The document describes Eatelish, an India-focused food website and marketplace that aims to introduce people to local ingredients and cooking methods from across the country. It provides a platform for artisanal food makers to sell their products. The website was originally called Eatopia but was later renamed Eatelish. It offers subscription boxes and individual products that feature different regional Indian foods each month. The founders want Eatelish to become a pioneer in the Indian food discovery space through its stories, recipes, partnerships with vendors, and curated product themes.

1. Food
Stories
Discover
Table
Love
Home
Taste
www.eatelish.com

2. Everyone calls their mother or their aunt for that
one recipe or that pickle that only they know how
to make right.
We wanted to open up the world to stories
and jars of pickles from everywhere.

3.
Café Mocha. Where it all started, where we
worked and where Eatopia was sculpted

4. THE FIRST DESCRIPTION
Eatopia is an India focused food website that is a
platform for interesting food content with a unique
& relevant focus on the romantic idea of food from
people's homes

5. "
How can people experience
this rich variety found
across India? "
How can artisanal food
makers across India reach
new customers?
What is stopping people
from thinking Indian food
can be sexy
How can old recipes make
it to modern kitchens
No brand selling a variety of
Indian Food geared to a
younger audience
No platform to learn and
experience ingredients,
methods etc
No excitement in going to
a store and buying what
you already know
No sexiness in the way
traditional Indian
foods are sold
?

6. We came up with Eatopian Delights
A subscription box
service enabling
customers to
discover a vast
range of Indian food
flavors
Grouping
products by
cohesive themes,
so people can
taste, experience,
try out recipes
and come back to
us for more
The element of
surprise and
anticipation of what
types of products
will be delivered
each month keeps
customers guessing.
A well packaged,
exciting box of
treats delivered
to your doorstep
regularly. A flat
fee to keep it
simple.

7. The First Box
Selection of Mango themed treats to celebrate
India’s beloved Mango season. flavors from
Maharashtra, Punjab, Gujarat and Rajasthan in this
box.

8. And what followed were more boxes

9. Along the way we...
Participated at
flea markets and
exhibitions to
gain an
understanding
of our customers
and product mix
Focused on long
shelf life
products and
learnt lessons on
packaging
Shortlisted and
created a bank
of reliable,
scalable vendor
partners
Learned from the
markets and
customer feedback
and pivoted.
Unbundled our
boxes and
introduced
individual
products.

10. We had VAT, CST, FSSAI and…. We wanted to trade mark Eatopia.
We were a few decades late J
We did what start ups do best, stay flexible and we gave ourselves a
new name - “Eatelish”
Statutory Naamkaran
To
From

11. With a new name
a new definition
Eatelish a platform for people to see
food in new ways and a marketplace
for the country’s artisan food makers
to reach our tables.
What we want to be?
A Pioneer in the Indian Food
Discovery space.
Focused on artisanal Indian
food with a rich play of
content & commerce.
What we do?
Introduce people to hard to
find local ingredients and
cooking methods from towns
and cultures across the
country
How we do it?
Our stories, recipes,
packaging, curated themes,
the DIY element - these
elements make Eatelish a
unique approach to
discovering Indian food.

12. MORE
Partners
BUILDING SCALE
MORE
Products
MORE
Stories
MORE MONEY

13. MORE PRODUCTS
Our vendors:
Home cooks . Farmer producers . Local brands
Small Cooperatives and more
Building loyal vendor relationships
across the country:
Ease of transaction
Fair pricing
Fair payment terms
Creating a marketplace for artisan food
makers of India:
One stop to open up a larger market and
access to all new customer base (digital
and otherwise)
Organising and empowering vendors to
build their businesses and brands

14. MORE
PRODUCTS
And more...

15. MORE PARTNERS
Delivering in 1000+ cities

16. MORE Stories
Like
DNA…
And
Economic
Times …
HT Brunch

17. The Team…
Shipra Bhansali – Co-Founder
Branding . Product . Content
PayMate
Reliance Communications
Carlson Marketing Group
Indian School of Business ’06
Tanul Mishra – Co-Founder
Business Management . Alliances . Sales
PayMate
Reliance Communications
Tata Communications
Inox & CNBC
"
Mumbai University ‘00

18. www.eatelish.com
Mumbai
Do you want
a bite of this?
f:eatelish
t: @eatelish