This document provides a summary of Arnav Chakraborty's 4-month internship at Rocketfood, a food delivery startup in Noida, India. As an intern, Arnav took on the role of "Growth Hacker" and was responsible for marketing, operations, hiring, and ensuring overall company growth. He helped launch campaigns, analyze company performance, establish processes, and train employees. The summary analyzes Rocketfood's business model of delivering Indian food in convenient packaging, as well as the food delivery industry and company goals. The internship provided Arnav valuable experience in understanding how a startup functions at an early stage.

1. rocketfood.co
(Annual Summer Internship Report)
April 2015 – August 2015
Name: - Arnav Chakraborty
Course: - Integrated Program in Business Management (IPBM)
College: - School of Business Management, FDDI Noida.
Class: - Prahlad (Batch of 2018)

2. Acknowledgement
First of all I would like to thank the School of Business Management, FDDI Noida to give its
students the wonderful opportunity to work with a company/startup for 4 months. It is a great
exposure which helps the students to grab the most from the industry and know how each and
every industry works. I worked at a food startup called rocketfood.co and got the opportunity to
work with two great young ambitious entrepreneurs named Abhineet Kumar and Anurag Singh.
Both of them have been really helpful and understanding mentors who knew their business really
well.
Abhineet was always there with me in all the different and diverse circumstances and helped me
overcome all my weaknesses one by one. He would always take examples of great entrepreneurs
all around the world and helped me adopt great habits they follow e.g. always have a habit to
write your thoughts on a diary right away and start executing it from the next minute.
Anurag on the other hand, was the coolest boss you will ever come across. He would identify the
best qualities in you and delegate work swiftly. Someone who is always motivating, cheering and
is having faith in you. I have hardly seen anyone working so hard night and day. I have never
seen Anurag sleeping. He is always working till late and next day he is up early.
I would also like to thank Nishu Kumar, a hustler at rocketfood who has also been one of the
mentors. He is the backbone of rocketfood and a final year computer science student at Amity.
Both the mentors have been extremely supportive throughout the course of the internship.
Helping me in every area of the business and the best part was the responsibilities I was given of
hiring, operations, process etc.
Lastly, I would like to conclude with a special thanks to Anirudh (My co-intern) who made each
and every day at rocketfood great through his support and encouragement.

3. Contents
1) Executive Summary
2) Introduction
a) About the Company
b) Internship
c) Profile
d) Work
3) Analysis of Internship
a) Company Profile
b) Industry Analysis
c) Business Model
d) Operations
4) SWOT Analysis
5) Conclusion

4. 1) Executive Summary
It was a four month long internship at rocketfood.co, a food start-up in Noida and Ghaziabad. I
decided to work here not because I wanted to know the working of a food business but to know
how a startup functions at an early stage.
Rocketfood was just an 8 month old company with a promising future. The idea of serving
Indian food in a pizza box was enough for a person like me to explore the idea more. It was a
very simple business model and yet pretty convincing.
Not only the pizza box, but at rocketfood you get a whole menu designed for a single individual.
In this way, when you are hungry you do not end up ordering food like traditionally people do
while ordering Indian food i.e. ordering 2 breads and 1 plate butter chicken (8 pieces) and don’t
know what to do about so many pieces of chicken when all you need is only one piece.
My designation at rocketfood was just not of an intern but a “Growth Hacker” and so my job was
to steer the company on the highway of growth. To ensure every are of the business is running
well so that the company grows like a rocket.
I was looking after marketing and corporate sales at the initial stage of the internship period then,
I was asked to go the central kitchen and ensure quality and perfection. Randomly calling
customers to hear pros and cons of the business, jotting them down, and start working on them.
I was also looking after hiring, firing and the motivation of the blue collar employees. Looking
after their needs and figuring out the ways to keep them motivated. E.g. organize occasional beer
parties, launch employee of the week campaign and employee pointing system.
One of the most important tasks was to make the policies/bible of the company with Abhineet
(Founder). We also made the systematic processes which are followed in the kitchen to dispatch
the food on time.

