What is a ‘tiffin kadai’ takeover? Check out this unique Chennai initiative

You have in all probability heard of bar takeovers, restaurant takeovers, café takeovers and even bakery takeovers. But have you ever ever heard of a tiffin kadai takeover? 

It occurred just lately in Chennai, at a small road aspect stall on the OMR. For sooner or later solely, stall proprietor Dharman continued his traditional routine — pouring batter, flipping dosas, serving chutneys. The solely distinction, was that each ladle of sambar that day got here from a particular recipe made with sambar masala from Cookd, a homegrown model greatest recognized for its meal kits, and spice blends designed to make cooking simpler. For the workforce, the concept was easy — to take the brand new sambar masala to the place the place it really belongs: a street-side kadai the place sambar is a part of on a regular basis life.

“There is a tiffin kadai right below our office where a few of the staff members have breakfast every morning. They have told me that the food is decent given the price point. We spoke to the person who runs the kadai, and decided to make the sambar for him,” says Aathitiyan Somu, founder and CEO of Cookd, including that they made round 20 litres of sambar, and by the top of the day, they’d run out of the entire pot. 

Cookd workforce taking on dosa kadai
| Photo Credit:
Special Arrangement

Aathitiyan explains that what started as a enjoyable concept for a product launch rapidly became one thing greater. “After the takeover, we spoke to the anna and realised we could do more than just one day. We decided to supply him our sambar masala for a month, so his costs would come down. That way, he could afford to add more lentils to the sambar than he usually does, and follow our recipe.”

The Cookd workforce additionally hung out instructing him find out how to make the sambar their manner, making certain consistency and flavour. And they don’t seem to be stopping there. The model has promised to offer the tiny kadai a much-needed facelift, making it look extra inviting and hopefully serving to him enhance his day by day gross sales. “We have put in an order to redo his stall’s board, and he has agreed to let us use it as an advertising platform, so we will have our logo on it,” provides Aathitiyan. 

Aathitiyan Somu, founder and CEO of Cookd
| Photo Credit:
Special Arrangement

Apart from this small collaboration with the kadai, Cookd is additionally discovering artistic methods to unfold the phrase about its sambar masala and kits. The model has teamed up with supermarkets and grocery chains like Reliance Smart Bazaar and Kovai Pazhamudir Nilayam for a cheeky promotion: pamphlets wrapped round bundles of drumsticks.

“When people open the bundle, they will get a pamphlet that will say something like ‘this drumstick deserves a great sambar masala,’ because people buy drumsticks mostly to make sambar with it,” explains Aathitiyan with a snort.

In the top, what started as a playful tiffin kadai takeover became extra than simply a launch. From supporting a small stall to slipping into grocery bundles of drumsticks, Cookd’s sambar masala is making its manner into on a regular basis Chennai life in easy, considerate methods.

Sambar masala and kits by Cookd will probably be accessible from August 24 on store.cookdtv.com, Reliance Smart Bazaar, Kovai Pazhamudir Nilayam and beginning ₹35.