- From your cloud kitchen Goila Butter Chicken, you are now foraying into a cookware segment with the brand Delishaas, tell us about the brand and what sets it apart from others?
Delishaas is sort of my wordplay for delicious, it got popular as a social media hashtag few years back. For me, as a chef and content creator I like to create fun content around food, and we always use words like tasty or delicious; so, for me ‘delishaas’ became the term that I would use when I wanted to say that something was incredible. It made me feel special. That where the name comes from, and it was only apt to launch my cookware range with that name.
Initially, I was a little hesitant to call it Delishaas but Roposo, who I have partnered with for this were very confident to use this. In this creator economy, they create differentiated brands and that is how Delishaas also came around.
“Roposo enables celebrities and creators to launch brands that embody their personal ethos. Through Roposo and Glance, these brands potentially reach the most relevant and interested cohorts, in a fun, entertaining way, Chef Saransh’s cooking style is all about having fun in the process, which fits perfectly with our entertainment-first philosophy, and resonates well with our consumers. Delishaas will bring millions of cooking enthusiasts a truly differentiated product and help us tap into the fast-growing cookware market”.
Mansi Jain, Senior Vice President and General Manager, Roposo.
- What according to you are the pros and cons of being an entrepreneur?
I think growing up as a chef, I never thought I would be an entrepreneur. However, over the years through my journey as an entrepreneur I have realised – the biggest pro is you can bring your ideas to life and one of the biggest lessons is to share your ideas and thoughts with people. There are plenty of people in this world to partner with, who will believe in you. The world we live in is about collaborating, not just product but even in the content creation industry. One of the only cons is, it is stressful and you’ve to learn how to balance your life.
- What the product range looks like? And what is the price range for the same?
We currently have two selling mediums including Delishaas.com and the products will also be available on Glance and Roposo. Between Roposo and Glance, they have a large consumer base of up to 200 million consumers, making them one of the largest live entertainment platforms. We are launching when Diwali is just around the corner as its considered auspicious too. The product is priced around Rs. 2000 – 3000. We have 5 products which will be available in Tri-Ply stainless steel and Non-stick Aluminium variants, which are made for different types of cooking, which means we have the best of both worlds.
The colours and designs of these products have been chosen in way which allow you to cook and serve as well as serve in them. These are beautiful looking pots and pans, with Indian edge exteriors which give them a look of a classic kadhai. We have paid a lot of attention to the design and details of these products, and we want the consumer to feel special when they use these.
- Is the brand fully D2C and will it be available on other platforms as well?
It will be available on all marketing platforms, eventually. We’ll start with the website, Roposo and Glance but later move on to sell the products across the marketplace.
- How do you plan to compete with other brands, esp. when other popular chefs have launched their own cookware brands?
It is not new for chefs to launch their own cookware ranges, especially as I have dreamt about mine for years now. However, it is happening for me at the right time, this partnership with Roposo. I think how Delishaas is really different is we are extensively working as a brand that does not require a lot of maintenance and makes your cooking like a high quality and fun culinary experience.
We are not just selling pots and pans, Delishaas should be a brand that comes to your mind when you think of a durable, well – designed, trustworthy and high-quality range of products.
- Are there any other collaborations in the pipeline?
Currently, we are excited to launch around Diwali and want to move the product out. Post the launch, I would want my friends, family, and community to cook using the Delishaas range. I would look to do collaborations with my fellow creators or food creators. We might do some fun engagement activity with them. Right now, the idea is to launch the product and for the people to experience it; and tell us if they like what we have done. One of our taglines is – Dil Se Delishaas, because we have created it with a lot of love and I’m hoping that we get the same love back.
