There is no denying that the food and beverage industry has had to reinvent itself to the expectations of a post-pandemic world. With more people staying indoors and trying their hand at being gourmet chefs, food businesses have shifted focus as well. Delhi-based startup Delicut, which packages food made with the Sous Vide gourmet technique, is the perfect example of this.
“We wanted to transform the frozen foods industry with our one-of-a-kind offering-Sous Vide gourmet frozen meals. Currently, the market is dominated by marinated meats which require a thorough knowledge of cooking to achieve the desired product, Delicut ensures everyone cooking at home is able to make the finest artisanal dishes just like the ones from their favourite restaurants, in the comfort of their home without any hassle. All one needs to do is quickly thaw the meal and simply grill or sear it for about a minute on each side,” explains Tarun Arora, Founder and CEO of Delicut.
Arora felt the urge to bring something unique and unparalleled in the cluttered and unforgiving food and beverage market, especially after the pandemic struck. Therefore, he launched Delicut in December 2020. His vision was to keep developing FMCG premium quality gourmet products backed by extensive research in food tech to create a new product segment in the market.
Arora’s background in the hospitality sector helped him build his brand. He has prior experience of operating a hotel in Goa, as well as owning and operating two restaurants in Delhi called Chew – Pan Asian Cafe and Niche Lounge and Bistro. He claims to have always nurtured a passion for food and by working with seasoned professionals in the food and beverage industry, he was exposed to advanced artisanal techniques in modern age cooking. This knowledge allowed him to launch Delicut.
“We ensure that we use only the best quality ingredients, and our products go through several elaborate overnight processes of treating the protein with brines and marinades, followed by cooking with the ‘Sous Vide’ technique to absolute perfection,” he explains.
For those unfamiliar with the term, ‘Sous Vide’ is French for ‘cooking under vacuum’ and refers to an artisanal cooking method developed in the 1990s. The food is cooked in vacuum-sealed sous vide bags in a water bath machine, and each type of meat has its own times and temperatures. For example, a shank of lamb needs to be cooked at 173 degrees Fahrenheit for 12 hours to get the melt-in-your-mouth texture which is difficult to achieve by other cooking methods. Food prepared with Sous Vide technology is served across many restaurants and hotels but Delicut is the first to launch it in the packaged foods market. Even if you don’t plan to consume the meals directly, they can be stored in the freezer where they will remain fresh.
A self-funded company, Delicut operates on both fronts, B2C and B2B. Since they began, the company has been on an upward trajectory of 150% to 200% business growth monthly with an aggregate repeat purchase rate of 70% to 80%. Arora shares the reason for this success, “It is the uniqueness of our concept, where a person with no cooking experience can whip out a fancy artisanal meal for themselves in 10 to 12 minutes. From the freezer to the plate, faster, cheaper and fresher than a home delivery meal from a gourmet restaurant.”
Generating product awareness on how Sous Vide products are superior to other frozen and ready-to-eat options available on the market has been challenging for the team. However, those who try the products rate them highly, provide great product feedback and return frequently.
Food blogger Sahiba Gursahaney shares, “Delicut’s Pesto and Walnut Fish was so fresh, melt-in-the-mouth and flavourful! Loved it! The Herbed Butter Garlic Prawns were my favourite. Spicy with such a beautiful kick and such juicy prawns. Superb marination. Just take the prawns out of the packet, thaw them, and cook on a grill pan. As easy as that!”
Some of the best-selling offerings of the startup include Herb and Paprika Chicken Breasts, Bangkok style Chicken Satay, Herbed Butter Garlic Prawn Skewers and Herb and Paprika Cottage Cheese Steak, as well as Lemongrass and Thai chilli fish. Arora believes the meals are popular because they are extremely easy to prepare, healthy and offer an intense taste profile.
Delicut’s meals come packed with sauces that specifically complement each preparation such as the remoulade sauce for their patties. This sets them apart from others in the packaged food industry. Further, Arora believes that the in-depth research and development backing their ready-to-eat meals uplifts the overall flavour intensity while keeping a tab on all food safety standards. “The end result is exactly of the kind that people pay top dollar for at the fanciest of places, but they are getting it for a fraction of the cost,” beams Arora. This is perhaps why Delicut has witnessed substantial growth with people appreciating the concept.
Currently based out of Delhi, they aim to launch the brand pan-India before the end of 2021 and are working on increasing their product offerings from sauces, dips, marinades to gourmet cold cuts, vegan, and human-grade pet food for this purpose.
Delicut products can be delivered anywhere in Delhi-NCR within two hours through their e-commerce platform www.delicutfoods.com. They can also be bought from modern trade stores like Modern Bazaar, Le Marche, and The Taste, among others.
The writer pens lifestyle articles for various publications and her blog www.nooranandchawla.com. She can be reached on firstname.lastname@example.org.
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APPLAUSE ENTERTAINMENT BEGINS 2022 WITH A HAT-TRICK OF SHOW RELEASES IN JANUARY
Applause Entertainment has kick-started 2022 on a high note, with two back-to-back show releases. The Sameer Nair-headed content studio of the Aditya Birla Group started the year with a bang with ‘Kaun Banegi Shikharwati’ streaming on Zee5 and ‘Humble Politiciann Nograj’ streaming on Voot Select.
Now, Applause Entertainment is all set to score a hat-trick with Mohit Raina-fronted ‘Bhaukaal Season 2’, streaming on MX Player.
