Homemade Food

at Your Fingertips
A Rapchick Venture
Bringing Back
Love to Tiffins

A Rapchick Venture
Current Market Conditions

● At $1 billion, food-tech is among the country’s fastest-growing startup

sectors, expected to reach $2.5 billion in turnover by 2021.
● 38% YoY revenue growth from 2016 to 2019
● 150% growth in monthly orders
● Upto 21 million orders handled per month
● 87% orders come from Top 7 Tier One cities - Bengaluru, Delhi,
Mumbai, Pune, Kolkata, Chennai, and Hyderabad

A Rapchick Venture
Current Market Opportunity

● Market already has players which provide food delivery from restaurants
to customers
● Large consumer base which relies on food mess and canteens
● Many homemakers who are looking for ways to earn an income while
staying at home
● Opportunity for a service which bridges these two potential producers
and consumers

A Rapchick Venture
The X Factor

● Restaurants - main source of orders

● Lack of authentic, healthy and “regular” food
● No emotions - producer consumer relationship
● We provide healthy homemade food made primarily by homemakers!
● USP - homemade, healthy, made with love

A Rapchick Venture
Survey

● We conducted a survey to better understand the demographics

● Sample size (N) = 292

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Survey Results

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Survey Results

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Survey Results

A Rapchick Venture
Survey Results

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Survey Results

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Marketing & Sales Strategy

Gaurav Sherwani
CMO

A Rapchick Venture
Never miss “Maa ke haath ka khaana again!”

GHAR KA KHANA was inspired by the thought of providing quality

home-made food from the neighbourhood and empowering home-makers.

We deliver food within 30 minutes. We wanna make sure that food is served
at the right temperature while you eat, packed with nostalgia.

A Rapchick Venture
Why choose us?

● Quality & Quantity

● Revolutionizing home made food
● Empowering home-makers - (Social Cause)
● Affordable pricing - 55 Rs. (All inclusive)
● Balanced diet - Expert Opinion
● Single Window for Dabba Service

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Target Customers

● 20 - 30 Years old
● College Students
● Flocking population to metro cities
● Working Professionals
● Crowd living away from hometown

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Revenue Model

● On Demand
○ Order as required
● Subscription Based
○ Weekly Subscription - 80% of respondents of our survey gave positive
preference to this scheme
○ Monthly Subscription - 80% of respondents of our survey gave positive
preference to this scheme
○ Guarantees a stream of income

A Rapchick Venture
How do we reach out?

Digital Marketing

● Google Adwords
● Youtube
● Facebook
● Instagram

Coupons & Promo-codes

● BOGO, Cashbacks
A Rapchick Venture
How do we reach out?

Influencers

● Food vloggers and bloggers

● Prosumers

Email Marketing (Retain customers)

Social Media Campaigns

#GharKaKhana #MaharajaBhog #MissingHome #IftarParty

A Rapchick Venture
Scaling up Marketing - Advertisements

Infomercials

● TV ads across various channels (Entertainment, Sports, etc.)

● Newspaper & Magazine Ads

Events

● Hosting Events
● Sponsoring Events
● ow do we reach o
A Rapchick Venture
Hurdles to overcome

Competitors

● Swiggy, Uber Eats, Zomato, Food Panda?

● AlmaMeal, Lunchbox, Foodiesz, Watscooking, Tinmen, Mousebelly,
Ootabox, Box8

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Edge Over Others

Advantages

● Pricing
● Delivered to your doorstep
● One of the fastest Delivery time
● Dietitian Expertise
● Hygienic

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Sales Forecast

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Operations,
Planning and Strategy
Venkatesh Yelnoorkar
COO

A Rapchick Venture
Location

● GHAR KA KHANA is a Rapchik Venture based in Pune.

