Ex-Techie helps 650+ Homechefs Find Financial Freedom & Earn Rs up to 50KMonth


Adetee Agarwaal launched PinkAprons, a food tech startup to empower home chefs to attain financial independence by selling delicious home cooked meals across Pune.

With Pink Aprons, hundreds of these homemakers have not only been able to attain financial independence, but also receive extensive branding and technical support. This, in turn, has enabled them to provide nutritious, affordable and timely meals to over 25,000 customers across the city of Pune so far. 

Pink Aprons is entrepreneur Adetee Agarwaal’s food tech startup, which collaborates with home chefs to provide home-cooked meals to its customers across the city.

“During our initial conversations with these home chefs — 85 percent of which are women — we realised that even those with business acumen could manage catering only within their residential societies. They faced issues in terms of marketing, packaging and deliveries, as well as reaching out to new customers. Some others were attempting sales only as a hobby,” Adetee says in an interview. “When we stepped in, they could focus on their expertise instead of these secondary tasks. Even now, we’re seeing about 10-15 new registrations every day and are expecting to have a network of 1,000 home chefs by the end of the year.”

“We started onboarding home chefs in May 2020, and the app and the website were launched on Ganesh Chaturthi (August). But it was only in March this year that we started receiving a good number of orders, about 50-60 per day. Since then, we’ve clocked a turnover of Rs 2 million,” she adds.

PinkAprons accepts registration from home chefs on its website, offering three subscription plans for Rs 499, Rs 999 and Rs 1,999 per month, respectively. At PinkAprons, customers have the option to schedule their meals up to a month in advance.

“We do a couple of taste audits before enrolling the home chefs to make sure the quality of their food is up to the mark. The first three months function as free trials, after which they can choose which plan they want to go for, depending on the delivery radius they want to offer their services in. While we currently make use of a white label website and app, we’ll be launching our own versions early next year, which will also include a subscription plan for Rs 99 per month,” she adds.

At PinkAprons, home chefs are provided with packaging support, sponsored listings and tailored marketing campaigns that are promoted on Facebook, Instagram and Twitter. They also have the option of tracking their inventory and orders on the app, which also allows customers to make online payments. PinkAprons, which makes use of delivery partners such as Dunzo, WeFast and Bro, has recently started in Mumbai as well. 

Credit: The Better India

-Staff Reporter

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