Interestingly, Bhaukaal Season 2 is Applause Entertainment’s 30th release since its inception, it is 10th offering on MX Player and also its seventh show to boast of a second season. The first season of ‘Bhaukaal’, which was released in early 2020, became a huge hit for its hard-hitting storyline based on a real-life super cop, Navniet Sekera. The second season of the show revolves around how this police officer in Muzaffarnagar, UP, busts the Dedha gang and brings law, order and peace to the region.
What makes this feat even more commendable is that Team Applause is constantly exploring different genres with every show. ‘Kaun Banegi Shikharwati’ produced in association with Emmay Entertainment, streaming on Zee5, is a story of a royal dysfunctional family featuring an ensemble of fantastic actors like Naseeruddin Shah, Lara Dutta, Soha Ali Khan, Kritika Karma, Anya Singh and Raghubir Yadav. The political satire, ‘Humble Politiciann Nograj’ produced in association with Firstaction Studios and Danish Sait, streaming on Voot Select, takes ahead the 2018 film with a new story running into 10 episodes. ‘Bhaukaal Season 2’ produced by Applause Entertainment in association with Baweja Studios Production has been eagerly awaited by the audience ever since it was announced post the release of its first outing.
DEEPIKA, ANANYA & SIDDHANT STARRER ‘GEHRAIYAAN’ TRAILER OUT NOW
MUMBAI: Directed by Shakun Batra, Amazon Original Movie ‘Gehraiyaan’ stars Deepika Padukone, Siddhant Chaturvedi, Ananya Panday, Dhairya Karwa as leads along with Naseeruddin Shah and Rajat Kapur in pivotal roles.
Gehraiyaan will have its World Premiere on Amazon Prime Video across more than 240 countries and territories on 11 February 2022. Directed by the very talented Shakun Batra, Gehraiyaan is a relationship drama that looks beneath the surface of complex modern relationships, adulting, letting go and taking control of ones’ life path.
Speaking about the film, Deepika Padukone said, “Alisha, my character in Gehraiyaan is extremely close to my heart and certainly one of the most challenging characters I have portrayed on screen. I am grateful to have had the opportunity to play a role that was fun and challenging at the same time.”
Ananya Panday said, “Shooting with the wonderful cast and crew of Gehraiyaan has been an absolute high point for me and I never wanted the shoot to end! There’s a certain realness to the story of Gehraiyaan; while the film dives into the complexity of relationships it also talks about the thrill of being in love, of discovering oneself and charting ones’ path.”
ALIA BHATT CLOTHES THE NEEDY
NEW DELHI: Pretty Bollywood actress Alia Bhatt, who will soon be seen in S Rajamouli’s magnum opus ‘RRR’, is now giving back to the community through a new initiative. She launched Ed-a-Mamma, a conscious clothing brand for kids, a while back and has now kicked off a ‘Buy1Give1’ initiative, which will provide basic clothing for underprivileged children. For this initiative, every purchase made on their website will be matched with a garment donated by Ed-a-Mamma for a child in need. Ed-a-Mamma has partnered with Goonj – a renowned NGO working across India that focuses on clothing as a basic, yet unaddressed need. Alia Bhatt said, “With Ed-a-Mamma, I set out to create a world that nurtures in children, a love of nature. Knowing full well that they will look after what they love. The Buy1Get1 initiative will be used to gift garments to children in need and we hope to make kids understand the joy of sharing with people who are less fortunate.”So while the actress’ career is flying high and she is busy with numerous films, Alia has not forgotten those in need.
SIDDHANT BRINGS A LUXURIOUS HARLEY DAVIDSON HOME
MUMBAI: Actor Siddhant Chaturvedi recently brought home a luxurious Harley Davidson Sportster S, making him the first person in India to have the bike.
The ‘Gehraiyaan’ actor took to his social media to share the news of the same with his fans and followers. The actor, who rose to fame with MC Sher from Gully Boy, has certainly come a long way in the matter of just 3 years, which is a rather remarkable feat.
On the work front, Siddhant is currently gearing up for Shakun Batra’s next ‘Gehraiyaan’. He also has ‘Phone Booth’, ‘Yudhra’ and ‘Kho Gaye Hum Kahan’ in the pipeline.
SONAL CHAUHAN TO PLAY LEAD IN AKKINENI NAGARJUNA’S THE GHOST
MUMBAI: Akkineni Nagarjuna’s ‘The Ghost’ is a much-anticipated film ever since its announcement. Earlier it was said that the Bollywood star, Jacqueline Fernandez was cast for the film however, the word on the block is that the talented Sonal Chauhan will be playing the lead opposite Nagarjuna instead of Jacqueline.
That’s right, Sonal Chauhan fans are in for a treat as they get to see their favourite actress on the silver screen. A source close to the film said “Makers felt Sonal Chauhan was the best fit for the lead role opposite Nagarjuna in ‘The Ghost’. They felt both the actors Sonal and Nagarjuna would make for a fine on-screen pair and that’s when they approached her. The two are definitely going to portray some great chemistry in the film.”
SALMAN TO FEATURE IN GURU RANDHAWA’S NEW SONG
MUMBAI: Superstar Salman Khan will be seen flaunting his acting skills in singer Guru Randhawa’s new song ‘Main Chala’.
Female vocals of the track have been lent by Lulia Vantur, and the female artist who will be featuring alongside Salman is Pragya Jaiswal. On Tuesday, Guru Randhawa took to Instagram and shared the update with his fans.
“Love will be in air with #MainChala! Song releasing on 22nd January. Stay Tuned,” he wrote.
He tagged Salman Khan and Pragya in the comments. Produced by Salma Khan, the romantic track will be out on January 22.
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