime even in midnight when suddenly the hunger strikes us. The food apps are making lives of millions more comfortable assuring the service and information in the oddest hours. The Boom in Indian Food Business and the Importance of Infrastructure Another section that is very niche in food related business is healthy and diet food and the business of the chains and suppliers are getting limelight very recently. As the urban population is most prone to lifestyle diseases and is more conscious about health, some entrepreneurs are targeting them keeping in mind their needs and demands. Different demands and prospects are making India a potential market for different food business and as a matter of fact, there are a number of initiatives being taken by the youth to bring out something new and out-of-the-box concept to satiate the youth expectations. Food business not only comprises of eateries now, it has gone far beyond. From organic food items to muesli and other health crops to service providers to the restaurants for a better management, has brought in a revolution in the industry. The roadside food stalls have also changed their style of selling and have increased the variety of items to offer. But India is still growing up on the infrastructure and business model when it comes to food startups. As this is rather a new business concept, there are a number of options yet to be turned up to reach the height. An emerging sector, the food startups are being one of the most profitable and most sustainable business sector, as with the increase of urbanization and upgraded lifestyle and with ‘more money in hand than time’ concept, India is marching towards becoming the next big food hub, where tradition, innovation and business ideas will merge in the most harmonic manner. Shweta Priyadarshini Shweta Priyadarshini

5. Editor-in-Chief Pooja M. Bansal Senior Editor Shraddha Deshpande Managing Editor Executive Editor Rajarshi Chatterjee Shweta Priyadarshini Contributers Nibedita Chanda Sayali Rane Art & Design Director Amol Kamble Co-designer Sapana Shinde Picture Editor Alex Noel Asha Bange Art Editor Visualiser Shweta Shinde Business Development Manager Akansha Garewal Marketing Manager Dhruv Apte Business Development Executives Tejaswini, Sapna, Ashwini Research Analyst David Circulation Manager Vivek Database Management Prashant Technology Consultant Swapnil Patil sales@insightssuccess.com August, 2018 Corporate Ofces: Insights Success Media and Technology Pvt. Ltd. Off. No. 513 & 510, 5 Flr., Rainbow Plaza, Shivar Chowk, Pimple Saudagar, Pune, Maharashtra 411017 Phone - India: +91 7410079881/ 82/ 83/ 84/ 85 Email: info@insightssuccess.in For Subscription: www.insightssuccess.in Insights Success Media Tech LLC 555 Metro Place North, Suite 100, Dublin, OH 43017, United States Phone - (614)-602-1754 Email: info@insightssuccess.com For Subscription: www.insightssuccess.com th Cover Price : RS. 150/- https://twitter.com/insightssuccess Follow us on : www.facebook.com/insightssuccess/ We are also available on : Copyright © 2018 Insights Success, All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from Insights Success. Reprint rights remain solely with Insights Success. Printed and Published by Insights Success Media and Technology Pvt. Ltd.

6. 08 COVER STORY Dineout: Creating a Seamless Dining Out Experience for the Diners Articles 24 Food Talk Food Trucks: The Next-Gen Lip-Smacking Street Food Culture 40 Editor s Choice ’ Cumin: not Just a Spice, But a Boon to the Body 16 32 Interview With Insights Success CXO Standpoint The Indian Food Technology Scenario The Bohri Kitchen: Blending Tradition in Exquisite Platter

7. Aadvik Foods Bringing Health and Nutrition with Innovative Solution 20 28 CharcoalEats Food Tech Serving Delicious, Modern Indian Flavours Culinate Serving International Cuisine with Innovative Dark Kitchen Model 30 36 Farm2Kitchen Ensuring Organic Food with a Farming Revolution 2 38 Hunger Must Die Assuring Succulent Food with Gen Z Customer Service iMuvOn The Stalwart to Transform the Food and Beverage Industry 44 True Elements A Positive Approach to a Healthier Tomorrow 46

8. 1 The Customer Friendly F D Best Startups in India Food Startups Companies Curving a New Habit for Indians and Ushering a Great Business Prospect I ndians are known to be foodies. This subtropical country has always been booned by a variety of vegetables, fruits and most importantly spices! India is enriched with different cuisines and creativity when it comes to delicious foods. With the boom in entrepreneurship in India, a number of budding businessmen are being interested and inspired to bring out the best of the country ever got to end up in a cultural as well as business up gradation. This overflowing business market has influenced us create our latest edition, The 10 Best Customer Friendly Food Startups of 2018, and what could be more joyous to introduce Dineout, the restaurant reservation site as our cover story. This is the uniqueness of the food business has come up with that taste, culture and technology to blend together to be the next big business venture. Apart from Dineout, we are amazed with some of the food business that is not typical. Where Aadvik Food is introducing the world with the importance of camel milk, it is also hinting too unique as a business model. On the other hand Farm2Kitchen is introducing the organic food directly from our farmers. True Elements is all about healthy diet food and cereals to add a healthy food habit. Charcoal Eats is one of the most celebrated restaurants that focus on QSR model (Quick service restaurant) to focus on the customer satisfaction. This restaurant chain is being motivation to a number of food entrepreneurs. Culinate introduces the 'dark kitchen model’ where the entrepreneurs with small savings can easily create a good start., as this business is only comprises a kitchen and cooking stuff as it does not have any seating arrangements or take away options. Hunger Must Die is all night food service platform where one can get more than only food at nights, when options to get beverages or other basic stuffs become scarce. iMuvOn is the game changer being the service provider of the food business. Providing helpful and unique services from cleaning, to well-knowledgeable stuff to run the business smoothly has become to encouraging as a business model. Wegan Foods is one of those brands which takes care of the lifestyle diseases such as high cholesterol and type 2 diabetes by helping them quit dairy products. When it comes to the most convenient and affordable food delivery service, Jambho Food is the name that comes first in mind. This food service chain is currently working in Uttar Pradesh but wishes to spread all over India. Adurcup CEO Kumar Kushang has given his valuable time to throw some light on the very important issue of The Indian Food Technology Scenario and wrote an article for the magazine sharing his precious thoughts. The interview with The Bohri Kitchen is expected to offer and interesting read, as here we have come across the new category of cuisine and taste with the concept of in-house restaurant, which is run by the mother-son duo. Do not miss the vision of our in-house writers with their unique take on a very innovative idea of ‘Food Truck’ as a new style of street food and business venture, as well as the importance of spices, while focusing on the distinctive features and benefits of Cumin. Get ready to flip the pages and come across some extraordinary attempts in food business and a number of names to add to your next visit to some astounding food experience.

10. Cover Story Ankit Mehrotra Co-founder & CEO

11. 1 The Customer Friendly F D Best Startups in India Dineout Creating a Seamless Dining Out Experience for the Diners ‘ ‘ We help you create unforge?able memories w?h an exotic dining experience ‘ ‘

12. W one, some of life’s best memories are made around food. The experience of dining out, in particular, is a fertile ground for moments that stay with us for a lifetime. Despite innovations like credit card payments, the fundamentals of dining out did not change very significantly in the twentieth century. It was the perfect time to bring dining and technology together and one company has done exactly that. Meet the aptly-named Dineout platform. hether it is a quiet smile shared by two people across an intimate table or rambunctious laughter from a group gathered around a larger Dineout began operations in 2012 as an online table reservation platform. Within a month, they realized that the country wasn’t ready for an online-only solution and added a call center to cater to as wide an audience as possible. There was no turning back, in a little while Dineout raised a round of angel investment in the same year and got acquired by Times Internet in 2014. Further fine-tuning its prowess, Dineout strengthened its robust portfolio by acquiring Bangalore based company, inResto, India’s leading restaurant technology solution nestling the largest number of happy restaurant partners. A Stellar Start In 2014, a digital revolution swept India and Dineout launched its mobile app. Within a year, 20% of all the bookings they handled came through the app. Today, that figure stands at 95%. Dineout was launched in 2012 as a restaurant table reservation service based in New Delhi, India. Today, it is much more, including a curated restaurant guide and aggregated payment gateway. Over 1 million people across 8 metropolitan Indian cities use Dineout every month. Staying Relevant There is no shortage of online platforms that cater to dining but Dineout has succeeded in the arena while countless others have fallen by the wayside. Indeed, it is rare to find a They have a choice from the Dineout partner network of over 4,000 restaurants that is growing daily. The company gives them a holistic experience across a single platform, from discovery to booking to payments and even includes discounts. As is so often the case with the most compelling success stories, Dineout began as a simple but elegant solution to a frustrating problem. Ankit Mehrotra, the Co-Founder and CEO of Dineout had been living in the U.K. since 2002. He found it exasperating that it was so difficult to find decent restaurants whenever he returned to India. The same difficulty was shared by the other friends and now Co- FoundersSahil Jain, Vivek Kapoor and Nikhil Bakshi as well. Then they all took the initiative to make a difference and left their stable reputed jobs with the commitment to create Dineout and take the company forward. The founders were familiar with online platforms that addressed the issue in the U.S. and U.K. and were convinced that India's increasingly sophisticated diners would appreciate a similar solution. They all quit their jobs in 2010, and the two of them Ankit and Sahil returned to India, and all started working on their innovation in 2011.

