As India’s burgeoning food delivery market opens with multiple choices, cloud kitchens are the new trend that is taking the market by storm. A necessary need-gap, in the food delivery market ($15 million in India, as per Indian Brand Equity Foundation), cloud kitchens are the answer to rising demand. Eathos, a new venture set up by industry veteran Sabbir Ansari brings India’s first Chef-led cloud kitchen brands.
These cloud kitchens have the backing of experienced and well-known chefs, who create specialised cuisine, thus giving an edge to the product. A passion venture of Sabbir, Eathos gives chefs a platform to revive authentic cuisines. It has collaborated with Chef Rehman, a well-known chef with over twenty years of experience.
Eathos’ portfolio of brands includes Biryani Hazir Ho, Bolo Tara Ra Ra, Ji Janaab, Arey O Sambhar and Madrasam. Each brand is led by a chef who has domain experience in that cuisine. The only difference between these and fine dining restaurants is the fact that these are based on a delivery model, while the cuisine is authentic, and maintains the highest quality of ingredients.
Biryani Haazir Ho is Known as the Encyclopaedia of Biryani. Chef Rehman has lent his expert recipes and guidance in preparing the entire menu. The brand will be presenting slow-cooked Dum Biryani from across India. While Madrasam will serve peninsular cuisine, curries and biryanis. The focus is on authentic home-style dishes, moving away from the staple idli-dosa format.
Meanwhile Bolo Tara Ra Ra has staples from other regions of India. Chefs create an authentic and balanced blend of flavours and spices for the much-loved Dilli-Punjabi cuisine. The menu has some of Chef’s favourite items, like Bheja Masala, as well as Dhaba style food.
Eathos aims to expand across multiple categories. The current expansion plans include five outlets in Mumbai, two in Delhi and two in Pune for each brand. “Our aim is to bring the most authentic and local cuisines in stellar food delivery format to the public. Multiple cloud kitchens allow for greater market penetration. Food delivery itself is a growing industry, with a CAGR of 60-70% growth in the next few years. We are bringing well-known chefs and cuisines into this scheme as customer’s demands for home delivery have also evolved. A cloud kitchen is a viable model as it costs only 3-8% of the P&L and allows for more aggressive growth,” says Sabbir Ansari.
He also adds, “Eathos embodies our passion for nutritious and authentic homestyle food. While there are many food delivery start-ups in the market, our aim is to make the experience of dining at home a rich and unforgettable one.”
The first Eathos outlet is open at Andheri. Eathos has tie-ups with all food delivery apps like Zomato, Uber Eats & Swiggy. Guests living within 3-5km of vicinity can order the food through these aggregators. The brand will start direct delivery as well. Going forward, Eathos is planning to have more Chef Partners and will keep adding more authentic Indian cuisines to its portfolio.
