For the love of food | Verve Magazine
India's premier luxury lifestyle women's magazine
Verve People
July 14, 2011

For the love of food

Text by Malvika Sah. Photograph by Ritam Banerjee

Lonely, hungry, new to the city? Aditi Talreja’s exclusive venture,, is tailor-made for exactly such emergencies

“Food is such a big part of the Indian culture that when anyone comes to your house, the first thing you want to do is feed them,” says Aditi Talreja about starting, an online portal that allows one to order food online for home deliveries.

An avid foodie herself, it was during her graduation stint in New York that she thought of the idea, taking inspiration from similar websites there. “Ordering online is a very popular concept abroad, and I really missed it here. Isn’t it handy to find a list of places that deliver online, see their options, the menu and simply click to order?” she asks about the website’s practicality.

But just having an idea wasn’t enough. The initial work that involved getting restaurants on board and making the platform go live was time-consuming and challenging. She acknowledges she didn’t have the technical background, but spent a lot of time on the user interface and functionality to make the website easy to use. Even though most of the processes are automated, novelty is the name of the game, which keeps this young entrepreneur on her toes. Aditi knows that and agrees “our competition comes from customers who order food the traditional way – on the phone with the restaurants,” so additional features need to be added and updated frequently.

Even as trying out new eateries and innovative cuisines around town keeps her busy, Aditi is all geared up to expand her website to other cities across India later this year!

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