13. company that is still growing from strength to strength after 8 years in the industry. advises Ankit. However, he also cautions aspiring entrepreneurs to not overcompensate and try to change too much at once. “There is a tendency to change models when something does not work; just be wary of losing traction while trying to cater to every client’s every whim.” When asked what the differentiator is, Ankit reveals, “Businesses have to realize that today’s fluid customer service environment, coupled with the wealth of choice for consumers, gives you very narrow windows of opportunity. It means that if you aren't nimble or if you lack the capacity to respond quickly, you will lose your audience.” “Our initial idea was very different from where we are today. Based on the Western model, we hadn’t anticipated the need for a call center. However, when the situation called for it, we established one within a month of launching Dineout. The overwhelming majority of our traffic came through that; if we hadn’t adapted, we would have failed.” Another important factor in Dineout's success is their holistic approach to the dining experience. In contrast to most competitors who are content to concentrate solely on the booking phase, Dineout extends the interaction to the entire dining journey. Ankit goes on to explain that no startup can predict exactly how the customer will react. His initial idea was to provide multiple products to restaurants apart from the reservation service. In 2012, that pitch did not work and Dineout directed its focus to the B2C model. “Perseverance is the key. Solve the problem instead of changing the entire model.” Now, the environment has changed and many of their partners specifically ask for products like table and customer management systems. In response, Dineout seamlessly integrated those capabilities when the market created itself. The integrated payment option rewards users with discounts for booking and for paying through the app. In addition, diners receive in-app earnings that can be used for subsequent payments. In all, a Dineout user can save up to 50% on every single bill, every time they dine out. The company applies the same philosophy to its dining customers. When they asked for a phone booking service, Dineout obliged. When there was an explosion in digital and mobile access, Dineout launched their app which is now responsible for almost all their traffic. Not only does this keep users returning to the app, it foments loyalty to Dineout’s partner restaurants. Geared to an Evolving Landscape “India is huge and its demographics and cuisines vary widely,” says Ankit, “but we all share a common close bond with food.” As consumers constantly scout for various offers and discounts, catering to that market also became imperative for Dineout. Dineout's B2C product, Gourmet Passport, is an annual fine dining membership programme that offers 1+1 on main course, drinks and buffets at 450+ restaurants across Delhi, Mumbai, Bangalore and Hyderabad. Members can avail up to 3 coupons at a restaurant which enables them to 3 complimentary dishes and drinks at a restaurant. While this provides ample room for Dineout to grow, the company also has to contend with how the social structure continues to evolve. “In the past, eating out was an occasion, usually a “Always listen to the customer and evolve with them,”

14. “Conversely, Dineout emphasizes on customer loyalty and also does not use investors’ funds to provide discounts. Instead, restaurants themselves give the discounts because they know that it builds customer loyalty. We support them with a great platform and experience, and resolve every customer issue in a timely fashion.” celebration. Today, as more people move to large cities away from their joint families, there has been a sharp increase in single-person households and nuclear family households where both parents work.” “The net result is that people have more disposable income but less time - going out to eat has become the norm. It is a recreational pursuit fueled by a desire to discover new cuisines and explore new cultures.” Continued efforts led to Dineout finding an end to end solutionthrough its B2B arm, inResto, which holds expertise in bestowing simple tools that help F&B businesses to capture & analyze diner data on a daily basis. inResto stitches together restaurant side to the diner side by streamlining the restaurant operations from valet to valet i.e. from the time the diner reaches the restaurant to the time when he leaves the restaurant at the end of his dining experience. The inResto interface has been painstakingly designed to speak the language of the Indian restaurant manager. From helping them manage waitlists during peak hours, to capturing feedback for actionable insights to aggregating the numerous delivery orders and many more, inResto takes care of and addresses every hurdle faced by a regular restaurant. The world was far less connected in 2012 when Dineout was launched than it is today. In India, the growth in the sheer number of people with access to digital options in every aspect of their lives far outstrips most of the rest of the world. This shift presents huge opportunities to the food technology industry. “As a country of over a billion people, India has approximately only one hundred thousand affiliated organized restaurants. Compare that to the U.K. which has less than ten percent of the population but seventy thousand such restaurants,” Ankit says. Dineout’s innovative approach has been recognized not just in the food tech industry but also in the business and startup world. “The potential is immensely promising and we are on track to realize it.” It was named an Influential Startup in 2013 and was awarded the Entrepreneur of the Year award by the U.K. government in 2016. Ankit’s cherry on the cake moment remains “The Pitch” season 3 on Bloomberg TV where he got positioned second amongst numerous interesting entrepreneurs. Ethics are Always in Fashion Dineout is one of the oldest players in the Indian food technology space. Ankit is very candid when asked why Dineout continues to prevail where so many have come and gone. This year, Dineout has been named one of India’s emerging global companies “India Emerging 20” (IE20), selected by a London-based initiative which aims to help innovative Indian brands expand into the U.K. market. Interestingly, Dineout has also been awarded by The Department of International Trade, UK, as one of the best tech companies from India and will be assisted by the UK govt. to expand. “Ethics,” he says, simply, “Dineout has built a sustainable model that does not manipulate or exploit its investors.” “Many of our old competitors did not respect their investors. Their approach was to use invested money to fund discounts. Unfortunately, that business model cannot be maintained perpetually. When the funds dried out or when the discounts stopped, their customers abandoned them.”

15. Amidst the accolades, Dineout has not lost sight of its ideals. It is active with Corporate Social Responsibility, working with food-based charities to organize food drives. The company partnered with celebrity chef Kunal Kapur and the India Food Banking Network (IFBN) on the #FeedASmile initiative, donating money for every booking made through their platform their partners the ability to maximize revenue and profit by using technology. Dineout has always had its ear close to the ground when it comes to food trends in India. Japanese cuisine has soared in popularity of late and they have been quick to partner with the best establishments to give Dineout patrons the flavors they crave. Embracing Unpredictability When pressed on the future, Ankit is pensive. “Five years ago, it would have been impossible for me to have predicted where we are today or to anticipate the journey we would take to get here. Similarly, it is hard to visualize where we will be five years in the future.” These trends may come and go but one thing is certain – Dineout will always be there to help you carry on your love affair with food. However, he does have a vision to expand the number of partner restaurants from 4,000 to 25,000. The company is also considering widening its customer and restaurant base outside India. There are plans currently underway to give

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17. 1 The Customer Friendly F D Best Startups in India Management Company Name Brief Hitesh Rathi, Founder & CEO, Shrey Kumar Co-founder Aadvik Foods is bringing business with health wellness to introduce a better way of getting milk benefits escalating food business standard. Aadvik Foods aadvikfoods.com CharcoalEats is quick service restaurant chain that serves a wide range of beautifully crafted delicious Indian food, with a special attention towards quality. Anurag Mehrotra CEO CharcoalEats Food Tech charcoaleats.com Culinate offers light, nutritious and wholesome ready to eat meals and International breakfast to the health and taste conscious customers. Culinate culinate.in Rajiv Kumar Founder & CEO Ankit Mehrotra Co-founder & CEO Sahil Jain, Vivek Kapoor, Nikhil Bakshi Co-founder Dineout dineout.co.in Started as a table-reservation service provider, Dineout is now a curated restaurant guide and aggregated payment gateway. Farm2Kitchen is an Omni-channel platform connecting farmers and consumers for encouraging and ensuring organic food for the best. Seema Dholi CEO Farm2Kitchen farm2kitchen.com An all Night Delivery restaurant, that comes with customized services and personalized food to make food experience a unique one to stay ahead of the competition. Hunger Must Die hungermustdie.com Varun Anand Founder & CEO iMuvOn is a swiss knife for restaurant/hotel industry one stop shop for all their needs from automation, employees and purchase to services at a B2B price. Mohd Shahnawaz Khan CEO & Co-founder iMuvOn imuvon.com Jambho Food is one of the most efficient food delivery services which is very popular in Utter Pradesh and is in a target of achieving a great market in all over India. Jambho Food jambhofood.com Madan Mohan Soni Director Puru Gupta , Sreejith Moolayil Co-founder & CEO True Elements true-elements.com True Elements is the biggest urban venture to provide a healthy food habit to the health conscious people for a better lifestyle. Wegan Food is being the best solution for dairy free pantry and offers highly nutritious food products which are the perfect dairy alternatives. Wegan Foods weganfoods.com Kinjal Darukhanawala Founder

