Year: 2025
Type: article
Abstract: The Indian meal kit subscription industry is on the cusp of emerging as a strong segment, influenced by rising urbanization, hectic lifestyles, and an upsurge in the demand for easy yet healthy meals.Urbanites, particularly students, working professionals, and small families, are finding it challenging to cope with meal planning, grocery shopping, and cooking at home due to a lack of time.This study investigates the potential of a subscription meal kit service that sends fresh, pre-measured ingredients with simple recipes, allowing users to cook healthy home-cooked meals with little effort.This research utilizes a mixed-methods approach to research with the use of both qualitative and quantitative data-gathering strategies.Primary data collection was carried out using surveys, interviews, and focus groups, while secondary data collection used market trends, competitor analysis, and consumer trend observation.The research points to high demand for meal kit services, especially among busy consumers who balance convenience and health considerations.Nonetheless, affordability is still a major concern, with price ranking high among deciding factors.Other key drivers are ingredient quality, meal diversity, and convenience of preparation.Customers like meal kits that provide customizable meals like vegetarian, vegan, high-protein, and low-carb meals.Competition from well-established food delivery companies like Zomato and Swiggy is a challenge.Meal kit providers need to concentrate on affordable pricing, better ingredient quality, flexible subscription plans, and digital innovation to succeed.This research deduces that meal kit subscription business can be a success in India by responding to consumer issues associated with pricing, quality, and convenience while leveraging strategic marketing and technology-enabled strategies to stand apart from other available food delivery sites.
Author: Saravana Reddy Kunam
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Zero hunger
Open Access status: diamond
OpenAlex ID: W4410541013