● Headquarter : Incubators in Pune (BHAU, TBL Space, ), Pune
● Operating Cities:
○ Pune
○ Mumbai
○ Nagpur

A Rapchick Venture
Operational Plans for year 1

● Target Audience for year 1: HOSTEL RESIDENTS

● Registration
○ Cooks: Verification based on sampling
○ Consumers

● Delivery
○ 30 km from the City Center
○ Delivery will be outsourced

● Price Range: Rs 55 onwards.

● Types of services:
○ On demand
○ subscription

A Rapchick Venture
Plans for year 1 - 3

● Target Audience:
○ student
○ working class

● Expansion
○ Bengaluru
○ Hyderabad
○ Madras

● Increasing the number of Partner side engagements and Delivery

vendors.
● Introducing GKK Premium:
○ Dine Ins
○ Fixed Contracts (Tiffin and monthly subscription)
A Rapchick Venture
Plans for year 3 - 5

● Expansion
○ Delhi
○ Kolkata
○ Ahmedabad
○ Indore
○ Bhopal
● Form Aggregators to Producer: Project Open Kitchens
○ Introducing community style kitchens
○ Option to work fulltime or parttime

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Logistics

Atharva Jadhav

A Rapchick Venture
● Partners
○ Sampling
■ New producer completes registration through app/website.
■ Food quality tested by quality assurance.
○ Cook provided with 50 disposable dabbas.
● Consumers
○ New user registered through app/website
○ Selects their city and area, to view available dishes listed by home chefs.
○ Option to pre-order dishes of choice or producer
○ Can place a request in-case they don’t find what they are looking for

A Rapchick Venture
5 Years Plan
● Delivery
○ 1-3 years, delivery outsourced to delivery agencies
○ Purchasing electric vehicles for delivery.
● Dabba
○ 55 Rs per dabba with 10% profit margin.
○ Disposable Dabbas.
● Dine Ins and Subscription
○ Pay through app and enjoy meal at cook’s place
○ Up to 40% savings with dine ins
● Open Kitchens for partners
● Command Center
○ One command center in every city for carrying out all operations.

A Rapchick Venture
Technology

Niramay Vaidya
CTO

A Rapchick Venture
WebApp

● A 12-factor stateless app using a REST API linked with an SQL

database
● Cloud Solutions
● Implementation - 3 ways to do it
○ Azure WebApp and Azure SQL
○ Azure functions and Azure SQL
○ K8S - AKS (Azure Kubernetes Service) and Azure SQL (or some different
database application)

A Rapchick Venture
WebApp

● Azure WebApp and Azure SQL

○ Auto-scaling
○ Auto-updating the Docker image from the Docker registry with no down
time for the WebApp

A Rapchick Venture
WebApp

● Azure Functions and Azure SQL

○ addUser(), addSupplier(), addOrder(), etc.
○ Low costing as it depends on runtime calls to particular methods

A Rapchick Venture
WebApp

● K8S - AKS and Azure SQL or any other database application

○ Deployment in pods - containerization
○ Setup VMs for linking with you own database application

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App Prototype

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App Prototype

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App Prototype

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Research and
Business Development
Shreyas Kulkarni

A Rapchick Venture
Focus Areas :

1. Operations

2. Partners

3. Delivery

KPMG report - “An appetite for change”

A Rapchick Venture
Operations

● Implementing a GIS which would ease research and help develop new
strategies.
● Implementing MIS to analyse consumer behaviour.
● Based on consumer behavior analysis we can internally classify them
and push specific offers and features to regular and frequent customers.
● Container deliveries to Partners can be streamlined based on a 3-5
study of their performance on our platform.

A Rapchick Venture
Partners

● Vegan/Keto and other diet specific planning and introducing new

products.
● Based on the consumer response to the partner, suggesting and
developing with them better cooking techniques which would reduce
their effort and time requirement.
● Developing “Combos” or pairing food items which consumers demand
and would opt for.
● Location based menu improvement.

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Delivery

● Improvement in packaging to ensure no quality loss and food delivered

in best condition.
● IOT based sensors installed in the delivery vehicles would enable better
supply chain informatics.
● Pay-Cuts and other deterrents to guarantee a better behavior and
compliance to company policies. Ex. Dominos
● Finding faster and better delivery options like electric vehicles,
autonomous robots, drone based delivery, etc.