18. Interview with Insights Success The Bohri Kitchen: Blending Tradition in Exquisite Platter August 2018| 16

19. Munaf Kapadia Founder August 2018| 17

20. I for a healthy & happy mind. Here is a family, who is trying to bring their authentication on food through a unique way possible! What can be better than eating a great meal with some cultural recapitulate at a very homely atmosphere! The Bohri Kitchen (TBK) is one of those innovative additions that add up to the taste bud with the authentic experience of Bohri food. It is named after the community, known for their excellent and cuisine, communal unity and cultural distinctions. Based in Colaba, Mumbai, the Headquarter is nothing else but the residence of the Kapadia’s where the mother-son duo has taken the initiative to come up with the cuisine; the world is yet to acknowledge. In an interview with Insights Success, Munaf Kapadia, Founder of The Bohri Kitchen gave some perceptive answers highlighting the influences made by his company to take wellness programs to a new level. ndia is known for its culture and traditional food all over the world. But still there is a lot left to introduce to the international platter. Food is all that is required verticals – Dining Experiences, Home Delivery, Catering & a new stall at The Flea Bazaar café in Kamala Mills. 2.Brief us about the Founder/CEO of the company. What kind of ethics, principles and manner of working does he/she observes while running the business? Munaf Kapadia founded The Bohri Kitchen 3 years ago with his mom Nafisa Kapadia. At that time, Munaf was working with Google and had a very bright future with the company. Nonetheless, the universe had other plans for him, what started as an arbitrary thing to keep his mother busy went ahead, gained momentum and a bit of press. Munaf realized that there is a gap when it comes to Bohri food in the market and TBK can actually turn out to become a business which is scalable. That’s when he left his fancy job at Google and become a full time Chief Eating Officer at The Bohri Kitchen. Today, along with his team, he has set up a delivery kitchen which delivers all across the city. TBK also does caterings big and small and yes, the home dining experience still happens every weekend. Munaf attempts at getting standards and procedures in place as he wants TBK to move from the startup phase and become a company which has systems in place to ensure consistency in sales. Another principle followed by Munaf is being transparent with the team. The team should be a part of your journey and should know about it’s position in the market at all times. 3.Please tell us about the business model you follow that makes the brand unique in the mid of cut throat competition. 1.Kindly brief us about the company’s initial days. Enlighten us with the foundation story and the brief details of the initial days. The Bohri Kitchen started as an anti-product with no intention whatsoever to make this into a full-fledged business. It started one afternoon in our Chief Eating Officer’s living room when he got into an argument with his mother regarding who deserves to watch television. Munaf had to think of ways to keep his mom busy and happy at the same time. That was the inception of The Bohri Kitchen. It all started with one random mail and a group of 7-10 people who came over to his house for their first Bohri meal experience. The word spread across the town and in no time, Munaf Kapadia’s weekends were occupied hosting people in his house. Today, after 3 years, TBK operates on 4 Being a startup we are still trying to set a business model in place, nonetheless, what helps us stay ahead of the curve is the fact that when we deal with customers, we become the customer, this helps us understand them better and constantly evolve. TBK is a brand made by the people and August 2018| 18

21. 6.Advise for the entrepreneurs who are trying to embark in the same field. hence it is very important to always keep them happy and keep their convenience on priority – this is what gave birth to The Travelling Thaal where we bring the signature dining experience to you at a venue of your choice and the bit where we have made our delivery kitchen capable enough to deliver across the city. Also the USP lies in the fact that as a brand, TBK is very personal and approachable. Do your research well. While it might sound very fascinating to take the plunge and follow your passion, don't do that with a band on your eye. Do your research, analyze what you’re getting yourself into. Calculate an opportunity cost and most importantly choose the right people in your journey – by people we mean your team and your mentors. 7.The accomplishments and acknowledgements of the company. -Forbes 30 under 30 -Times Food & Nightlife Award for The Best Bohri Restaurant -The Midday Guide Rising Star Award -CondeNast’s list of 50 people who Influence The Way The City Eats. -Entrepreneur Magazine’s 35 Under 35 list. 4.Tell us about the business policies, the And more! agendas and customer services you provide. 8.Share your views on “Healthy and Hygienic Food in an Affordable Price” We are in a process of building policies but as mentioned above, we are constantly trying to ace it with our customer service, which means we have a standard procedure when it comes to doing feedback calls to our customers and also working on their feedback very seriously. We believe, this is how we will grow as a brand. Also, when it comes to our home dining experience, we have noticed the C-sat (Customer satisfaction) is the highest as people come over to our home and have the food made by my mom. If you were to ask this question a couple of years ago, I’d say it’s a myth. We all know that food which claims to be healthy is always a tab bit expensive than others. But now, it’s a different case altogether, there are conclaves and committees who’s role is to ensure that today’s customer get the best, healthy and hygienic meal in an affordable price. There are dedicated companies like Equinox which run health checks and audits. It’s very important that the consumer today is educated about where their food is coming from. As being a part of the hospitality industry, we think it’s our duty to educate the consumers as well and follow ethical standards for producing food. 5.Brief us about the future of the company or the goal it has set to mark its uniqueness in future. Please share with us about the current industry scenario from your perspective. The goal or vision for TBK is to saturate the city with Bohri food and actually become synonymous with it. After the city, TBK intends to cross borders, nationally as well as internationally. The current industry in our perspective is very diverse and open to experimenting with food and culture. A decade ago people were not as well travelled and had a limited view point when it came to food. Nonetheless, it’s all taken a 360 degree turn now. The current industry is very demanding but that’s what makes the journey very exciting. TBK as a brand is also evolving with its services – not when it comes to food as we intend to stick to Bohri food and not dilute the brand that way. August 2018| 19

22. Aadvik Foods: Bringing Health and Nutrition with Innovative Solution W Foods has come up with the next level solution for a great health and protection from a lot of diseases, about which the majority of the world is yet unaware of. Aadvik Foods laid its foundation in the CPG industry with the product - Camel Milk. This path- breaking initiative brings camel milk as the perfect solution and a substitution of the common use of cow milk. People could hardly imagine of such a unique concept of business that works in a different field and with a wellness initiative. hen the world is too much worried to get the proper diet and nutrition, Aadvik Initiation of the Unique Venture focus for the long-term vision, and he is not wrong in his endeavor. Started as a topic of discussion among friends on how camel milk is sold in middle-east and how effective the business plan can be in India as well. The team has come a long way since then. Hitesh Rathi, the Founder of Aadvik Foods is a B.Tech from Punjab Engineering College, hails from Bikaner, Rajasthan, had a keen eye for the innovative idea. He was lured by the business of camel milk. A young and enthusiastic personality of Hitesh makes it possible to manage such a unique business plan and to make it a successful one, especially in India, a country where people are too skeptical about it. He believes in having a positive attitude and always has the Soon after a few months, Hitesh was joined by Shrey Kumar as the Co-founder of Aadvik Foods. He has done B. Tech from Delhi College of Engineering and PGP from Indian School of Business. He believes in a mix of democratic and autocratic leadership to manage teams. He is always optimistic towards his business and follows business ethics as the principal guide for everyday dealings. Experiments to Make a Difference “We are the first, best in its class company, to provide this unique and highly beneficial milk to each and every Indian household.” The business of milk is not an easy one, and that is to of an animal, the entire country is unaware of the August 2018| 20

