A presentation made during a marketing internship under Prof. Sameer Mathur

1. Kyunki maa ke haathon mein jaadu hoti hai

2. Bachelors / Working
Professionals usually
don’t have time to cook
their own meal

3. And end up eating
unhealthy food…

4. Mom’s Kitchen will provide them with homemade Indian food.

5. HOW DOES IT WORK ?
We will hire Indian housewives
who will cook the food at their
home. The raw materials will be
provided by us.
Then, we will hire delivery boys.
They will pickup the prepared
food from one home and deliver
to another

6. Customer orders his food through an app
The order is sent to the
nearest housewife and
whoever has the lowest
workload at that
moment
The delivery
boy picks up
the food and
delivers it to
the customer

7. Our product line…
Homemade Indian food eg.
Rice, Dal, Chapati, Vegetable
curries
Homemade Indian
beverages eg. Lassi,
Chaach

8. We have many preexisting competitors…
Local dabbawala.
Cons- Poor quality control
Online food delivery
Cons- Deliver from restaurants.

9. OUR AIM...
1. To generate a net profit of worth INR 1,00,00,000
by the end of 2019.
2. To provide healthy and hygienic food to our
customers

10. COLLABORATORS
All raw materials, i.e. rice, wheat,
vegetables etc. are provided by Big Bazaar
( Future Group). Big Bazaar is known for
their quality supplies and have a
widespread network all over India, which
allows us to gather the raw materials
within short notice.
Future Group is also an investor for Mom’s
Kitchen.

11. OPPORTUNITIES
Although we are presently targeting bachelors and working
professionals, we might slowly attract more diverse customers in
this rapidly growing professional world.

12. THREATS
1. Poor Quality Control-
The entire business model depends on quality.
Reluctance will lead to downfall.
2. Severe Competition –
Existing food delivery platforms such as foodpanda,
Zomato and Swiggy

13. PRICING STRATEGY
Mom’s Kitchen will have a diverse menu. The majority of them shall be Thali or a
mealbox.
We’ll prepare them according to different regions. Eg. Punjabi Thali, North Indian
Thali, Bengali Thali etc.

14. We will try to keep a profit of INR 60 on each Thali.
Therefore, the pricing will be done in that way.
The Vegetarian Thali will cost INR 99 to INR 109
There will be two different types of Non- Vegetarian
Thali
1. Containing Chicken - INR 149
2. Containing Fish/ Mutton- INR 199

15. How are the personnel paid ?
Turnover= INR 60
HOUSEWIVES
GET INR 12
Remaining = INR 48
DELIVERY BOYS
GET INR 10
Remaining = INR 38
BIG BAZAAR GETS 5%
= INR 1.65 PER
ORDERMOM’S KITCHEN
GETS
INR 36.35

16. SO, WHY PAY THEM ON A PER ORDER BASIS ?
Ans. MOTIVATION for quicker service. Quicker the service, more will be the
customers which in turn will lead to higher profits

17. In-app services
1. Customer can track their order
2. Customer can also place request on the app to the chef . For example, No
onion/ garlic, less spicy food etc.
3. Customer can also get the delivery boy’s cell phone number
4. Customers can upgrade their app to the premium version and get a
quicker food delivery.

18. ADVERTISEMENT

20. IMPLEMENTATION

22. IMPLEMENTATION TIMELINE
RECEIVE INVESTMENT FROM
COLLABORATORS
1 month
Personnel recruitment
Advertisement
2 months
Start taking orders1year Start expanding to
different cities
Start off with Bengaluru city, the IT
hub which is full of bachelors and
working professionals

23. DISCLAIMER
Created by Arindam Kr Bhattacharjee (BITS Pilani, Pilani Campus),
during a marketing internship under Prof. Sameer Mathur, IIM Lucknow