Rashmi Daga, an IIM-Ahmedabad graduate, dared to leave a high-paying job to venture into the world of entrepreneurship. Her brainchild, FreshMenu, stands today as a testament to her perseverance and dedication in the competitive online food delivery market.
The Genesis of FreshMenu
In 2015, Rashmi founded FreshMenu, a Bangalore-based online food delivery service with a simple goal – to bring freshly prepared, delectable meals to people’s homes and offices. Before entering the food industry, Rashmi explored various sectors, including education, jewelry, IT, medical, and even cab services, where she served as the Sales Head at OlaCabs.
The Educational and Professional Background
Armed with an MBA from IIM-A and a Bachelor’s in Electrical Engineering from Delhi College of Engineering, Rashmi had a diverse career trajectory. Her corporate journey included roles at IBM as Business Manager and later as the Regional Sales Executive at Johnson & Johnson. However, the desire to build something of her own lingered.
FreshMenu’s Unique Approach
FreshMenu distinguished itself with a focus on freshness. Offering a new menu every day, the platform covers a range of cuisines, including Continental, Asian, Lebanese, Mediterranean, and Italian. It caters to diverse taste buds, ensuring customers receive tasty and healthy meal packages for lunch and dinner.
Steady Growth and Expansion
FreshMenu has steadily expanded its footprint and currently serves over 30,000 customers daily across Mumbai, Bangalore, and Delhi NCR. The brand boasts a pan-India presence and stands out with its 22 kitchens in Bangalore alone, each catering to a five-kilometer radius. Revenues for the company reached INR 72 crore.
Facing Challenges Head-On
Like any startup, FreshMenu encountered its share of challenges, especially during the Covid-19 pandemic. The industry witnessed hardships, including losses and employee layoffs. However, Rashmi’s resilient spirit led the company to embark on a fresh start.
The Resurgence
FreshMenu secured funding of Rs 50 crore from Florintree Advisors, a pivotal moment that fueled the startup’s revival. The funds were strategically utilized to expand kitchen operations and introduce new brands. Despite a dip in fortunes, FreshMenu processed over 8,000 orders daily, with 85% of revenue coming from delivery aggregators like Swiggy and Zomato.
FreshMenu’s Unique Selling Points
Rashmi’s brainchild thrives on innovation. The menu at FreshMenu constantly evolves, offering surprises to customers. The startup introduced labels focused on plant protein, grain bowls, barbeque, and grill platters, seasonal fruits and vegetables, and zero-sugar sweets. The menu spans diverse global cuisines, adding an element of excitement for customers.
A Strong Comeback
FreshMenu’s resurgence under Rashmi’s leadership demonstrates her ability to navigate challenges and adapt to market dynamics. The brand’s commitment to delivering quality, fresh meals has helped it weather storms and regain prominence in the online food delivery sector.
Conclusion
Rashmi Daga’s journey from a corporate professional to a successful food entrepreneur exemplifies the spirit of women breaking barriers. FreshMenu’s success story underscores the importance of innovation, resilience, and a customer-centric approach. As FreshMenu continues to thrive and expand its presence, Rashmi Daga stands as an inspiration for aspiring entrepreneurs, proving that with determination, any hurdle can be overcome in the dynamic business landscape.
