Founded in October 2015, Fingerlix is the brainchild of a dedicated team of experienced professionals Shripad Nadkarni, Shrikrishna Bharambe, Varun Khanna and Abhijit Berde. Launched in the market in May 2016, Fingerlix serves freshly cooked and chilled food prepared in a state-of-the-art hygienic kitchen.
What was the idea behind launching Fingerlix?
During our consulting work with some of the leading food companies in India, we realised that the consumers are seeking fresh, preservative-free solutions to ease cooking. Most ready-to-cook solutions are either laden with preservatives or are highly processed. We decided to address the needed gap with Fingerlix.
Give us a glimpse of your journey so far?
We launched Fingerlix in the month of May 2016 in Mumbai. Our presence is restricted to a number of retail outlets. The idea was to put the proposition and the business model to test. We are very excited with the response that we received from consumers as well as retail partners. We are now embarking on expansion within the city. We are also drawing out plans for expanding to other cities.
What is the USP of your brand?
Fingerlix is a fresh, ready-to-cook food solution brand targeting today's progressive homemakers. Fingerlix enables them to prepare a meal within minutes and ensure that their families are served only the fresh food prepared with authentic ingredients. It allows them to customise the dish as per family's taste and is also the perfect solution for all those who stay away from home.
Fingerlix serves a range of delectable products to tantalise their taste buds. From fresh-ready-to-cook batters to parathas’, curries and dals, Fingerlix ensures that all ingredients are fresh and authentic and the food that one finally consumes is at par with home cooked food.
Who is your target group?
Our primary target audience are homemakers (working as well as non-working) residing in the metros. These are young people who are stretched for time and are seeking smart solutions to manage their multiple responsibilities.
What are the sources of your products and what is you distribution blueprint?
All products are developed in-house. Chef Abhijit, who is part of the founding team, brings with him top tier talent in the area of recipe development and setting up industrial scale kitchens.
What is the average footfall?
Fingerlix is affordably priced between Rs.60 to Rs.150. All products are serving a family of 3 to 4, very economical for regular use.
How do you deal with logistics challenges in e-commerce?
Our e-commerce channel at present covers small geography. We have experimented with various models and have realized that at current scale, making our own deliveries makes more sense. Our products are chilled to preserve freshness. We carry the products in insulated carriers to maintain the temperature. Most of the food delivery eco-system is geared to deliver hot food.
What are your expansion plans? Are you planning to open physical stores to penetrate deeper in the market?
We are available for consumers through two channels that are retail outlets and our own app and also call centre. In retail we have tied with all leading retail brands like Hypercity, Food Bazaar, D’Mart, Haiko, Star Bazaar, Godrej Nature’s Basket, Sahakari Bhandar etc. We do home deliveries of orders placed through our mobile apps, website and call centre. The home delivery facility is available only in Powai and Andheri East areas. We will expand to other areas shortly.