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From Cloud Kitchens To Culinary Innovation: Fresh Menu CEO - Rashmi Daga’s Journey So Far
'Entrepreneurship Isn't Just A Career Move-It's A Mindset': Rashmi Daga On Building FreshMenu, Surviving Covid, And What's Next
Rashmi Daga, Founder and CEO of FreshMenu, is a name that resonates strongly in India's food-tech ecosystem. One of the pioneers of the cloud kitchen model in India, Rashmi transformed a personal need into a thriving business. In this exclusive interview, she shares her journey from being a first-generation entrepreneur to steering FreshMenu through turbulent times-and what the future holds.
Building With Resilience, Not Just Vision
When asked about her entrepreneurial inspiration, Rashmi speaks less of icons and more of qualities. "I admire entrepreneurs who stay committed through market shifts and personal setbacks. The challenges we faced while building FreshMenu have shaped me more than anything else."
Why FreshMenu Was Ahead Of Its Time
Leaving behind a stable corporate job wasn't easy, especially when it meant entering the food industry with no prior experience. "As a new mom with a demanding job, I couldn't find good food delivery options. That's where I saw the gap," she recalls. "The cloud kitchen model was just taking off globally. I believed there was an opportunity for a brand that delivered fresh, global cuisine reliably."
FreshMenu launched with a full-stack approach-managing everything from cooking to last-mile delivery. "That decision gave us the consistency and control we needed." says Daga.
Weathering The COVID Storm
The pandemic brought FreshMenu's biggest test yet. Revenues plunged from ₹138 crore to ₹50 crore. "We had to downsize from over 1,100 to about 400 employees and shut down 7-8 kitchens," Rashmi shares candidly. The team trimmed the menu, cut back on packaging costs, and leaned into operational efficiency. "We learned to do more with less. In 2022, we raised ₹50 crore from Florintree Advisors, which gave us the room to rebuild."
FreshMenu Today: Still Fresh, Still Evolving
FreshMenu stands as a testimony to innovation and endurance. "Our mission was to make global cuisine accessible through tech. Today we operate 72+ kitchens across four cities," says Rashmi. The brand remains committed to its core-fresh food with global flavours. "We're also venturing into sauces, marinades, and even retail formats like malls and airports."
The Future Is Omnichannel
Looking ahead, FreshMenu is set to expand to 100 kitchens within a year. But that's just the beginning. Rashmi says, "We've launched our signature hot sauce and plan to scale the packaged product line. We're strengthening B2B2C offerings for corporate clients and exploring retail formats." Her vision? "To make FreshMenu a truly omnichannel brand-present online, in stores, and in every place where food decisions are being made."
Rashmi Daga's journey is a masterclass in perseverance and purpose. In a rapidly evolving food landscape, she reminds us that true entrepreneurship isn't just about starting up-it's about staying in the game, adapting, and always delivering something fresh.
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