5. 2) Introduction
a. About The Company
Rocketfood is a food delivery start-up in Noida and Ghaziabad which delivers Indian Food in a
pizza box. The menu is well designed for a single individual who can choose freely from the
amazing menu it offers. The food is tasty and the packaging provides a lot of convenience to the
customer. It is a company which is “Changing the way India Eats” (As the convenient boxes
allow you to have food on the go). Started by two childhood friends Abhineet Kumar and
Anurag Singh, this food business is making its presence felt all around the country.
The company started in August 2014, and by January 2015 it spread its roots to Noida with an all
new delivery center. It does not have seating area or anything, as it totally focusses on satisfying
people at their homes by delivering fresh, healthy and hot food in 30 minutes.
The company started its operations on 31st August 2014, and within a year it is to delivery
centers strong and a huge number of satisfied customers. Rocketfood engages its customers
through various marketing tactics which include SMS campaigns, special cards, greetings,
writing quotes on sticky notes and most importantly maintaining good relations.
Rocketfood completely owns the supply chain and logistics of its business, which is helping it to
maintain the quality and taste of their meals. Even, their low-cost kitchens help them generate
revenues much better than their competitors and they are achieving break-even in 6 months on
store-level.
The company is even involved in community activities, where they donate food to
underprivileged kids under their “Giving Back” campaign. They even encourage people to
reduce water consumption.

6. b. Internship
My internship at rocketfood was of 4 months, starting from 16th April 2015 to 22nd August 2015.
This internship was focused on understanding the functionality of a startup. It was a great
opportunity to work in a team where the oldest team member was 25 years old (Abhineet,
Founder) and I being the youngest (20). I and Anirudh were wholly committed to the work
assigned to us and always tried to deliver more than what was expected from us.
It was overall a great working experience where you are tested through your sweat. The
internship demanded hard work, perseverance, patience, punctuality and sharpness. As I was able
to test all the above, I was really able to develop myself as a better human being. Working at
rocketfood truly helped me grow in an even better human being.
The four month internship period at FDDI really helps a person to be ready for the industry in an
even beautiful way as he is able to utilize the holidays to do something meaningful, something
which can grab you some good working experience and guide you towards your goal.
c. Work and Profile
Work at rocketfood included many responsibilities and both I and Anirudh made sure we are
able to fulfill all without any problem. We were even guided properly by our mentors Abhineet
and Anurag and even Nishu.

7. Our responsibilities changed with the course of time into the internship and so did our
seriousness to deliver more that was expected from us.
Both I and Anirudh were recruited with the designation of “Growth Hackers”, someone who will
hack the growth for the company. This meant that now we were responsible to show growth no
matter what, month after month though whatever legally accepted tactics we wanted to use.
I was then asked to fetch growth from marketing and Anirudh was asked to do the same from
operations. This clearly sums up that I was bringing growth from outside the business and
Anirudh was making sure that everything that was happening inside the business should ensure
growth i.e. through lean operational techniques, cutting the expenditure and increasing the sales
hence, increasing the profit margins.
Apart from being great growth hackers our job included hiring blue collar employees by going
to the markets and talking to people who were related to the hospitality sector, assuring them
better packages and asking them to come for a trial. At rocketfood both I and Anirudh handled
all the hiring and firing while working there for four months. We hired for all kinds of job
requirements, which included chef, delivery boys, managers and cashiers.
I also made a Talent Pipeline Exel Sheet on the google doc where everyone in the team could
add names and contact numbers of the potential people who could be hired when there is a
sudden need. Since this industry is run by the blue collar employees there is a very high amount
of job turnover. This is one of the reasons we had this idea to set up a talent pipeline.
Moreover, we also developed many other such ideas and plans which resulted to be fruitful for
the company as a whole like developing the kitchen process, setting rules, training employees
etc. It was very important from our part to train the employees to the industry standards like that
of Mc Donald’s and Domino’s.
We made rule books for all the segmented departments within rocketfood i.e. Kitchen team,
delivery team, backend team and management. Every team had a head that was responsible for
perfect functioning of his department.
Anirudh and I were also responsible for increasing the sales of the company and so we were
involved in getting corporates to partner with us.