A Rapchick Venture
Human Resources

Ayeshabi Tigdikar

A Rapchick Venture
Human Resources Policies

● Application for Job Opportunities

● Attendance for hourly employees
● Benefits
● Breaks
● Candidate Job Offer Acceptance / Rejection
● Confidentiality Agreement

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Human Resources Policy

● Attrition Policy
● Ethics Code
● Fair labour Standards Act
● Harassment Policy
● Hiring Forms
● Insurance

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Human Resources Policies

● Job Description
● Open door Policy
● Paid / Unpaid Leaves
● Payroll File Contents
● Retirement
● Performance
○ Candidate Evaluation
○ Development Plan
○ Improvement Plan
○ Appraisal

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Legal

Aditi Hulke
CLO

A Rapchick Venture
Legal

Licenses :

● Shop and Establishment Act

● Environmental Clearance
● Food License (FSSAI)
● Signage License
● Health/Trade License
● VAT Registration, Service Tax Registration, etc

A Rapchick Venture
Legal

Suppliers:

● MOUs
Stating that Company is not responsible for damages

● FSSAI registration
Of all the suppliers and licenses if his/her business grows

● Termination of Contract
In case they fail surprise inspections

A Rapchick Venture
Legal

Delivery Workers:

● Risk of accidents
● Employment contracts
● Petrol and bike expenses
● Termination of Contract

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Legal

Customers/Users:

● Sole responsibility of the participating supplier to honor your order

● Company is only a conduit between you and the supplier
● Company shall not be liable for any acts or omissions on part of the supplier
including deficiency in service, quality of food, time taken to prepare the order,
etc.
● Delivery periods/Pickup time quoted at the time of ordering are approximate only,
and may vary.

A Rapchick Venture
Quality Assurance

Aishwarya Murumbekar
QAO

A Rapchick Venture
Quality Assurance

Food Quality :

● Sample verification before registration & FSSAI

● Packaging Quality
● Regular ratings of suppliers based on people’s reviews
● Surprise inspections

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Quality Assurance

Delivery :
● Real-time tracking of food
● Background check of delivery workers
● Delivery time

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Public Relations

Parikshit Dhok
PRO

A Rapchick Venture
Public Relations

● Dealing with enquiries from the public, the press, and related
organisations.
● Organising and attending promotional events such as press
conferences, open days, exhibitions, tours and visits.
● Call centre responsibility.

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Public Relations

● Handling chats, survey conducting, chatbot, photo clicking to rate the

service.
● Commissioning or undertaking relevant market research.

A Rapchick Venture
Accounts & Finances

Damini Sheth & Aditi Deshpande

A Rapchick Venture
 Funding - Common Investors

Pre Seed: Friends and family, early-stage angels

(Subroto Bagchi), Incubators (BHAU)

Seed: Angels, startup accelerators(TBL Space)

Series A: VCs (Accel Partners), “super” angels

Series B: VCs (Sequoia Capital), late-stage VCs

Series C+: Late-stage VCs, banks

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Our Team

We have chosen the following stakes mutually for our team members:

1. Investors Equity Stake - 15 8. CFO - Aditi Deshpande 6.95

2. CEO - Devashish Gaikwad 7.65 9. CTO - Niramay Vaidya 6.85
3. HR - Ayeshabi Tigdikar 7.55 10. Legal - Aditi Hulke 6.75
4. R&D - Shreyas Kulkarni 7.45 11. QA - Aishwarya Murumbekar 6.55
5. CMO - Gaurav Sherwani 7.35 12. PR - Parikshit Dhok 6.45
6. Logistics - Atharva Jadhav 7.25
7. EA - Damini Sheth 7.15
8. COO - Venkatesh Yelnoorkar 7.05
A Rapchick Venture
A Rapchick Venture
A Rapchick Venture