23. 1 The Customer Friendly F D Best Startups in India goodness of it. The preserving and maintaining its health grade becomes a challenge, as the distribution of camel milk in the entire country and outside is difficult as the production part is strictly confined to only one or two states. Aadvik Foods dealt the issue of preserving the highly perishable product. “We sell it in frozen condition. Although we have been able to set up cold chain logistics in major cities for frozen milk, we are able to deliver Freeze Dried Camel Milk Powder to each and every corner of the country.” Hitesh accepts the second biggest challenge was to break the misconception and paving the way for business. People of India are still skeptical about consuming camel milk, where it is actually of great health benefits. The team of the brand is focusing greatly on increasing the awareness to get positive results in diseases like the Autism, Diabetes, Lactose Intolerance, and Height growth etc. “Within 2.5 years we have been able to create a new market in the country for such a unique product. From one to two to now a team of more than 35 people in a bootstrapped startup is what we think we have achieved best so far and obviously being profitable also. Positive feedbacks from almost every customer have been a major confidence booster for our team.” Hitesh Rathi Founder & CEO Shrey Kumar Co-founder “ We are the first, best in its class company, to provide this unique and highly beneficial camel milk to each and every Indian household ” Recognition to Become a Path-breaker Aadvik Foods has become one of the major entrepreneurs to bring innovative ideas and health benefits on the same platform. The brand has owned a number of awards and recognition for their unique effort. It is the first Indian company to process, brand and market Camel Milk and Camel Milk Products at pan India and International level. Very prominent in almost all e-commerce platforms and has also hit the international market and is a prime seller on Amazon USA. Featured in Foodhall of future group, Aadvik Foods has also won “Bootstrapped Busines of the Year” in STARTUP AWARDS 2018, “Social Impact Sector” award in Tech 4 Raj organized by Start-up Oasis (RIICO & CIIE). The brand is covered in multiple media channels and leading food magazines. Aadvik Foods is a recognized Startup by Government of India and Registered in MSME. during office hours for all the awareness, doubts, and grievances related to the products or orders. Future Conviction The Services Creating awareness about healthy food in the country is a major task. People generally look for cheaper alternatives in the country but as consumer awareness has increased in the past decade, people have started spending more on better quality food products, and thus the brand added “We have kept innovating new products and a few more are in the pipeline.” The brand works relentlessly on making the camel milk available for all and to spread the awareness to make it the first choice for the milk consumers. In the last one year, the brand has successfully achieved more than 1 lakh customers and their hardwork is really paying them off. They are the prime sellers of Camel milk and milk products and deliveries are done as soon as possible. Customer care is available August 2018| 21

26. Food Talk F sustain, food is something that has evolved and numbered through the fusions of different culture and new experiments. It has different statements regarding its quality quotients and taste, and when it comes to tasty food nothing comes in comparison to the street food. It is now a culture that has become a part of everyday life, especially in urban areas, and the latest addition to this segment is Food Truck. This next-gen feeding trend and mobile restaurant culture has become a great way of making money for business and even better way for the consumers to get food anywhere in the most convenient arrangement. ood is not only a word that denotes human sustainability; it is simply the most satisfying factor of human life. Being one of the three basic needs to • Another factor that works on its behalf is its availability in various odd locations; like near a concert, or weekend party spot, or near the stadiums of famous matches or outside college campuses! Success Stories from Overseas There are a number of success stories out there who have come up with this food truck idea. But none of the stories are there without the initial struggle. As a matter of fact these stories are actually the amalgamation of innovation and dedication which took the small budget business to shine and to earn substantial revenue. Food truck is very familiar thing where a mass gathering takes place, especially in office areas, colleges or events. But the moment these trucks and their food gets acknowledgement, it becomes a brand itself to get the invitation. Some such names are Seoul Taco, La Cocinita (“The Little Kitchen”) among many more. Where Seoul Taco came up with unique Korean and Mexican combination, La Cocinita is recognized for its Venezuelan-inspired Latin American street food. Such names are really inspirational for those who are looking for a great business idea in a food truck. The Reason Behind its Success The trend of food trucks is being very popular recently, for its superiority in its cost and the quality management. The reasons of its success are multidimensional. • As the business is based on a truck or certainly designed vehicle, the cost of this business is less than any established restaurant and thus, the price of the food is affordable in a food truck, without compromising the food quality. How Relevant for Indian Market • Secondly the pop up restaurant culture is psychologically very surprising, which adds curiosity towards the food and eventually adds to the business. • The trucks come in a very gorgeous and trendy look to attract the young and teenagers. While the overseas success rate for food truck is too high, India is still quite novice in this section. But this food truck business idea is not obscure as well. There are a number of such trucks which can be seen in metropolitan cities like Bangaluru, Mumbai, New Delhi and Pune; which are more into this business, but still the number of such initiatives is August 2018| 24

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28. esser in comparison to the other western countries. India is a great market for such businesses as the teenage and young crowd is quite a good number here who will surely be interested in such initiatives of food truck concept and will be interested in fusion food too. On the other hand the option for business expansion is quite high here, Food truck is a mobile concept and thus can catch the suburb market too. l Business Opportunity for the Entrepreneur Food business is one of the most profitable sectors for those who are looking to emerge in a new venture. A lot of experiments can be done with the food business and as for the food truck; it is quite unique to introduce to the places where it is not popular yet, especially in the suburbs. Thus, certain countries and areas are quite promising for the food truck business. Suburbs can be a great area for such business, as branded food or restaurant concept is still blurred here. This business does not require a great deal of money or infrastructure to initiate, kick- start food truck business is actually quite simple. The Future of Food Trucks Food truck business being innovative comes with a lot of opportunities. The fact is there are a great number of people who nowadays prefer to eat outside and restaurants cannot be available everywhere, they are usually situated in the most happening or crowded place, creates a great business opportunity for the food truck. These movable restaurants can go anywhere and provide food for the hungry souls, creating a business opportunity for the entrepreneurs. It is all about the creativity, innovation and a sheer hard work to satisfy the customers. What they need is moving towards the right direction to succeed in this otherwise budget friendly business sector. August 2018| 26

30. Serving Delicious, Modern Indian Flavours I tech-enabled, Indian Quick Service Restaurant (QSR) venture that delivers high quality, modern Indian flavors to its patrons. When it comes to delivering delicious lip-smacking food, there is not just one little thing that matters, it has to be a perfect amalgamation of numerous little things put together. processes and recipes, they could achieve this consistency and quality while eliminating outlet level dependency on chefs. ndia is a country of cultural and religious diversity and these factors are also very well reflected in its cuisine. This cuisine consists of a wide assortment of regional and traditional cooking that is native to the Indian subcontinent. It is a sheer image of the rich 8000+ years of history, which is evident from the dishes that we enjoy today. The range of diversity in soil type, climate, culture, ethnic groups, and occupations has had a substantial impact on the cuisine. The major components that come to the mind while talking about Indian food are spices and herbs. The classic sizzle of mustard seeds is common throughout the Indian kitchens. Charcoal Eats was instituted by Anurag, Krishnakant, Gautam Singh, the CTO, and Mohammed in September 2015, in Mumbai, after which there has been no looking back for this eatery brand. The founders have a very deep rooted philosophy which they abide by, “the food we serve to patrons is the same food that we serve our own children.” The Leaders with a Passion for Food The idea behind Charcoal Eats was put forth, when the duo Anurag Mehrotra, the CEO and Krishnakant Thakur, the COO, met Mohammed Bhol, the CPO. Bhol is a chef, with product expertise in biryani, and coming from experience serving at establishments across UK and India. The trio soon realized that there was no full-stack QSR venture for consistent, hygienic, and authentic Indian food to be served. Having had this epiphany, they realized that through standardized Distinctive Services & Wide Range of Delicious Food While taste is paramount, the company also cares equally for the wellbeing of its consumers. Each and every ingredient that goes into the food is carefully selected. Charcoal Eats has enforced a strict ban on use of harmful Thomas Keller once said, “A recipe has no soul, you as the cook must bring soul to the recipe.” This fact is clearly showcased in the food served by Charcoal Eats. Charcoal Eats is a August 2018| 28

