No matter how many restaurants or how many ever cuisines come up, people always nurture a fondness for home-cooked food, especially once they have to forgo the luxury of eating their mother’s dishes. The fact that it is hard to get such food in restaurants makes it even more alluring.
Capitalising on this are a group of homemakers in Chennai who have been operating a hyperlocal start-up — Moremilaga — that delivers authentic, vegetarian, home-cooked food. Founded by a mass communications graduate Vijayalakshmi Ganesh, the start-up’s name is a play-on-words. Vijayalakshmi explains, “In Tamil, it is the name of a spice while North Indians would read it as ‘more milega’ meaning (I’ll) get more.”
The first thought of starting something like this came to Vijayalakshmi about an year ago, thanks to an old lady whom she observed. “She would go to different households and cook for them every day. I used to wonder why she doesn’t get customers to her place instead of her going everywhere.” And expounding her idea further, Vijayalakshmi then assembled about 10 homemakers whose home-cooked food would be delivered to homes and offices. All they had to do was prepare extra quantities of the dishes they would anyway cook at home.
Almost all of these ladies are Tamilians, however, among the team is also a North Indian, which allows Moremilaga to have authentic North Indian dishes on its menu. Orders can be placed through either the Moremilaga app or through its website www.moremilaga.com. Some of their popular dishes include kandathippili rasam, pirandai thogayal, seppankizhangu roast, milagu kozhambu, thavala adai and avial. If you’re a Tamilian, those names are sure to have tickled your taste buds, and if you’re a North Indian, here’s a sampling of what you might get to order from here, albeit in their home-cooked versions — palak paneer, aloo mutter, pudina paratha etc.
To spread the word about their initiative, the ladies initially put an advert in the local newspaper and since then have only relied upon word-of-mouth marketing. Moremilaga has progressed steadily and currently gets about 40 orders per day on an average on weekdays, with weekends seeing more orders.
Reach Out: www.moremilaga.com