Feb 4, 2020
Ola intends to do great Khichdi Experiment in its delivery and for Khichdi Experiment (KE) specifically, they wanted to give a twist to India’s original comfort food to create a differentiator from the clutter in the market. The aim was to offer one brand that gives various flavours to Khichdi.
Khichdi Experiment is available on multiple food delivery platforms. We have also launched our first offline store in Bengaluru and are experimenting with different retail models, including a corporate kiosk, presence in malls, and food trucks, to ensure we reach a wider base of consumers. We opted to launch our brand starting with targeted cities owing to their diverse demographics and capitalize on their candour to experimenting with new dishes.
Pranay Jivrajka, CEO, Ola’s food business, said that they spent a great amount of time understanding the Indian palate while playing around with popular and evolving taste preferences. Ola’s teams spent months carefully curating the best varieties of Khichdi, keeping its original integrity in mind while adding spin to the flavour.
Ola food currently offer 18 variants of Khichdi, and are working towards launching more variants soon. From the classic Plain Dal Khichdi to the Palak Paneer and even Bengali PanchPhoran Khichdi and Mumbai Pav Bhaji Khichdi, each flavour is a play on a classic dish from states across the country, with an added twist.
Khichdi is one of the most versatile dishes with a variation in almost every state and was always our first choice. As a truly Indian brand, what better dish to start of our food journey with than India’s national dish? For decades now, this simple yet nourishing dish has been an integral part of everyday life and we have given it a new spin.
With the success of Khichdi Experiment also plays a pivotal role in establishing Ola Foods as a leading player in the industry and aims to continue building its own food brands including KE as well as a range of brands across categories such as rice bowls, biryani and more.
Over the next few months, the delivery company will be working towards expanding network of state-of-the-art kitchens and adding more varieties such as non-vegetarian variants that are currently available in select regions.
Pranay Jivrajka, said, “With the success of KE and great feedback that we have received from the customers, we also plan to expand our offerings by introducing a range of healthy multi-grain Khichdi and Khichdi thalis that will add on to the versatility of the brand. The way forward is to create enriching, wholesome food experiences across multiple categories and become an exemplary Indian food brand.”