Framing the Context

Contextual research & insights

Primary {from the one to one interviews & discussion with (potential customers) students from NID, NIFT, PDPU and people working at TCS }

• professionals/bachelor’s/migrants who live alone are not able to cook food due to lack of time. Due to this reason they are highly dependent on restaurants or fast food eating joints or local mess.
• Currently, in Gandhinagar, the best option available for homemade food at work is cooking a meal yourself and carrying it with you. By the time it’s lunch time the food is cold and soggy. So there is a need for fresh food.
• Even though there are options of homemade meal service offered by locals, people miss the the flavours and taste of home food, due to the difference in the food preparation styles of various cultures.

Primary {from one to one discussions with homemakers in Gandhinagar}

• In India the family structure still is predominantly a patriarchal and hence the major decisions in a household are take by men in the family. Hence, it is crucial to convince the family in order to onboard the housewives.
• The life of a woman who is a homemaker generally revolves around the schedule of the family members, especially the young kids.
• Retirement Plan- Retired people feel the need of doing something after their retirement.
• Some housewives make homemade snacks which can be stored for a few days. The longer shelf life of these products makes it a suitable option for the satisfying the cravings of home food round the clock.

Primary {from people with experience in home based catering services}

• Ghar ka swaad- all home made food isn’t tasty. Selecting the right cooks is very important which needs to be taken care of during recruitment process.
• Gandhinagar has a limited crowd. So right food needs to be provided to the right customer.
• Keeping a check on customers likes and dislikes . Avoid food which people don’t like.
• Housewives want extra money . In order to ensure loyalty of home chefs, some kind of assurance and regular benefits must be provided.

Findings from the food tasting workshop & discussion

• People are willing to pay 100 to 150 for a non veg meal.
• For students cost is one of the major concerns.
• They would prefer if the packaging is more homely.
• When you order food online you don’t get to know about the quantity. People would like the quantity to be mentioned in the description.
• Scope of personalization of meals based on taste preferences and appetite
• Multiple meals options- mini meal,regular meal, feast/ full meal, sunday special.