Urban Granny: Simplify Indian home cooking by reducing user time & effort

About Urban Granny –

Urban Granny aims to simplify Indian home cooking by reducing user’s time & effort through easy to use, value added, and preservative free, long shelf life ready to use products

The Problem –

Indian cooking involves complex, time consuming & messy processes like pressure cooking, kneading, boiling, frying etc. Users do not have time to spend hours in kitchen to prepare & plan for food. They want it quick, easy and spontaneous. Our products allow them to cook traditional/new age recipes when they want, the way like it under 10 min without compromise on health. Statistically, Indians on an average spend 13 hour a week cooking vs global average of 6 hour.

The Product –

First in line product, the Easy Cook Range is pre-soaked and boiled legumes that take way the 8 hour preparation time and need for pressure cooking. Traditionally, for eg, the users need to soak chole/rajma overnight and then pressure cook it the next day before the actual gravy making starts. With Urban Granny Easy Cook Kabuli Chana, the cooking starts with gravy making and can be finished in just 10 minutes without compromise on taste or health.

Competition –

There is no noteworthy direct competition. Indirectly, we compete with raw staples & food deliveries. Our users appreciate food quality, ease of use and no overnight planning required. We don’t impose taste – users can cook the way they like it. Our products are thus independent of regional or ethnic acceptance.While barriers to entry are low, each recipe is a proprietary SOP. Unique product portfolio & brand name is our defense to new brands. 

Current Status – 

Started in March 2022, we are currently selling 7 SKUs with E-grocers (Blinkit and Big Basket), D2C and Amazon. Current MRR is ~2.5 lacs of GMV at gross margin on 65% with basic spend on channel marketing.

Team –

Ashwin(Co-Founder) provides strong product foundation through 8+ years’ FMCG experience in building brand/channel, sales & marketing. Pallav(Co-Founder) brings complimentary business skills through 6+ years’ experience across industries & functions like strategy, investments, equity research, sales & planning. He has done CFA L3 and both belongs to premier institutes like SRCC, IIM Indore, ISB.