8. In marketing we launched several campaigns like mother’s day and Independence Day and were
involved in sending bulk SMS’s. I also prepared a special coupon to attract the customers which
was highly successful. Other than that, we used to run several deals on a daily bases jut to
maintain healthy customer relations.
Overall, our job at rocketfood was not just defined to one particular task, but it included handling
the responsibility of the whole company itself.
3) Analysis of the Internship
I am hereby mentioning the overall analysis of the internship
a) Company Profile
The company was started by two young childhood friends who wanted to change the way India
eats.
Abhineet is IIIT Hyderabad dropout and has a BBA degree from Amity School of Business in
marketing & sales. He previously worked in Mast Kalandar and iStrategy labs (Washington DC).
He is a Kairos Fellow and attended 2012 Kairos Global Summit. He is a young serial
entrepreneur with many startups under his belt.
While Anurag is a mechanical engineer from Dayananda Sagar College of Engineering,
Bangalore and have great experience working in startups such as OYO Rooms and Digitally
Inspired Media.
Rocketfood opened its first outlet in August 2014 in Indrapuram and by March 2015, they
opened their second outlet in Noida. Now rocketfood delivers food in Vasundhara, Vaishali,
Indrapuram and Noida through these two outlets.

9. Having a seed capital of $20,000 they were able to reach the equilibrium in just 6 months and
invested all the money on the new outlet i.e. Noida.
i. Main Area of business: - Rocketfood is a food
delivery start-up in Noida and Ghaziabad which
delivers Indian Food in a pizza box. The menu is
well designed for a single individual who can
choose freely from the amazing menu it offers. The
food is tasty and the packaging provides a lot of
convenience to the customer. It is a company which
is “Changing the way India Eats” (As the
convenient boxes allow you to have food on the go).
ii. Specific need that the start-up had to address: -
Every startup aims at solving a problem and it was
same with rocketfood. It solved a need which none
of us had thought about, none us knew that this kind
of a problem existed but yet once the problem was
solved, it was indeed a miracle. It is like whenever
we think of ordering food at our home or office, we
never think of ordering Indian food. We rather look
for fast food options as it is easy to eat and we get a
hustle free meal on the go. But when we order
Indian food, the gravy is always packed in plastic
pouches and makes the whole eating experience
messy.

10. The idea is to serve Indian food in such a way that the customer does not have to hustle. He
should just get to eat the meal conveniently. So rocketfood came out with this idea to serve
Indian food in sealed bowls to serve the gravy and putting the whole meal in a pizza like box.
Now, you just ask for food delivery and get rocketfood box where you just have to open the box,
have the meal, close the box and finally dispose it off. You do not have to look for containers in
the kitchen where you will be pouring the gravy or plates where you will be keeping the rice and
breads. You just have the meal on the go.
This is the only reason both Abhineet and Anurag zeroed down to this opportunity.
b) Industry Analyses
The Indian food and grocery market is the world’s sixth largest, with retail contributing 70 per
cent of the sales. It is projected to grow at the rate of 104 per cent, touching US$ 482 billion by
2020.The Indian food processing industry accounts for 32 per cent of the country’s total food
market, 14 per cent of manufacturing GDP, 13 per cent of India’s exports and six per cent of
total industrial investment. Indian food service industry is expected to reach US$ 78 billion by
2018.
The Indian gourmet food market is currently valued at US$ 1.3 billion and is growing at a CAGR
of 20 per cent. It is expected to cross US$ 2.8 billion by 2015.
The online food ordering business in India is in its nascent stage. Share of online food ordering
would be in single digits of the overall food ordering business which in 2014 was estimated to be