31. 1 The Customer Friendly F D Best Startups in India additives such as MSG, preservatives, and colors. Food is made with high quality ingredients using stringent process and hygiene control in ultra-modern kitchen facilities. The company’s primary offerings are focused on full meals as well as all day snacking options at various price points, in dine-in, takeaway, and door delivery. At Charcoal Eats, delivery-based orders are an important component of its business. In addition to its direct channels for delivery orders (www.charcoaleats.com, Android & iOS apps, call center number), it has also collaborated with all leading food delivery/ aggregator platforms such as Swiggy, Zomato, Uber Eats, Foodpanda, and Dine Out to give the widest set of convenient options to its patrons. In addition to the consistently high quality &delicious food, customer convenience is the focus at Charcoal Eats - from multiple options to consume (dine-in, take-away, delivery), to ordering options for all age groups (web, app, phone number), to a wide set of payment options (cash, cards, wallets, UPI, net banking, Sodexo), to packaging that is designed for ease of consumption, on the move. Anurag Mehrotra Co-founder & CEO Awards & Achievements Charcoal Eats has already achieved the revenue targets, which it had set for the fiscal year 2018, with an 80% year-over-year growth. It has served over half a million customers in the last two years, with an average order value of approx. INR 500. “We aspire to be recognized as one of India’s top most QSR brands offering innovative, delicious, modern Indian flavors, at great price” The company’s Customer Satisfaction Rating is over 92%, resulting in a repeat business of 52%. It has been recognized by Radio City, a leading PAN India FM radio station, for its Excellence in Food Retail, in 2018. “Delicious, Wholesome & Quality Food at an Affordable Price” Charcoal Eats feels that access to delicious, wholesome, and quality, yet affordable food is crucial in a growing economy with high disparity in income levels. It works with this basic objective to provide customers with convenient access to delicious, wholesome, and quality food at a great price. The team at Charcoal Eats believes that it“should be able to feed the food we make, to our children, without hesitation”. They also believe that they should be able to offer consistency of taste and experience to their patrons across time and geographies. the nation. Being a part of this industry for the long term, it is focused on steady consistent growth with a strong emphasis on food and service quality at all times. Charcoal Eats has achieved wide-ranging consistency, be it taste, quality, portion sizes, and delivery which are major challenge for Indian QSRs. It currently operates with thirty outlets across eight cities, and plans to take the number to sixty outlets across ten cities by December 2018. These outlets will either be dine-in or express (take-away) formats, with both providing door delivery. Future perspective “Our vision is to be recognized as the most aspirational Indian QSR brand offering innovative, delicious, modern Indian flavors, at great price”. With this strong objective, Charcoal Eats serves August 2018| 29

32. Culinate Serving International Cuisine with Innovative Dark Kitchen Model F one feel better and happy. Thus having a sumptuous breakfast is always the key to a great start of a day. While a staggering 20 percent of working professionals skip breakfast, due to the non-availability of healthy, value-for- money food every morning, Culinate has come up to solve the impasse in the most extraordinary manner. and the trick is to satisfy them with varied choices that are cost-effective while authentic,” Rajiv says. The cuisines are designed to suit the average office goers and senior executives alike, who are looking to challenge their pallet and it is the fastest growing segment in Food Ordering. “We started with Soups, Salads and Sandwiches, then gradually expanded to Breakfast and Main Course. We now operate from 8 am till 3:45 am 7 days a week, across 5 locations in Delhi-NCR.” cuisines. The best part is, from the initial days of his venture Culinate, the confidence of Rajiv was visible, “Culinate started, when other famous well-funded Food Tech startups were failing.” ood has a deep connection with emotion and psychology, and it is quite a good reason to make The Rudiment of a Unique Food Experiment In November 2015 Culinate started with dark kitchen model which is exclusively a “Delivery only” food service business without any seating or takeaway facility. It started its journey with just one kitchen, six staffs and fifteen menus and has reached the status to serve 15000 customers with 250 menus from 30 countries with 50,000 orders, 75,000 meals and 80% repeat orders in 2018. It has a 5,000 sqft central kitchen that feeds to satellite kitchens and is in ‘On Demand Food Delivery’ business. “The idea of Culinate germinated from the fact that people want something new every day The Kingpin of the Recipes Culinate adds that extra pinch of consciousness while expanding. While designing the menu, the brand keeps in mind the countries Indians travel the most and the famous cuisines of the most famous eateries in those places. Then the brand looks at localizing the ingredients, cooking the sauces in-house to avoid expensive and erratic imported ingredients. The team has innovated on the temperature at which Rajiv Kumar, the Founder and CEO of Culinate, curated recipes from world-famous restaurants across thirty countries and used locally grown, mostly organic ingredients and delivered to the customers. He has been a Management Consultant in his professional life, but food has always been his passion; though it was restricted to only enjoying the different August 2018| 30

33. 1 The Customer Friendly F D Best Startups in India it cooks, as well as it takes care of the packing and the delivery of the food. The brand has priced very competitively, considering the quality of ingredients. The CEO believes it is the best time for Culinate to expand and it is launching their ‘New menu with a minimum order value of Rs 150.’ An Extravagant Platter for Foodies Culinate stands for honesty in ingredients. Most of the ingredients are certified organic. Right from the beginning, the establishment makes all its sauces in-house to reduce the use of chemical preservatives while modifying the taste as per customer requirements and all of them are 100% natural. The kitchen is steam cleaned three times a day, providing a chemical-free cooking environment. It is the third food company of India to deploy ultrasonic technology to clean vegetables and meat. The brand has started to use local ‘superfoods’ like millets which use 70% less water than rice and has 200% more protein to make recipes healthier and environment-friendly. Rajiv Kumar Founder & CEO The best part of Culinate is its unique menu and it is what sets the brand apart, as it focuses on Psychographics that helps to define the target customers. For Culinate, food is just not a source of addressing hunger pangs; it must bring variety as well to break the monotony. The brand constantly experiments with food and looking for ways to challenge their competitors and value the globally aware consumers who are looking for the quality experience even while ordering food at home. “When you eat from Culinate, you experience global breakfast in its utmost authentication and also contribute to the environment.” Rajiv adds “We are also launching the ever more exotic menu items and will entail ingredients like Black Pomfret, Atlantic Salmon, Crab Meat, Imported Pork, New-Zealand lamb and so on. We also have a Board Room Menu specially designed to cater to the high-end board meeting, these are specially designed meals with choices ranging from Vegan, Gluten Free, Dairy Free, to calorie and portion control meals.” Vow to Provide Health and Hygiene Apart from taste and variety, hygiene is also a factor, which Culinate always keeps in mind. Thus the team is well aware of the quality of ingredients and quality of Non Toxic packaging as well. It takes care of biodegradable packaging too, along with saving at least 25 liters of water every day through water portability, wastage segregation and composting the waste and so on. These are some of the ways it is contributing to the environment while serving the customers. by 100s of local restaurants with amazing offers and discounts and Culinate’s differentiation is the ease with which it manages the enormity of the menu and offer choices to the customers. What works for Culinate is the rising trend of eating healthy, more authentic and trying out new recipes. The brand has recently launched its first food truck ‘Culinate on Wheels’ for events and other touchpoints, and it has some more innovative ideas for the future to entertain their customers and keeping up with the expectations. Preparing for a Lip smacking Future Food tech as a viable entrepreneurial pursuit is back in vogue after a disastrous 2015 and 2016. Customer is now being chased August 2018| 31

34. CXO Standpoint The Indian F OD TECHNOLOGY SCENARIO August 2018| 32

35. About the Author Kumar Kushang is Co-founder and Chief Executive Officer at Adurcup Private Limited. Kushang focuses on developing innovative solutions to supply chain problems in this industry. He is a product developer by instinct as implementing solutions in real life helps him realize the difficulty of the problem. He lives by the mantra of "Try hard enough, so that you succeed”. Kumar Kushang Co-founder & Chief Executive Ofcer T that. The major roadblocks cleared by these so called F&B first generation startups were discovery, ordering and delivery. he Indian food and beverage scenario is huge, estimated today at about INR 400 lakh crore and is expected to reach about INR 550 lakh crore by 2020.The first phase of growth in the industry (from 2010-2016) was highly attributed to the customer consolidation and technology companies played a very important role in We see companies like Zomato, Swiggy, Dineout, Foodpanda, Uber eats etc, all did a fantastic job and has taken “the having food from outside” to a different level. Going forward the next disruption which seems on the cards is on the backend of a restaurant, which is about managing resources with optimal efficiency. August 2018| 33

