Written by Karen Desai
January 7th, 2017
NEW YORK CITY, NY – Launched this year, Namaste Fresh is an ethnic meal-kit service that delivers a box of Indian recipes along with all the pre-packaged masala and ingredients needed to whip up “homemade” South Asian meals (including complex Jain recipes).
“Millennials today are dependent on food delivery and meal kits. But, millennial Indian women are still expected to impress their in-laws by making homemade Indian food from scratch. But, seriously, how am I supposed to do that? ” said 27 year old, Sonia Gupta.
Namaste Fresh has promised to help the new generation of Indian-American consumers like Ms. Gupta and has built its entire service around the tagline “Fake It To Make It With Your In-laws.”
With its largest customer bases in Edison, NJ; Naperville, IL; and Phoenix, AZ, this South Asian food service is in high demand – with usage spiking during the holiday season, otherwise known as the peak season to impress families.
Experts say the popularity of the ethnic meal-kit is due to a combination of on-demand services, an influx of immigrants to the U.S, American Born Confused Desis (ABCDs), and the busy schedules of a new breed of working women.