Millennial India has been swept by a health and fitness wave.
We might be one of the unhealthiest generations to date, given our sedentary lifestyles, lack of work-life balance, and other such things you hear on motivational videos. But, our efforts to stay fit — walking, running, hiking, swimming, Zumba, yoga, etc. — and adhere to the latest health and wellness trends are unparalleled.
Health food is one such trend that is now a Rs 10,352 crore market in India, according to Nielsen. And, it is growing at 10 percent each year.
The health food tech startup was founded by second-time entrepreneur Silky Singh (who also serves as its CEO and CTO), who earlier ran a warehousing business.
Ripsey was born out of her “personal need” to get fit.
“The biggest challenge I faced was my inability to stick to a diet regime as it often got boring, and most diet plans needed supplementation via a range of multivitamins and protein powders.
“That is when I realised that food is our primary source of nutrients, and we should rely on it to achieve our health goal. And it needs to be guided nutrition,” she says.
What is Ripsey and what it offers
Ripsey is a tech-led platform that plans meals for consumers in consultation with fitness experts, and nutritionists. It then gets its in-house chefs to prepare them at its central kitchen, and finally, delivers the meal box to the consumer’s doorstep.
The startup uses artificial intelligence (AI) and machine learning (ML) algorithms to track consumers’ progress towards their health goals and recommend meal plans based on that. “We are not a food manufacturing company. We are a health-food-as-a-service startup, and your constant health goal partner,” Silky says.
The founder explains,
Platform features and subscription model
You start by choosing your health goal – fat loss, muscle gain, or keto. The subscription-led platform offers goal-specific meal plans to its users.
You have to enter your preferred meal slots (breakfast, lunch, dinner, evening snacks, all-day), preferred subscription plan (weekly, monthly), type of food (vegetarian, non-vegetarian, egg-vegetarian), and starting date.
An average weekly subscription costs Rs 750 to Rs 1,250 (depending on your health goals), while a monthly plan costs anywhere between Rs 3,000 and Rs 5,000.
The startup claims to be delivering about 5,000 subscription orders a month, and 300-odd single orders daily. Users can also reschedule deliveries or cancel plans at any time.
Without sharing revenue numbers, the founder says Ripsey is growing at 175 percent month-on-month. “If you focus on product quality and provide a personal touch like we do through our nutritionists, customers are willing to pay a bit more,” Silky says.
Operations and growth plans
At present, the startup delivers only in Mumbai out of a single central kitchen. But in 2020, it plans to expand to three or four top metros and set up “at least” two central kitchens in every city it operates in.
It has a team of 32 people including chefs, nutritionists, and fitness experts, besides the regular mix of startup employees.
“We’re doing events like Super Salad Days, Intermittent Fasting Diets, Raw Food Diets, High Fibre Detox Plans, and so on in partnership with these companies,” Silky says.
Ask the founder about how her platform plans to stand out in a crowded health food market, and she goes,
One never knows, ‘health-food-as-a-service’ might just be the next big startup wave!