Shivani Vora writes in The New York Times about a new trend in dining among us desis – having home-cooked meals delivered to us at our work desks. “Dubba-wallahs” are nothing new to folks living and working in Mumbai where the art and science and business of delivering food has been perfected that the enterprise is often considered a case-study in some of the top US business schools.
What’s happening here is this – we want our sabzi and paraatas just the way mom used to make ’em. The demand is definitely there because we have little time to cook and Indian restaurants tend to shovel out the same stuff at us with little or no regard to quality. Quite frankly, Indian restaurants are really only targeted towards non-Indians.
Services like Annadaata are a terrific niche market but it is also a lot of hard work. And you sure don’t want to get your orders mixed up. Imagine an irate vegetarian staring down some mutton koorma. It could get very ugly, very quickly.
Thanks to Sendhil Revuluri for sending me a link to this story. If you find desi-oriented articles on the web, please feel free to email me at tiffinbox [at] pipalproductions [dot] com.