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Start-ups taste winning recipe in dinner kits

Start-ups taste winning recipe in dinner kits

Sneha Arya discovered Blue Apron, when she was studying in the US. She had heard about it on a niche broadcasting medium. The idea is simple: Order high-quality food but cook it yourself. Sounds difficult? Not really. Blue Apron sends consumers all ingredients needed to make a meal in the right proportions. And it also sends step-by-step recipes. Call this cooking for dummies or, to put it more gently, do-it-yourself (DIY) cooking. And yes, Blue Apron is a $2-billion company. Arya spoke to her brother in India. Chirag runs an eatery in Mumbai, and he liked the idea. They believed that ...