11. around Rs 5,000-6,000 crore (US$ 800.19-960.12 million). We are growing at 20-30 per cent
month-on-month.
i. Competitors: - Every business has completion and
so does rocketfood. With the high potential growth
of the food industry, there comes an increased
number of businesses in the market, some of them
were already existing and some came after
rocketfood. But as of now there is no company who
is following the same business model. There is no
company which keeps an individual friendly menu
and serves Indian food in pizza like boxes. But there
are businesses which deliver Indian food or for that
matter any food. These companies include Nazeer
Foods, Dana Choga’s Kitchen, Domino’s,
Kareem’s, Sagar Ratna, Pizza Hut, Vaango and
many other similar companies. Rocketfood’s
strategy is mainly focused on providing great
customer experience.
ii. Government Outlook: - The Food Safety and
Standards Authority of India (FSSAI) under the
Ministry of Health and Family Welfare has issued
the Food Safety and Standards (Food Product
Standards and Food Additives) Regulations, 2011
and the Food Safety and Standards (Contaminants,
Toxins and Residues) Regulations, 2011 which
prescribe the quality and safety standards,
respectively for food products. In order to promote
food processing industries, increase level of
processing and exploit the potential of domestic and
international market for processed food products,
Vision Document-2015 was prepared by the

12. Ministry, which envisaged trebling the size of
investment in the processed food sector by
increasing the level of processing of perishables
from 6 per cent to 20 per cent, value addition from
20 per cent to 35 per cent and share in global food
trade from 1.5 per cent to 3 per cent by 2015. To
achieve these targets, an investment of Rs 100,000
crore (US$ 16 billion) is required by the year 2015.
iii. Outlook for 5 years: - Rocketfood’s outlook for
five years includes having company operated stores
in in Delhi NCR like Gurgaon and South Delhi and
having national presence in Bangalore, Hyderabad,
Pune and Mumbai. Moreover, the company also
plans to have its own packaged products in the
super markets.
c) Business Model
Rocketfood is a food delivery company which prepares food in its central kitchen (Indrapuram)
and then delivers food from both Indrapuram and Noida delivery centers. The Indrapuram
kitchen acts as the central kitchen in the morning (8am to 11am) and in the evening (4pm to
7pm), rest of the time it is the delivery center. The business model is very simple yet quite
effective.
During the central kitchen hours all the gravy related items are prepared along with various
batters and mixtures. Breads and other tandoor related things are prepared simultaneously in the
normal delivery center hours.

13. i. Product: - The product rocketfood sells is Indian food which you can
consume on the go and an individual centric menu.
ii. Raw Materials: - The raw materials required by the company include
vegetables, Meat, spices, groceries, gas etc
iii. Process Implied: - Different processes are implied at rocketfood to ensure
that the final product (Meal) is reached at the customers’ doorstep within 30
minutes. These processes include proper kitchen team management, delivery
team management and effective teamwork. We have imposed specific
processes to ensure that the food is prepared in 12 minutes and packed in 3
minutes, so that it is ready to dispatch in 15 minutes and delivered within 30
minutes. The team ensures that it is able to deliver hot and healthy food on
time.
iv. Customers: - Rocketfood’s customers are all the people residing in the 4km
radius of each of the outlets who fall into the middle or higher income groups.
The age bracket is from 4 years till the age of 70 years of age. Rocketfood has
a good number of customers in the day time who order from their offices and
in the evening time they get a large number of orders from the people to be
living alone or living with families.
v. Mode of Earning Revenue: - The company earns its revenues from different
sources which include, earning cash from organic orders (orders which are
received through the company Toll number – 8010 245 245, Website
www.rocketfood.co and occasional take-away). Moreover, 80% of the
company’s revenue comes from online food order agents such as foodpanda,
Tiny Owl and Zomato. Rocketfood is now planning to give subscriptions to
the customers who order every day in form of attractive yearly, quarterly and
monthly plans.
vi. Contact potential customers: - The Company adopts various techniques to
attract potential customers like SMS marketing, digital marketing, distributing
pamphlets and putting advertisements on foodpanda, zomato and other food
related websites.

