For the Love of Idli...with a Twist
- Sharanya Shenoy
- Apr 30, 2020
- 3 min read
Updated: May 28, 2020
There's an old saying: “Breakfast like a king; lunch like a prince; dinner like a pauper.” While most of the countries around the world seem to relish breakfast with cornflakes bread and eggs as a balanced meal, India being a country with huge cultural diversity, there is no doubt that it is reflected in the foods as well.
From Parathas and Rotis in the north, to Dosa and Idly in the south.
Poha and Vada Pav in the west to Rice cakes and Momos in the east, the varieties are endless.
Over the years with the Indian economy booming, it has encouraged a lot of interstate migration of people, be it for employment or education. This gave rise to the food industry to boom as well. With many people in today’s generation lead a fast-paced life, staying away from home, following a nutritional healthy diet is not as easy as it seems.
Idli has been popularly known as the is the most nutritious food in India. Though preparation of idly is a herculean task, it is widely found everywhere from every corner of South Indian streets to the metro cities of Northern parts of India. Perhaps because Idlis are steamed, they are even considered to be the safest foods during travel as the result they are popularly seen available in airports, railway stations and even bus stands across the country.
It has become so popular that the Defense Food Research Laboratory (DFRL) has developed ‘Space Idlis’ along with chutney powder and sambar powder that can be packed for astronauts going to space !!!!
They say that sometimes innovations take a whole ecosystem of players to fall in place at the right time. With 2020 right round in the corner, Susovan Mazumder retrospected on how another year had gone by and nothing exciting had happened in their career. Being from the south, away from hometown, his friends missed the staple delicacies from their city. All this led to some research that motivated him to open a startup in the food industry.
Everyone knows Idli is popularly had with Sambar and chutney. With Twidli, they wanted to bring out the best of health along with favors that were never thought of. With no background in the food industry and business, this startup proved to be challenging to get the right idli, since it a notion that healthy food isn’t always tasty. With constant experiments, trials and feedback – improvement cycles, we finally perfected our product –Eggli
Eggli – Warmth of idly + Goodness of egg. Yes, that’s right why compromise when you could have both? With any food, an unbiased taste test and feedback is always important. The first sale happened on the eve of New Year’s during a society event. The food was a success as there were many repeat customers as well. With that boosting their confidence, it was decided to add in a few more varieties to the menu.
To fill up the gap between the nutrition of food along with providing with a variety of fresh, tasty home-cooked food with a cultural twist,
TWIDLI was born in January 2020.
Keeping the health factor in mind, Twidli was introduced into Gold’s gym and their 3 ½ Café. Having the trainers and members liking the dish encouraged to move on for mass deliveries. Collaboration with delivery partners like Zomato and Swiggy, the kitchen went alive. Weekend breakfast deliveries in a few societies were also started. Currently in the time of COVID -19, keeping in mind the safety of everyone, it was decided to resume Twidli deliveries once it is safe!
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