Meryl Sebastian and Zoya Mateen
“There is no limit to a man’s need for biryani.”
Anirudh Suresan, a Delhi resident, ordered the dish from Hyderabad, a southern city known for its biryani, a fragrant rice dish with meat or vegetables layered on top, thousands of miles away.
He also ordered Bengali sweets from Kolkata (formerly Calcutta) and tunday kebabs from Lucknow, which are skewered lamb patties.
His experience, be that as it may, ended up being nowhere near great.
According to what he told the BBC, “the biryanis were awful, they were devoid of everything that makes biryani a biryani.” Any local sweetshop in Delhi could not compete with the Kolkata sweets, and no amount of heating on the stove could revive the tundays.”
Mr. Suresan is one of the thousands of Indians who are betting on the food delivery app Zomato’s Intercity Legends and going the extra mile — literally — to satisfy their insatiable desire for biryanis, rasgullas—balls of cottage cheese dipped in hot sugary syrup—and kachoris. The company has partnered with 120 well-known restaurants in ten cities to fly some of India’s most well-known dishes to customers within 24 hours.
According to Kamayani Sadhwani, who is in charge of the service at the company, “the idea was to put India on a platter for the breadth and length of the country.” As an experiment, Zomato launched the service in August to residents of south Delhi and portions of Gurugram (Gurgaon), a posh capital city suburb. Since then, it has expanded to more than six cities, including Bengaluru and Mumbai. The organization currently means to make the help accessible the nation over as request develops.
Ms Sadhwani says the contribution is based on “wistfulness” and “investigation”.
“Our point was to take special care of the necessities of our clients in two ways – by aiding them reconnect with their foundations through the flavor of their old neighborhood food and by offering them a chance to find the immense range of culinary enjoyments our nation brings to the table,” she adds.
According to at least nine other customers interviewed by the BBC, the program was “tepid at best,” just like Mr. Suresan did.
Be that as it may, Ms Sadhwani said the client reaction “has outperformed our most out of control assumptions”, however she declined to indicate the size of the tasks.
“When we first started, we thought it would cost a lot and be a luxury product. “But our cost projections over time have led us to believe that it is not a luxury,” Zomato Global Growth vice president Siddharth Jhawar told Business Standard last year. Zomato has experimented before, offering discounts and promising grocery deliveries in minutes as well as lowering delivery prices and wait times. The company has constantly pushed the boundaries of logistics ever since it was founded in 2008 in order to make money in the crowded food market in India.
When restaurants were forced to go online and heavily rely on apps like Zomato for delivery, experts say its model also benefited from the pandemic.
“Food conveyance turned into the most applicable during the long stretches of lockdown as fine feast cafés that in any case didn’t get into food conveyance, figured out how to bundle their food and send it out,” says Sonal Ved, Mumbai-based computerized manager and writer of food books: At any rate, tiffin and Whose Samosa Is It?
She continues, “Zomato Intercity is probably an extension of that.”
However, transporting biryani thousands of miles away is no joke, and Zomato claims that it takes every precaution to ensure the food’s safety.
It claims that the food is preserved without the need to freeze it or add any kind of preservatives by making use of tamper-proof boxes and “state-of-the-art mobile refrigeration.”
In addition, the success of the program can be attributed to the fact that numerous restaurants on the platform already offer intercity delivery through partnerships with courier companies.
“Orders have been coming in from all over India because Zomato Intercity created a buzz and made our products famous.” says Sudip Mullick, director of Balaram Mullick and Radharaman Mullick Sweets, a well-known sweet shop in Kolkata.
Mr. Mullick primarily sells their baked rasgullas and sandesh, a fudge-like confection made with cottage cheese and sugar, which are packaged in special boxes to ensure a safe trip, on the platform.
According to Mr. Mullick, order growth was exponential during the winter months in India, which are festival seasons. We were unable to keep up at one point, and in order to complete the intercity deliveries, we had to stop delivery at our counters.
Customers’ comments have also been positive, according to other restaurants.
“It’s been perfect,” says Shoaib Mohammad, overseeing overseer of Pista House in Hyderabad which is renowned for its biriyanis and haleem, a rich, fiery glue of sheep and wheat.
On weekends, they now make over 100 deliveries on average, the majority of which come from Delhi and Mumbai. “We recently delivered 800 boxes in a single day,” he declares.
In September, a customer in Gurugram who was dissatisfied with his biriyani order tweeted that he had only received a small box of curry or salan. Mr Mohammad said Zomato settled the objection by finding the lost request and adding on a free biriyani.
He added, “It ended up becoming good advertisement for the restaurant and the platform.” However, specialists have lingering doubts about the plan’s drawn out feasibility, refering to the trouble in normalizing and executing the assistance the nation over.
“The thought is perfect on paper given Indians’ affection for wistfulness, however the long travels and our generally overburdened cold chain foundation make it a profoundly cost-escalated practice for Zomato,” columnist Sohini Mitter says.
Customers wonder, more than anything else, whether they can truly replicate the dining experience at famous restaurants that are hidden away in bustling markets and winding backstreets.
“I don’t feel that sorcery can be repeated inside cool affixed plastic compartments. Even though the food is still edible, it has lost all flavor and texture,” says Ms. Mitter.
Mr. Suresan concurs. “Walking up to a place like Hotel Shadab in Hyderabad, where the scent of spices and meat hits you from a hundred yards away, has a certain charm,” he says.
“A waiter hands you as many little bowls of salan and raita as you may need, and you’re seated amidst bustling crowds.” “Piping hot biryani is brought to you on a plate, and every bite is packed with flavor.”
Ms Ved says by and by she also would like to eat a biryani in a famous area “however in the event that simulated intelligence and coordinated factors can offer answers for those who’d prefer eat in their house, it’s really great for business”.