36. Let’s understand a little bit more about what are the resources which a food company has to manage to derive optimal results. In food and beverage business the cost is divided mainly across four functions: 1. Real estate 2. Logistics 3. Management 4. Supply chain Today all these functions are handled manually which leads to inefficiencies like: Pilferage, delay, lack of standardization, clerical error etc. The major areas where most of the companies are working are in aggregating data to make the system more informed and make it much more transparent. Major advancements are made in building platforms to capture and bring these data points in all segments available to the food businesses, so that middle men could be eliminated and huge cost savings could be made. These platforms are using these data points to automate process on the backend of a restaurant. Even investors have realized the potential in B2B side of the F&B industry and huge money has been pumped in the last financial year (2017-18) in this sector, it is expected more companies and deal will be done in this financial year (2018-2019). While advance machine learning algorithms and neural network implementations still looks a far-fetched dream, but the basic infrastructure looks in place which will in turn enhance the supply chain efficiencies. With food norms getting stricter in the country , product mapping and quality control has also become very critical . A lot of companies are doing research in these fields, even block chain implementation is being worked to trace the grain one eats at a restaurant. With these advancement the actual “farm-to-fork” implementation could be achieve. US and China are much ahead of us in this implementation but India is catching up.AI is another field where the Indian startup ecosystem has contributed immensely, supply chain automation is on the cusp of a new beginning, companies like Bigbasket, Adurcup, Metro Cash and Carry are doing great in the supply chain area. The major change has been brought to the segment as companies started capturing the expense data and have found a way to connect with the sales data. Major roadblocks in this seems to be the integratbility of the POS (point of sales) with the expense side software, as soon as this happens the gates to AI based purchase is open. We are not far from the day the auto refill of stocks would start happening with zero manual intervention. Many leading POS companies have shown the will to accept the idea of integration with expense side players but its early days. On the other side, with reach and visibility being available to the restaurants, the focus has now shifted to create the right experience. The number of theme restaurants, innovation in SKU’s has increased tremendously and has been critical in retaining customers. Restaurants are open to try new ways to impress their customers and keep them interested as loyalty programs and discounts no longer remain exciting. Internet of things based experiences are not away and a lot of hardware innovations are coming in these fields. With all these developments the food and beverage industry looks to prosper to new heights with technology being the major driving force. August 2018| 34

38. Farm2Kitchen Ensuring Organic Food with a Farming Revolution W fruits or vegetables as those are mostly full of chemical fertilizers and pesticides, which can create havoc on human health. The worst part is such a frightening issue is not getting enough attention. With the futuristic idea of Seema Dholi, Farm2Kitchen has come up with an innovative way of delivering uncompromised healthy and organic food for the ultimate health benefits. Facing the difficulty to find good food in a developed country, she realized the problems faced by people in India. “This led us to the deep study of the agricultural systems, the market and the buying behavior of people in our home country” she indicates. price for their produce and also helping the consumers to get organic foods. e are living in a time when people have a second thought while choosing All Farm2Kitchen products are purest in its form, cultivated and harvested by organic farming as per the regulations of International Organic Production Standards. “The organic foods we offer are grown in organic farms which have rich soil, fresh water, and clean air, and so we’re committed to doing our part to protect the health of our planet. We make it our responsibility to take on important issues, like supporting organic farming practices and honest labeling, so you can be sure that the products you buy from Farm2Kitchen are authentic” utters Seema. Serving Organic Food with Convenience “Food is our common ground, a universal experience.” To serve people better in small towns and localities, Farm2Kitchen came up with Farm2Kitchen Stores, the retail chain for the easy availability of good foods. Seema shared her experience “We launched these stores in three states of Maharashtra, Gujarat, and Haryana and are working with a large number of farmers. We started helping them by exporting there farm produce to Gulf countries and Southeast Asian countries.” Today the brand is growing its agricultural business which is helping the farmers to get the right The Linchpin of the Healthy journey Born and brought up in Allahabad, Seema Dholi is a proud mother and an avid traveler, who has traveled a lot and has lived in the US, Japan and UK where she explored the benefits of organic food for a healthy lifestyle. The journey of Farm2Kitchen started in the year 2008 when Seema was looking for organic food for personal use in the United States of America. Incorporation and Initial Struggle Farm2Kitchen started the experiment of delivering fresh vegetables and fruits to few localities in Gurgaon in February 2011. The appreciation of the effort made the brand look beyond one city and expand its operations in August 2018| 36

39. 1 The Customer Friendly F D Best Startups in India multiple cities across India in January 2012, almost one year after its initiation. Seema joyfully declares, “We joined hands with one of the leading growers of organic foods in India to serve major cities and towns across the country. The move was challenging and rapid expansion was not possible as the grocery delivery is not a cake walk in a diverse country like India. We had our ups and downs during this journey.” The initiation is spreading at a rapid pace in India linking farmers and the consumers from other parts of the world as well. Farm2Kitchen is not novice in the game and that has reflected in its awards won over the years. In 2016, at the Digital India Summit Awards, Farm2Kitchen belonged to the Top three organizations in India in the category of “Good for India- Agricultural Solutions”. Healthy Food and Current Experiments “You don’t need a silver fork to eat good food.” The above saying is one of the most vital words spoken, when it comes to good and healthy food. Healthy food need not always be costly. India has a vast treasure of tribal diversity and traditional knowledge, and agriculture can sustain only if it has a long-term economic viability. Agriculture is the main source of employment for rural people, and Farm2Kitchen is marching to future, keeping all these aspects keeping in mind. Avoiding health issues and remaining healthy in a long run has become crucial. The excess use of fertilizers as well as pesticides and changes in lifestyle and in food habits are creating a number of health issues. Farm2Kitchen recognizes the situation and doing its bit to make a difference, in a way so that it can benefit the common people as well as the farmers. Seema Dholi Founder and CEO “Farm2Kitchen is driving sustainable agricultural to enrich itself by empowering farmers with balance use of indigenous knowledge and appropriate information added from outside.” Farm2Kitchen is working with farmers groups in the Western Maharashtra and has plans to extend the same across India to promote organic farming associations with the help of agricultural officers from Govt institutions and agronomists. Seema said, “We are trying to impart scientific knowledge about organic farming practices among farmers.” Encouraging the Budding Entrepreneurs Being such a successful entrepreneur Seema has an immense knowledge of making a small initiative a mammoth. Thus she proposes the entrepreneur to care deeply about solving a problem. “If you look around, you will find so many problems which still need to be solved. Focus on solving a problem more than anything, and the half war will be won” and the remaining can be achieved by dedication and intelligence. single hybrid platform. It is a secure and incorruptible infrastructure, as all actions are registered in a Blockchain. Farm2K Blockchain is the brainchild of a highly proficient team of experts with a wealth of experience in Agriculture, Food Distribution and Technology industries. The idea is to empower smallholder farmers by providing them the data to plan the crop right, thus improve their revenue, enable them to provide better value to consumers and reduce food wastage due to oversupply, and to curve a better and healthier tomorrow. Foreseeing a Healthy Future Farm2Kitchen is introducing Farm2K Blockchain platform, utilizing the Blockchain technology of distributed ledger and smart contracts to bring all the participants in the supply chain including the farmers, transporters, distributors, processed food brands, wholesalers, retail stores and other food outlets on a August 2018| 37