14. vii. Promoting the Business: - rocketfood promotes its business by regular SMS
marketing, pushing deals and offers, advertising, digital marketing, personally
talking to customers and mostly the business gets promoted through word of
mouth. It also comes out with interesting marketing techniques like launching
a special coupon where the customer has series of coupons on a sheet where
on an ascending order he gets better deals till he reaches the last deal which is
the best. On special occasions like mother’s day we gave a special mother’s
day card where it was written “Celebrating world best cook’s day, Mother’s
Day”
viii. Licensing: - The license required to run a business like rocketfood is Food
licensing and company incorporation certificate.
d) Operations
At rocketfood operations are the most important part because it is the heart of the company.
Anurag is the guy who takes care of all the operations and all the process included in it.
Operations is itself a broad term and includes various things within like
i. Expenses: - There are various expenses that the company has to bear in order to stay in
the business such as daily expenses of groceries, vegetables, LPG gas, Advance salaries,
servicing of bikes and other miscellaneous expenses. The cash orders help to cover up all
these expenses on a daily bases which account to 20% of the company’s revenue.
Other than daily expenses, the company accounts to various other expenses like maintenance of
the kitchen, repairing fridges, buying something new, renovating the kitchen, maintenance and
development of documents, renewing licenses, domains etc.
There are various long term and short term expense that rocketfood has to undergo in order to
stay in the business.

15. ii. Fixed and variable cost: - The Company believes in spending good money on the long
term fixed assets and at the same time maintains them properly. They have bought
delivery bikes, refrigerators, Bain marries, gas burners, laptops and many other things.
Even for the maintenance they are very particular as they have proper maintenance for all the
fixed assets in the kitchen which include things like chimney. For bikes there are proper
instructions to get them serviced from recognized company owned service stations to get the best
service even if they cost higher.
For variable cost again there are labour, gas, raw materials and other things which are useful for
the successful running of the business.
iii. Major Challenges: - There are many challenges that the company faces on a day to day
basis. To be firm in the market a company need to spear its way through the challenges
and report good profits at the end. These challenges are therefore explained in a better
way below,
a) From the competitors: - Challenges from the competitor is who can consume the larger
part of the market share. The competition in this space is immense and there are many
companies who are attracting customers in larger numbers because they have funds
which they can shell out in marketing. Rocketfood is just a startup and through
bootstrapping it becomes really difficult to throw money on marketing, operations,
advanced equipment and even best employees. Moreover, being a new company many
customers, employees and other important entities to give you importance. This is how
competitors challenge you in the market.
b) From customers: - Being a startup, you are doing many things for first time and the
business is also new so sometimes you are not able to deliver all the promises you make
initially like delivering within 30 minutes. With lack of experience in some matter you
tend to lose the trust of the customers. In the times when there is unexpected surge in
orders, you are not able to handle everything properly and fail to deliver great
experiences to the customer. But making notes of the customer preferences has greatly
impacted the company as a whole.
c) From government regulations: - There were not many government regulations which
affected the business.

16. iv. Internal Challenges: - Internally there were many challenges faced as rocketfood is a
startup, you do not always have the largest kitchen space in the market as compared to
that of the competitors. You do not have the most talented people on board and most
importantly there are lack of resources. As the company is at its nascent stage, it is still
looking out for funding and until then challenges like these will remain. I would like to
share some examples of internal challenges.
4) SWOT ANALYSIS:
Strength:
 Tech enabled startup:
Anurag being a Machanical Engineer is well aware of the immportance of technology
and makes sure that his startup is well updated with all the technologies which could
help them in their tasks.
 Highly Motivated Team:
Abhineet, being a Kairos guy is a great leader and an enthusiastic person
He is also a great Leader and keeps on making efforts to keep his team motivated and
determined towards their objectives and roles in the organisation.
 Per Person Serving System:
Rocketfood also has a unique system.
Its prices are quiet Pocket friendly due to their serving system which is made by
keeping in mind that each of their product would satisfy one single consumer.
 Innovative Packaging
The packaging system of rocketfood also makes it diffrent from others in its industry
Rocketfood provides Healthy And Hyginic North Indian Food in a shape of a pizza
box
This makes it easy for customers to have food on the go and is also eco-friendly.

