Do you associate boredom and blandness with the idea of a diet plan? On the other hand, are you wary of the unhealthy food that restaurants and food corners provide you?
Fit N Frenzy (founded in December 2016) is a food delivery startup that aims at providing healthy food to the masses. Or is it?
Rohit explains that Fit’N’Frenzy not only delivers healthy food to its customers but also tailors a diet plan for them by calculating their calorie intake based on their fitness goals.
“It is a company that provides a lifestyle change to people who want to achieve some fitness in their life. Getting a lean body, losing 20 kg in four months is not called fitness. Fitness is a kind of lifestyle that has to be maintained over a consistent period of time and this is where people lack,” says Rohit.
Fit’N’Frenzy currently operates only in Chembur and Ghatkopar (in Mumbai city), though it admits that it sometimes makes exceptions for people who live outside these areas.
The reason behind Fit’N’Frenzy
Rohit explains, “In the past four years of my fitness career, all the people whom I have come across have not maintained a very healthy diet. To bring about a change and improve their diet and lifestyle is why I started off with Fit’N’Frenzy. It is a need”.
“As I started off with Fit’N’Frenzy, I got a great response from my customers. I realised that there aren’t many companies doing this and understood how hard it is for a normal person to get healthy food.”
Straining on the importance of diet in our lives, he further adds, “We are the food we eat. If you had a Lamborghini, would you add crappy fuel in it? If not, then why would you do this to your body”.
He also told the Big Indian that he grew up as a fat kid, which ultimately led him to take up fitness in the first place.
“The best part of Fit’N’Frenzy is that you can customise your meal. You can replace the brown rice in a specific dish with an organic brown bread or an Oat-meal-roti. You can even decide the vegetables or spices you would like to have in your dish,” says Rohit.
It is, however, interesting to note that at Fit’N’Frenzy, the food is cooked by using ‘cooking spray’ (Zero calorie oil) instead of vegetable oil, which thus negates every chance of gaining extra fat.
“At Fit’N’Frenzy you would not get the tastiest food you have ever had. You cannot expect its meals to be as delicious as the dishes you get at your favourite restaurant. Our motto is to make bland and extremely healthy food into edible food.”
One can have an idea of the range of options that Fit’N’Frenzy provides by looking at excerpts from its menu.
While you can order an individual meal, you can also subscribe to a weekly, bi-weekly or monthly plan. The prices of these plans differ from the number of meals you want to have in a day and the choice of dishes you opt to have (Vegetarian or Non-Vegetarian).
If, however, you count yourself to be a novice in deciding your meals, you can leave it up to Fit’N’Frenzy to plan them for you. This will be done by calculating the calorie intake your body requires, asking your food preferences and placing your meals accordingly.
“Suppose, you want to get ready for a wedding, a beach photo-shoot or any other occasion that pops up. At Fit’N’Frenzy we will calculate the calories you need to have in order to reach your goal and will supply you the meals that contain those many calories,” explains Rohit.
Before a customer gets its healthy meals, what happens backstage?
The operations of the company are undertaken at Rohit’s home. While the whole family plays a part in the company’s dealings, the food is cooked and arranged by Rohit himself.
“My mom helps me cut the vegetables. Till she is done, I calculate the calories that the person requires and measure the food and vegetables accordingly. If it is a non-vegetarian meal, I shred the chicken or the meat, boil it and add various spices and condiments to bring taste to it. After which, I arrange it by adding vegetables and carbohydrates such as brown rice or Oat-rotis.”
On speaking on who delivers the food, Rohit says, “90% of the time, I am the one who delivers the food to my customers. The rest of the times I have the food delivered by my sister or father”.
As Fit’N’Freny is in a nascent stage, Rohit claims that it makes a monthly revenue of around Rs. 60,000. Although he did not give Big Indian a percentage, he says that the profits are negligible at the moment.
However, he also said that he receives orders from various parts of the city. And at present, as he is not equipped to serve these orders, he kindly rejects them. The number of these orders go up to 250 and more. (These facts could not be verified by the Big Indian)
According to a simple calculation done by the Big Indian, considering the average order to cost Rs.250, we find that, if Fit’N’Frenzy served these orders, the company could earn more than twice the revenue it is earning at the moment.
If all these facts are true, we infer that Prima Facie, the idea of this startup is well received by the public.
The reason: “Everyone wants to be fit. Everyone wants to be in a better shape than they are now. Fitness has become a trend. And I don’t see it fade away soon,” marks Rohit.
People’s view on Fit’N’Frenzy
In order to gain an outer perspective of the firm, the Big Indian approached a few people and asked their opinion on Fit’N’Frenzy.
Apoorva Rao, a certified nutritionist believes, “It is the need of the hour. Even if people want to get fit, it is very difficult for them to find healthy food outside. It is also not possible especially in this fast paced life to cook and have homemade food all the time. So this company makes life easier for such individuals. And it’s also a great thing that it keeps the customer’s likes and dislikes in mind.”
Aditya Menon, an ardent believer of fitness, feels, “As a fitness freak myself, I understand how difficult it is for us to form, understand and maintain a proper diet plan. And having such a company that actually helps us make one and provides the food makes life a lot easier and puts us a step ahead in achieving the physique we desire.”
Fit’N’Frenzy plans to operate in a centralised kitchen in the next three months. After which, they can focus on recipes that they had initially planned to come up with. One of them is ‘Fitness Pastries’— Sugar-free cakes that are made of protein powder. They plan to launch other products such as ketogenic and vegan diets for the masses. They also intend to start their own café in Bandra in the coming months.
As time passes by, it would be interesting to watch newer startups like Fit’N’Frenzy to change the ‘Fast food trend’ to a trend that supports a healthier diet and lead the masses onto the path of fitness.
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