40. Assuring Succulent Food with Gen Z Customer Service H from the rest with some exceptional ideas. When online food has become part of urban sustenance, only varieties in food and decor cannot save the game. The most important part is to understand the customer requirements, to get a good hold in the market. Among the list of outnumbered brands, Hunger Must Die is making a difference with its extremely customer oriented services and lip-smacking food. This ‘delivery only’ kitchen is at its services, in the odd hours of midnight to help out those who want food in the most exceptional situations. entrepreneur. He had some exceptional ideas when he started his dream project in March 2015, and as a true visionary he says, “We wanted to brand us as the ‘All night Solutions’ instead of just being ‘All night food service’.” with the ‘try till you die’ attitude and zeal to stay in the run, Varun has come a long way since the start. unger Must Die is one of those unique establishments which want to be different The brand started with the basics with around 50 items at first and now offers bigger and better options with different cuisines including Indian, Mughlai, Italian, American and Chinese, with over 200 unique menus and infinite customization options to choose from. Hails from a businessmen and lawyers’ family, Varun always had a keen target for a new business venture. He took a long time in his preparation before starting HMD. He looked out for new ideas and services, and what more can be done to make a difference in service business. To know the business from the scratch he learnt to cook, and for other knowledge took help from Google. He even assisted some of his competitors in the initial days to get himself on his toes. Hunger Must Die has a strong base of over 800 regular customers and around 1800 new customers add onboard almost every month. These figures are rich testimony of the success of the brand. Staying Uniquely Competent Standing tall amid a tough competition is all about upgrading and updating itself adjusting on the market demand. HMD knew from the initial days and had always walked on that trail. Tying The Groundbreaker An ‘out of the box’ thinker Varun Anand, is the Founder and CEO of Hunger Must Die. He is one of the fertile brains who know how to make a difference as a next generation Marching with Zeal Varun says the initial days were not that simple and to sustain the competition was a great challenge. But August 2018| 38

41. 1 The Customer Friendly F D Best Startups in India up with Zomato and Swiggy to enhance the business and to add visibility was one of the many attempts which gave the business a positive boost. Marketing the brand is another aspect of getting into limelight which worked for it and Hunger Must Die is perceptible now through online banners, Google keywords and SMS campaigns most of the year round. Their Facebook page has more than 4.8K likes. Varun has always been appreciative to the efforts of his team and stuffs. As a matter of fact, he is very easy and friendly with them to get the best out of them and he always tries to create the fun environment in the kitchen too, to make the work fun and energetic. Counting the team the pillar of his success, he has proved himself as one of the best entrepreneurs who believe in the cumulative growth rather than an individual success. Focusing on the utmost services has kept Hunger Must Die in a very unique spot. He believes in the hassle-free refunds and replacements, discounts to regular customers, membership cards facilities (Black and Gold, and Gold is for the customers with more than 20 orders), keeping exact change for seamless cash on delivery services, tracking order facility and so on. He adds gifts like Chocolates, pens, and coupon, with orders and maintains Premium give-out menus as a little extra effort to impress the customer and connect with them better. The Advice of the Benefactor As a first generation entrepreneur, Varun has acknowledged the fact that there are few brands which stand the test of the time to reach the status of the successful business. Thus for the future entrepreneurs, he has some great advice to stand focused and he says, “Start with what you have, as I started with very limited resources, and when the cash flow starts, strategically use it for marketing.” He suggests that it is very important for an entrepreneur to value the money and he always prefers to spend it on quality of the products, service, and marketing rather than property and show-off kinds of stuff. Varun Anand Founder & CEO “Aiming at providing Home Quality, Restaurant Experience” clear how HMD is the GAME CHANGER’. The brand is also featured in various food-blogs which wrote about its success. It is very important to provide healthy products while taking care of the cost and budget to keep up with the business, and thus it is crucial to bargain and make the deals properly with big FMCG and supplying companies; at the same time it is important being strict with the stuff to maintain the hygiene. Future Aspirations Taking Hunger Must Die to the zenith of success is the sole motive of Varun and he is marching slowly towards success and one of the successes is proudly announced by him, “We have now obtainedthe license to operate 24/7”. With time he has some more plans to conquer the food startup market and to be an example for the budding entrepreneurs and the toughest competition for the competitors. Appreciation and Acknowledgment The brand has featured in “The10 Best Food and Beverages StartUps 2016” in the Silicon India Magazine November 2016 and in The CEO Magazine, Cover Story of December 2016. It has also become the Cover Story of StartUp City Magazine, of January 2017 that highlights ‘With figures such as 80% repeated customer base, something unheard of in the F&B industry, it’s August 2018| 39

42. Editor’s Choice not Just a Spice, But a Boon to the Body I give a very spicy cuisine experience. One cannot deny that Indians use a lot of spices, but only few know that all of them come with great medicinal values. All the spices used in Indian cooking may be suggesting the importance of them and it is a hint that one must consume them, for different health benefits. It is like a unique way of our ancient forefathers to teach the value of the spices. Thus there are reasons to choose to talk about the spice Cumin here, as it is one of those spices that come with a number of medicated importances. ndian food! These words have a too much exotic effect on foreigners, as most of them have that clichéd idea that Indian food is all about ‘too many’ spices that can Cumin Seeds: what do we know about it? This apparently ‘simple looking’ spice is very powerful in its own way. Originated from the Nile valley, this medicinal spice can be found in the tropical parts of the continents of Asia and Africa. Apart from India, countries like Turkey, Morocco, Egypt, Pakistan, Sri Lanka, Sicily, Malta, Cyprus, China, Indonesia and many more, are likely known to grow cumin. It is not that cumin is only popular in Indian cuisine. In Mexican food too, the use of this spice is very well August 2018| 40

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44. known. Currently, this spice is being widely used in different cuisines all over the world. In fact, it is quite surprising to acknowledge that, this is the second most used spice in the world, after black pepper. With the fun-facts regarding this spice, let us move to the most important part of the topic which is the medicated power of this seed. Cumin is known to be very rich in minerals, along with vitamins A and C. This seed is high in antioxidants and thus capable to fight powerful germs. Here are some of the medical cures of Cumin that will startle to know that such an inculpable spice can be capable of taking care of a lot of health issues and even fighting some of the deadly diseases. Cumin for Different Diseases Here is a list of health issues and deadly diseases cumin can control with expedite. Digestion: The enzyme present in cumin stimulates the saliva production and the digestive fluids which are the perfect remedy for digestion. Cumin also helps in dealing with bloating along with colic or diarrhea. Immunity Booster: Cumin helps for the betterment of immunity. This seed keeps immunity strong for the better health, so that your body gets ready to deal with any harmful germs and a cough, common cold etc. Asthma, Bronchitis and Cold: The enrichment in vitamin C adds to the antioxidant that eventually deals with cold and more complicated symptoms of Bronchitis and even Asthma. It has a stimulating agent called caffeine and essential oils as the disinfectants. Expectorant of cumin eases the mucus and phlegm which helps to get rid of cough, every time the patient sneezes or spits. And it also helps to cure the disease of the core. Insomnia and Sleeplessness: The essential oils of cumin add as a relaxing agent, that casts relaxation and it also works as an anti-depressant to deal with insomnia and helps you sleep better. Skin Benefits: For skin issues like wrinkle, dark spot or dullness one can use this spice for betterment. The richness in vitamin E, the disinfectant and antifungal agents help cumin to handle different skin issues. Anemia and Menstrual cramp: Cumin is full of iron components making it one of the major natural cures for anemia. For women dealing with the excruciating pain of the menstrual cramp, cumin can be a great help for them. It also helps to maintain the menstrual cycle. Weight loss and Cholesterol: The leading health issue of the world, obesity, can be handled with ease with cumin. The daily but limited use of this seed increases the metabolism rate of the body and it detoxes the body too. Cumin can also combat the LDL or “bad” cholesterol and triglyceride levels to control the cholesterol level of the human body. Diabetes: Known as diabetes medicine, the research suggests that the seed components help to reduce AGEs that controls the type 2 diabetes. It controls the insulin level to prevent organ damages due to diabetes and helps to control the disease with minimal malice to the organs of the patients’ body. AGEs are responsible for the damages of eyes, kidneys, nerves and small blood vessels’ due to diabetes. Though there are number of information those are yet to be concerned of, for the proper medication of cumin for diabetes, the current research is too hopeful regarding cumin being a potential medicine for diabetes. Cancer: Thymoquinone, dithymoquinone, thymohydroquinone and thymol are those anti-carcinogenic oxidation agents; which cure fatty acid of the arteries that leads to clogged arteries and colon and breast cancer. The researchers are still working on the doses and the procedure to use cumin seed to get the ultimate medical benefits. But the possibilities are soaring high, to encourage us to use this spice in our cooking for a wholesome protection from different difficult diseases and regular health problems. August 2018| 42