17.  Prices Lower Compared To Other Competitors
The prece list of rocketfood would be lower when compared to others in its
competition
This is because of their Per Person Serving System because of which all the prices
given in our menu is FOR ONE SINGLE PERSON.
Weakness:
 Operations:
This is the biggest challenge for the organization.
As the management team is new to such exposures it is quiet hard for them to manage the
operations on a daily basis
 Dependence On Blue Collared Employees:
Any business in this sector, the need of Blue Collared Employees is a must
The Management of such employees is a challenge as they are said to have a lot of
arrogance.
Trust on such employees also takes time
 Cost Cutting
Cost cutting is also a big challenge for the organization
It has to be done in such a way that it is not observed by its consumers but also to help
the organization stay in profits.
 30 Minutes Delivery Is A Challenge:
Being A Startup, the management hustles on a daily basis to meet the 30 minunite
delivery clause.
The process for this has been implemented and best results are being expected.
 Management Of Employees:
Management of the Employees is also a challenge as they are mostly blue collered and
unskilled/skilled labor who might be lazy.
Trust on such employees is also not made easily

18. Opportunities:
 Rise of Online Food Ordering Businesses:
The rise of Online Food Ordering In the E-Commerce Sector is an great opportunities for
the organization as they are exposed to a larger market and are able to bag in more
customers than they could earlier.
 Corporate Tie-ups Available:
Corporate tieups are also beneficial for the organization as such orders are generally bulk
in number which gets the organization a larger profit margin.
 Packaged Meals In Super Markets:
As The Organization’s Products are fit to be consumed by consumers on the go,
The products may are also planned to be distributed and sold at convince stores and
supermarkets where the products are more easily available to the consumers.
 Scope Of Expansion:
The Organization may also introduce healthy meal campaigns in the cafeterias of
hospitals, schools and College Hostels.
 Creativity:
The organization may introduce new dishes for the service of their consumers
They may also introduce dishes which are being demanded by consumers but are not
available.

19. Threats
 Competition:
The organization does not have any competitors for now due to their serving system and
customized packaging system.
But it may have competitons in future which may affect the growth of the organization.
 Unsatisfied Customers:
Due e-commerce, it has become easy for consumers to share a comment of the products
served by the organization on an platform which would be visible to other potential
consumers too.
The organization needs to have a strong customer-relations team to take care of all the
consumers.
Positive comments by consumers are good for the organization but negative comments
also make a poor picture of the organization which might stop the inflow of potential
consumers.
 Reviews
Due to technology, Rating and reviewing food business organizations have become very
convenient.
It is also viewable by others .
Negitive reviews by consumers also harm an organization

20. 5) Conclusion
My Internship at rocketfood was an eye-opener for me as I could witness the kinds of
challenges which the organization uses to face on daily basis.
While working at rocket food, we were exposed to certain new software
Like Trello, Knowlarity Prego POSIST, Strawberry
The Internship also exposed us to SMS Marketing which was one of our tasks on a
weekly basis
Online Marketing was also being done by us on the organization’s official pages on
tweeter, facebook, Instagram and such social media platforms.
Process Formation was also one of our core tasks where we had to write the bible of the
organization with the help of our mentors.
We had to make processes for each and every activity being done in the organization,
weather it was incentives to staff or the hygiene standards of the food.
Making the staff follow the process was another challenge I and Anirudh faced for almost
a month as implementations of the processes was also an task which was assigned to both
of us.
Our mentors had complete faith in both of us and had left all the operations and
marketing for us blindly as they concentrated on the bigger picture, which was funding
We also had the responsibilities of Firing or Hiring an employee on a Permanent basis.
I and Arnav both felt like we owned the organization as we didn’t see the mentors for
weeks,
All discussions and information were conveyed through phone calls and mails.
To conclude with, my internship at rocket food couldn’t get any better.