Eatelish helps users explore regional food stuff- Case Study


Do you crave to relish delicacies from different parts of India such as the fresh cookies from Mumbai’s bakeries, Rajasthan’s aam papad, Darjeeling tea and more? If so, you have the chance to get these on your dining table or kitchen with a single click of a button.

Well, you do so as two friends – Shipra Bhansali and Tanul Mishra who have enabled the discovery of regional food from several parts of the country with their venture Eatelish that is a couple of years old. The firm sells both individual products and subscription boxes across categories such as beverages, condiments, spices and dry snacks.

Regarding this company, Tanul Mishra, the Co-Founder of Eateslish stated that they both have been raised up in multi-cultural environments with great food. They have figured out that there is a diverse depth in the Indian food domain that remains unexplored. For this reason, they both wanted people to explore the same in their dining tables and kitchens.

The duo chose to come up with the products that have relatively longer shelf life in order to prevent the logistical nightmare. Hence, they decided to come up with a catalogue of products after shelling out a year’s time in establishing relationships with suppliers and customers. The suppliers to Eatelish are those who curate the recipes and stories from the families, and these are shared with the products on the website.

From earlier 2014, Eatelish started with the commercial sales. As of now, the website has a product catalogue of between 30 and 40 products ranging from ten regions across 30 suppliers sold on the website via six partner portals. The partner portals include Junglee, Greencart, BigBasket and others. On these portals, the products are sold under the Eatelish brand.

The online grocery stores make a lot of sense as a macro catchment area, claimed Saloni Nangia, the President of Market Research firm Technopak Advisor. Also, Mishra claimed that the partners provide the company a platform to ride on and grow at a faster pace. As Eatelish is bootstrapped, it is not spending too much on the marketing requirements. Creating a brand is an uphill challenge when there is no money.

Hema Rajan from Chennai, the founder of Meenu’s Kitchen Magic, a brand of spices and snacks commenced selling her products via Eatelish a year back. She stated that enquiries about the products have increased in number and that they have started selling via Eatelish. She further stated that the platform has helped the brand receive more consumers and that they save the cost spend on courier and logistics as well.


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