46. The Stalwart to Transform the Food and Beverage Industry A best facilities creates the room for a grand market. While India is currently witnessing a boom in the restaurant and food delivery business, a one-man army got a unique plan to go one step ahead and become a visionary to embark on a new idea. It became the efficient service providers of the restaurants, to save them from the difficulties they face in their business. With the different outlook and approach to get a market from the F & B industry, today Mohd Shahnawaz Khan is the one-stop solution with his B2B service provider venture iMuvOn. iMuvOn is a mobile and web-based platform that enables good business comes with a unique idea and the importance of providing the restaurants and hotels to help with raw materials, trained employees and other technical services. not easy to be the pioneer of any venture and the startup idea was absolutely out of the track for him. However he rejoices the moment of getting his first customer even now, and says “I still cherish our initial few days when we reach out to restaurants with our product and when finally we got our first customer.” The issues iMuvOn faced were majorly getting right set of employees along with other issues like not getting timely repair servicing workforces, purchasing of goods at a reasonable price etc. However, despite all these odds, the brand has now emerged as a successful startup and is achieving newer heights of excellence. The Thinker who made a Difference The CEO and Co-founder of iMuvOn, Mohd Shahnawaz Khan is someone who has a profuse knowledge of food and beverage industry and has a number of restaurants which he is running with a flair for last seven years. While running those restaurants, the idea clicked him to initiate a new business venture to provide helpful solutions to the other restaurant and hotels. When he came up with the idea of Food-tech startup in 2015, he had to deal with some initial thwarting. It was August 2018| 44

47. 1 The Customer Friendly F D Best Startups in India The Divergence iMuvOn Creates The earlier concept regarding food was whatever is ‘Healthy and Hygienic’ must be too pricey, and vice versa, is an obsolete thought now. And a few online Foodtech brands like Fasoos, FreshMenu, Yumlane etc. have completely changed that view. Thus, the services from a brand named iMuvOn have become too important. iMuvOn offers the best services and best products , to curve its path for future endeavor, along with keeping it up with the value factor. But only providing a service cannot be counted as a good business. To be the best from the rest, the business should be more than just providing services and should be more customers centric. As a mobile and web-based platform, iMuvOn offers fresh and grocery products almost at a wholesale price to the hotels and restaurants. Along with that, it provides the facilities like AC repair/services, Gas range repair/services, Pest control, Electrician, Plumber, Carpenter, including automating the restaurants through their digital menu and manage table, order and delivery from one place at unbeatable price. They also help to hire employees quickly from the pool of employees looking for jobs only in F&B industry through chat, call or video call. Mohd Shahnawaz Khan CEO & Co-founder iMuvOn focuses on these aspects and in the process it creates some level of personal relationship with the customers and checks periodically whether everything is going all right and if they need any help. Such honest approach and dedication has kept the brand going for three years now and creates the prospect of more glorious years ahead. “ Trusting the ability and commitment towards the business, is the only way to be successful! ” The Wisdom and Knowledge for the Newcomers With a great endeavor comes great responsibilities and Shahnawaz is acquainted with the reality, as he has faced certain difficulties in his initial days. And being a market pro he encourages the interested entrepreneurs to be calm and keep patience, if they want to make it big in food and beverages’ industry. While the number of restaurants and hotels are increasing at a lightning speed the provision for the B2B services will enhance rapidly in the coming days. But success is not a fairy tale, one has to be a hard worker and need to gain the confidence and support of the customers to be the dark horse of the game. Shahnawaz believes that ‘Honesty is not the best policy but Honesty is the only policy’ and he suggests the newbies in the field to adapt the quality to survive in the long run. establishment. But as quick success is a game of novice and iMuvOn is aware of the fact, and thus they don’t want to hurry for a speedy success; and on the contrary, they want to move slowly cementing the success in their march towards triumph. Currently, they are focusing to fortify in Delhi NCR and has the vision to expand in all other metro cities in India in the next one year. The Next Big Move Every entrepreneur dreams to become a big brand. iMuvOn is no exception in its vision and foresees to become a billion dollar August 2018| 45

48. True Elements: A Positive Approach to a Healthier Tomorrow H numbers of health-conscious people are well aware of its importance. But good food and a healthy diet are not about green vegetables and fresh fruits only, and thanks to True Elements, people are more conscious now about the healthy breakfast food and dried food products. It is becoming a great alternative to sumptuous yet healthy meal. Currently, True Elements is one of the well-known brands which is fulfilling the everyday ‘healthy food need’ of thousands of health conscious people all around the world. It is an FMCG (Fast-moving consumer goods) company and the model is the same as any other foods company. ealthy eating with proper diet is not a status symbol anymore. The increasing are the men behind the great venture of True Elements. They have been in the same industry for more than 7 years now and thus have that apt knowledge. Previously, they had worked with numerous multinationals including Procter & Gamble, ITC, Cognizant and Tata Motors, with more than a decade of experience with each of them. the product to the customer to ensure that, they are trying to connect them to the story behind the products. Currently, True Elements is one of the few brands that have more than 10 products as Amazon Choice or Bestsellers on Amazon, and are also one of the first few brands to be certified as “100% Wholegrain” by the Wholegrain Councilof USA. The journey of the brand started as an e-commerce and distribution business, but gradually evolved into a private limited company. The idea was to own the customers and for that they acquired other brands through various initiatives. This is how True Elements was born in January 2016. However, the team quickly realized that it also needs to build trust which is beyond The Strategy and Principle to Create a Difference Business is a lot about principles and mindful strategies and less about the rat-race to stay ahead with a gimmick. The duo knows it prominently and thus shared their understanding in the most transparent manner, “we strongly A Stalwart Foundation Puru Gupta and Sreejith Moolayil August 2018| 46

49. 1 The Customer Friendly F D Best Startups in India believe that anyone who joins us essentially standing for the same value system that reflects the brand. These include being True to its core, True to nature and being genuine and transparent in all communication.” What makes the brand unique is its promise of being true to the nature, wherein each of its products is 100% Natural, devoid of any preservatives or additives. While each of the products has a clear functional benefit, it strongly emphasize the right taste and price, keeping in mind that it is ‘taste first and then the rest of the attributes’. They aredigitally stronger than many other brands, due to the learning curve and are already present in 1000+ stores offline and continue focusing on that. Services to be Distinctive For them the customers are superior and they live by it. They add “We have benchmarks on customer experience internally that measure not just our average rating but also the customers who love us and those who hate us. We also assess through sentimental analysis, what language customers use while talking about/to us. One of our initiatives, reflecting the level of customization we offer, is Make My Muesli – in which a customer can make, using different dry fruits, base, seeds & nuts, a personalized Muesli – just the way you can personalize your Pizza.” Sreejith Moolayil Co-founder & CEO Puru Gupta Co-founder & CEO “ True Elements believes in being True to its core, True to nature and being genuine and transparent in all communication ” Being Usher to the Entrepreneurs The entrepreneurs are coming with a lot of new ideas and they have the potentiality to create a difference, but they must be level- headed. According to the stalwarts, every entrepreneur defines his/her path, which would be true for anyone attempting to start on their own, and adds “My only advice would be, continue working on whatever they believe is right, but at the same time, keep iterating. There is a fine line of distinction between passionate and obstinate. In my experience, most entrepreneurs struggle when they believe they know almost everything and are unwilling to learn further.” achievable in the next 3 years. The brand aims to be present in key category stores in the retail market and continue to be the category leaders in the online space. Industry-wise, while the breakfast cereal category is somewhere between Rs.800-Rs.1000 Crores, growing at 27% CAGR, the snacks category (specifically, the specialized traditional snacks) is approximately Rs. 6000 Crores+. Specialized Grains are a separate category as well. Nonetheless, overall health foods category spread across these sectors and would be a combination of a portion of all three. Thus the only vision of True Elements is to be the best in the market by catering the healthy food with utmost dedication and customer satisfaction to be a name equivalent to the healthy and diet food. The visionary As Puru and Sreejith have taken the task to aware the world with tasty diet food, they believe that Healthy and Natural Foods are poised to grow rapidly, with increasing stress levels and limited time. They say, “Customers need to be educated on what is right, and how to select the right brand/products. As the choices increases at the hand of the customers, they need to be more discerning and equipped with the right information to take a more rational call. If we have to move to Tier-2 markets, rather, to India-2 consumers, brands need to be affordable and bust the myth of “Health” being expensive and not tasty.” Creating a Strong Future to Stay Ahead They believe that if they continue to focus on their current plans which are to stay natural, yet innovative and tasty, 100Cr is August 2018| 47