London – Royal College of Art student Amrita Kulkarni has created a food delivery service called Dine In that enables Indian diners to overcome the preconceptions of ordering a takeaway.
An increase in the number of middle-class career women in India means many struggle to find time to cook, but ordering regular takeaways is still frowned upon. Dine In provides healthy dishes prepared in a centrally managed kitchen and presented in a fold-out box that sits on a hob to reheat the food.
‘Although there is a demand for ready-to-eat food, there is a cultural non-acceptance for takeaways every night,’ Bangalore-born Kulkarni tells LS:N Global. ‘Dine In attempts to bring a positivity and acceptance to takeaway food through involvement in reheating food and customising taste. It also offers an exciting user experience centered around communal dining and quality family time.’
This is a great example of a product designed for the emerging middle-class female consumer in India. Read our Single Saris market report to find out more.