Keerthi Charan Velmurugan

Kishan Umesh Singhania

Yash Rajendra Mundhra
“Ministry of Curry is a popular food blog that
shares easy and authentic Indian recipes. The
blog was started by Archana, a former software
engineer who is passionate about cooking and
sharing her love of Indian food with others.”

Wide Variety of recipes Ministry of Curry is a great

Quick and easy recipes resource for anyone who
Weekend Meal ideas wants to learn how to cook
Traditional cooking World-Wide Cusinie food.
The recipes are easy to
follow, and the results are
always delicious.
Protocol Analysis

Sample Size: 25

Procedure: 20 - Qualtrics Behavioural Survey

05 - On-Call Personal Interview

Results
<22 = Prefer to cook alone or don't cook at all
23 - 29 = Prefer to cook with their Friends or Spouse
>30 = Prefer to cook with their Spouse or Family
Tier 2 city people usually prefer cooking with their family members
or Spouse because of Joint family.
Tier 1 city people prefer to cook with their friends or alone.
People who are home cooks and are in the range of “neutral” to
“Very Likely” to try different cuisines all prefer to cook at home
on weekends.

The majority of people who choose "to partially cook and order" are
home cooks and are either highly or somewhat inclined to attend
cooking classes."
Ideas Generated

Inference from Survey New verticle identification

The majority of people who choose "to partially cook Introduce Offline Culinary exploration workshop for
and order" are home cooks and are either highly or friends, family and corporate team-building activities.
somewhat inclined to attend cooking classes."

Users cannot find alternative ingredients and don't With the integration of the Smart AI tool -Chat Base,
receive immediate support for the solution; users also we can solve this problem.
have doubts about portion sizes and ingredient mixes.

Over the weekend, most respondents want to Introducing cloud kitchen, offering special
partially cook and part order to save time while dishes and specialty food over the weekend.
still having home-cooked food.
Study Design

Females aged between 18 to 29

search for recipes like appetizers,
snacks & desserts

Females aged between 30 to 65+

search for recipes like Breakfast,
Lunch & Dinner

The average score for the The average score for the
left picture - 8.04 right picture - 2.52

Cooking recipes that people search for are:-

Average rating of
Rank 1 - Indian
the Website given
Rank 2 - Italian by the
respondents
Rank 3 - Fusion
Rank 4 - Mexican
Rank 5 - French
Rank 6 - Japenese
Data Analysis

Pain points identified from the analysis.

1. People don’t read and cook; they wish to hear.

2. People want to cook different cuisines at home but lack proper
information like ingredients, method of cooking, etc.
3. Quick recipes and easy food options are great options but lack the
proper inputs.
4. Website and landing pages are too basic, and people nowadays don’t
refer to websites for food recipes; thus, the alternate information source
is a must.
5. Nowadays, people like to cook and call friends and family over for get-
togethers, but people hesitate due to low information.
Conclusion
Our ideas and suggestions for the business

1. Improve website design visuals and ease of navigation.

2. Start new content on Audiovisual mediums like YouTube
and podcasts for the recipes.
3. Venture into online culinary experiential classes for groups
- friends, family, corporate and more.
4. Bachelors and young people are more inclined to try and
cook easy yet simple food. Thus, create short-byte content
from existing blogs and website content.
5. Curate a podcast on the history of food and the nuance of
food so that people know the culture and appreciate the
food and practice behind it.

“All in all, we are transforming a simple blog website into a 360-degree offline culinary experience and appreciation brand.”