Daman Singh Kohli, cofounder, Cook Gourmet, Gurgaon, is of the view that ready-to-eat food tech firms are betting through these cook-it-yourself companies to revive the industry. "Internet-first restaurants are playing the game on fences—no one is focusing on the product, there is little innovation in food in India," he added. Cook Gourmet has a customer repeat rate of 55-60 percent.

InnerChef offers its users a menu comprising of 20 dishes where customers place orders twice on an average in week.

Products are packed into kits at the central kitchen from where they are sent out for deliveries to the particular locations.

These ventures make sure that fresh products reach their customers. Xerxes said, "There's no hiding anything in this model as you're sending pre-cut vegetables and ingredients that are not masked in any way,"

Rachita Arora, founder of Bengaluru-based Chef Sutra "Sourcing exotic ingredients for gourmet dishes is a challenge as you don't get them in one place and need to stock up,"

Arora’s Chef Sutra deal directly with the farmers and poultry and meat butches for vegetables and non-veg delivered whereas Chefkraft relies on FirstAgro, Godrej and Venky’s.

Kohli of Cook Gourmet is of the view that this model would pick up pace in cities with dense population where cooked food would have to travel long distances before reaching the customers.

More so, Singh of Fireside Venture, finds this model free of delivery pressure. "Ensuring that food reaches in a short window of time isn't such an important requirement. The trick again has to be to build a lot of stickiness with the customers by giving them new choices and rotating the menu regularly," he added.  

Since its recent inception, the model of cook-it-yourself is focusing on awareness and promotion of the concept among people from corporate world as well as the non-working class.

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