Homely. Food. Delivered.

20 20 MILLIONMILLION

Delhi NCR’s Urban Delhi NCR’s Urban PopulationPopulation

2.4 2.4 millionmillion20-35 Yr Employed 20-35 Yr Employed

UrbaniteUrbanite

ASSUMPTION:ASSUMPTION:40% of working urban 40% of working urban

DelhiitesDelhiitesdo not carry lunch to do not carry lunch to

workwork

960,00960,0000

Lunch ExpressLunch Expressis targeting to serveis targeting to serve

50,0050,0000

such individuals, such individuals, everyday.everyday.

Currently what are they doing

The conventional

way of ordering a

lunch, everyday

1. Roadside food stalls

2. Neighborhood food stalls

3. Nearby restaurants 4. Fast food corners

5. Local aunty/Dabbawala

Ordering from the cloud

Majority players are aggregators of foodIdeal market place for home-chefs & small restaurants

Food is procured & out-sourced

FoodAggregator

FoodMaker

Gaps & concerns

√ - Poor√√√√√ - Excellent

The concept addressing the gap

The product

Hygienically prepared; home like

food

Fresh from the kitchen & warm

Convenient packaging

Doorstep delivery in a jiffy

The edge

Economically priced for everyday consumption

Weekly pre-ordering avoiding daily hassle

Rotating menu with the option to choose

Convenient of online & mob-app ordering

Pre-paid model offering special

pricing

The variety

The price equationUnhygienic + Fixed Menu + Local +

Inconsistence QualityRs. 50

=

Homely + Rotating Menu + Choice + Delivered + Convenient Packaging +

Tech Convenience+ Hygienic + Consistent Taste +

LicensedRs. 80=

Road

side

fo

od st

alls

Finding the 50K individuals for Lunch Express in Delhi

Major commercial hubs1. Nehru Place2. Okhla Indst Area3. New Friends Col4. Jasola5. Mohan Co-op6. Saket7. Dwarka8. Janakpuri9. Netaji Subhash Place10. Rajinder Ngr11. Karol Bagh12. Jhandewalan13. Connaught Place14. ITO15. Karkarduma16. Patparganj17. Laxmi Nagar

A total of more than 50 hubs within Delhi

Beta launchTesting the appetite

JASOLA

MOHAN CO-OP

1

2

3

3

35km Radius

OKHLA INDST AREA

Central Kitchen

JASOLAEstimates Work Population = 82,000Estimated Target Audience = 32,800Target Volume = 1,600MOHAN COOPEstimates Work Population = 40,000Estimated Target Audience = 16,000Target Volume = 1,000OKHLA INDUSTRIAL AREA(S)Estimates Work Population = 75,000Estimated Target Audience = 30,000Target Volume = 1,500

Reaching out into the marketsB2B2C•Reach out to the Office Head / Admin / HR & offer for convenient lunch solution.1-on-1 sales pitch with flip charts & reading materials.•Sampling and trials.•Corporate events … celebrating festival / spl. day.

B2C•Social Media engagement: FB / Website / Zomato.•On-ground leafleting.•Sampling & trial.•Promotional offers.•Referral promotion.•Online community building

Mass MediaRadio & OOH

The journey so far1. Lunch Expressed has already served more

than 750 meals in the first month (24 days)2. Acquired a customer base of 120 with an

average of 6+ orders per customerso Customer acquisition cost Rs. 75/-

3. 650 Facebook likes

Taking it across the cityThe primarily model is that of hub & spoke.

5-7KmsMSK’sCentralKitche

nOkhla

Jasola

Mohan Estate

OkhlaNehru Place

NFC

Hub Kitchen 2

Hub Kitchen 3

Hub Kitchen 4

Hub Kitchen 5

Key materials supplied from Master Commissary

Saket / Saidullajab

Greater Kailash

Hub kitchens across marketMaster Commissary x 1Hub Kitchens x 7

Central Commissary& Hub Kitchen - OKHLA

HUB KITCHENSahibabad / NOIDAHUB KITCHEN

Rohini

HUB KITCHENDwarka

HUB KITCHENNorth Campus

HUB KITCHENCentral

HUB KITCHENGurgaon

Operational structure

CEO

ProcurementSales / Operation Finance / Admin

Hub Kitchen x 7

Hub Mgr.

Prod Sup Acc’antSales

Sup

Kitchen Team

Distribu’n Team

Mgr. Procurement

Procurement Exec

Mgr. Accounts

Accounts Supervisor

Brand/Marketing TeamExecutive Chef

Founders MentorInvestor & Board

The indicating numbers500Meals /

Day3200Meals /

Day7500Meals /

Day13500

Meals / Day19500

Meals / Day28500

Meals / Day

HY 1 HY 2 HY 3 HY 4 HY 5 HY 636500

Meals / Day

HY 745500

Meals / Day

HY 8

The ask• Initial funding for Lunch Express =

Rs. 20L• Follow-up funding = Rs. 10L• Backend infrastructural funding– Funding required to upscale the current

production facility = Rs. 25L– Funding required to set-up new Hub

Kitchens @ Rs. 30L (approx)

People behind the show1. SHARMITA MAJUMDARA graduate in English from DU & completed Secretarial program from YWCA. Working with Indian and International co’s like Indag, Li & Fung, Motorola, etc. in the administrative department. Last 9 years of her professional career she managed the office of the country heads of the two respective MNC.2. SOMNATH MAJUMDARA Social Work graduate from Jamia Millia, went to complete management from AIIMA. Worked 22 years in advertising and 3 years with Hyundai looking after the MENA markets. Made significant contributions to the growth of brands like Indian Oil, Hyundai, Yamaha, Samsung, Radico Khaitan, Chevrelot & Maruti.CommonalityFoodies. Came out of the comfort zone to pursue their passion & dream. Hands on with their daily work.

Sharmita and Somnath

co-created their first food brand – My Spice Kitchen

• Customer base of 5500+• Serving in excess of 250+

customers everyday catering to 1000 individuals

• Multi-locational presence– CR Park, Vasant Kunj & Tilak Nagar

• 3200+ FB likes• Upcoming launch – Moon

Wok – Asian Street Bites joint at Chittaranjan Park

Team MSK

My Spice Kitchen has a 20 member young & enthusiastic kitchen team

Including Executive Chef, Chefs, Commissary Ones & Twos, Helpers, Utilities and Support Staff

Key team membersMaster Chef Madhab C Pal – Executive Chef

– Spend 36 years with Ashoka Hotel, Chanakya Puri and retired as the Chef-de-Partie

– Travelled across the globe serving Indian cuisines– Awarded and recognized both nationally and internationally– Currently also associated with the President House kitchen supervising

the Bengali food sectionAnil Kr Mahakul – Chef (Indian)

– Specializes in Indian curries and other cuisines, especially Hyderabadi Biryani

– Informally trained by the traditional cooks of old Hyderabad from a tender age of 14 years

– Awarded by Zomato for Best Biryani and Butter ChickenArjun Chhetri – Chef (Tandoor & Grill)

– Specialist in Tandoor and Grills– Created new concept cooking in Tandoor at My Spice Kitchen– Has international market exposure

Bon Appétit