Business Description:Calorie Care delivers healthy, nutritionally balanced meals to individuals and corporates. Meals delivered to individuals are calorie-counted and are available in a number of options - multiple cuisines, multiple calorie counts, for regular and special diets (high protein, low sugar, low sodium).
All meals are designed by dieticians, cooked as per standardized recipes and tracked using custom-made software. Other differentiators are the high hygiene standards during cooking and packing, 24 hour customer service and daily sms-based feedback system that achieves an aggregate customer rating for the day's meals.
At present, the company provides the service across all of Mumbai and through a JV partner in Baroda. The next step of geogaphic expansion shall be launching in Bangalore and Delhi, in that order.
Industry:Wellness
Founded in:2004
Source of idea:Wanted it as an individual customer
Significant Competitors:VLCC Alive, Vital Foods, Positive Health Tiffins
Company Details :
Company Name:Calorie Care
HeadQuarters:Mumbai
Stage of the company:Scaling up
No of Employees (2006):26-50
No of Employees (2007):51-100
Office Locations(2006):0-1
Office Locations(2007):2-5
No of companies promoted:No
Profits (2006):
Profits (2007):
>Partnerships:
Initial Funding:Personal savings
Addl Funding:Venture capital
Institutitional Capital:Yes
Revneue Model:The business has achieved monthly profit breakeven at EBDT level (i.e. before depreciation). The business has good operating leverage, so profit margins can become attractive if sales growth continues. Until this point, we have spent nothing on sales and marketing and have relied on word-of-mouth referrals to grow.
We will use this milestone of monthly profit breakeven as a marker; from this point on, we plan to spend on a sales and marketing strategy and to hire a full time sales resource. This will push us back into losses for a few months but will strengthen the brand for the long term.
Awards & honors:In 2006, we were listed in Business Today's list "India's Ten Coolest Companies" and profiled in their August issue.
Promoters Details :
Promoters Name(s):Cyrus Driver
Age:31
HomeTown:Mumbai
Education:Masters IIM
No of companies promoted:No
Family Background:First gen entrepreneur
Job:Associate at J.P. Morgan Partners
Ex-Job Description:Private equity investing
Favorite Book/Movie:PG Wodehouse series
