A CITY IS ABOUT TO CHANGE HOW IT EATS. AND HOW IT MOVES.
FOOD WAS NEVER THE ENEMY.
Not street food. Not your favourite restaurant. Not any treat. The real enemies are the chemicals, the fake ingredients and the dirty kitchens. We're bringing the real ones back.
1 in 4 Indian adults is diabetic or pre-diabetic. 4 in 10 carry abdominal obesity.
ICMR-INDIAB · 113,000 people · The Lancet
NINE PHASES. FIFTY-TWO DAYS.
Restaurants redesigning menus with national chefs, filmed dish by dish. The public voting on clean labels. It opens with a 5K on 16 August.
They run clean. No brand, no partner. The movement earns the city's trust before anyone stands inside it.
THIS RUNS WITH OR WITHOUT ANYONE.
Countable numbers first. The projection after, with its math shown.
Building to 200. Real, contracted, working.
Combined national following.
Plus national media and reach across India.
50 restaurants and 10 gyms, plus a run club and city events.
A KITCHEN EVERY 6KM. THE WHOLE CITY.
A central kitchen. Cloud kitchens every 6km covering all of Bhopal. Salaried riders, not gig. Same food, same taste, anywhere in the city.
200 creators, tiered by size × their content across 52 days = a modeled 100M+ projected views.
Shown as reasoning, not a promise.
You can follow exactly how we got there. That's the point.
WE DON'T INFLATE. WE DON'T NEED TO.
The offline footprint alone, 50 restaurants, 10 gyms, daily bags, a run club and live events, is reach you can physically count. Everything else is upside.
WHERE YOUR PORTFOLIO SITS IN THIS.
Five companies. Five different reasons this city matters to them.
SALAD DAYS
HEALTHY QSR25 kitchens. Delhi-NCR, Bengaluru, Mumbai. Ten years to build. ₹30cr raised to go omnichannel.
Bhopal has healthy food from small independents. No branded healthy QSR at scale. Nobody has done for this city what you did for Delhi.
What's already here: cloud kitchens every 6km covering the whole city, a central kitchen behind them, salaried riders, same taste everywhere.
Six months, zero cost. Our kitchens, our chef, your menu, your recipes.
Day one you're citywide. Not one dark store testing one neighbourhood. And you arrive into 52 days of a city being told to eat better by chefs it recognises.
DIL FOODS
CLOUD KITCHENSCapex-light cloud kitchens for small restaurants. That's your model.
We have 50 restaurant partners already onboarded, already running on shared infrastructure, in a city you're not in.
Free kitchen space and a chef, six months.
Your thesis, pre-assembled.
SUPERYOU
PROTEINYou're on Bhopal's quick-commerce shelves already. What you don't have here is a relationship. You're a SKU, not a brand anyone trusts.
₹200cr ARR, built on taste-first innovation and a protein-as-culture-shift argument. That argument hasn't reached this city yet. Nobody has made it here.
The SuperYou Club, Bhopal.
Your name on a real community: 10 gyms, the run club, a team running the 5K in your colours. People who know the brand rather than notice the packet.
Behind it: protein locked as a category, so no competitor is in this movement. Product in hand at every event and in delivery bags moving through the city daily. Your brand carried inside creator content at movement scale. And the opted-in audience at the end, yours to reach again without paying a platform for access.
The club stays yours after the 52 days end.
GO ZERO
GUILT-FREE DESSERTLow-cal ice cream for people who exercise.
Two 30-day challenges, a 5K, 10 gyms, a run club. Your exact buyer, concentrated in one place at one time.
Cold chain and last-mile already running.
EARTHFUL
CLEAN LABELClean-label converts on trial, not impressions.
Product in people's hands. Delivery bags daily, event sampling, 10 gym floors.
Plus a clean-label community of its own inside the transparency phase, when the whole city is voting on labels.
THE SAME MACHINE.
Every one of those five sits on the same infrastructure. Physical, digital, and what's left when it ends.
- 50 restaurants — tables, standees, in-store
- Delivery bags leaving those restaurants every day
- 10 gym floors
- The run club and its city runs
- Every live event, from the 5K to the stadium finale
- Product in hand at all of it
- The movement's own page and channels
- The gym pages and the sites we build them
- The 50 restaurant sites and their order flows
- Creator content at movement scale
- The media machine
THE MOVEMENT IS 52 DAYS. THE COMMUNITY ISN'T.
The community, the content, and an opted-in audience reachable again without paying a platform for access. A run club built in August still exists in December.
Presence opens from Phase 3. Restaurant placement follows around day 22, when the menu redesign goes live and the city is watching those restaurants most closely.
I'D BOOK YOUR CALL. THE CALENDAR IS THE PROBLEM.
Your earliest slot is 30 July. We launch on 16 August with the 5K. I'm happy to pay for a session — it's the timing, not the fee.
You built Dr. Vaidya's and sold it. You've backed 32 consumer companies. I'm building something meant to change how a city eats and moves, and I want your read on it while there's still time to act on it. What's right, what's wrong, what I'm not seeing.
Twenty minutes. Any slot before the 30th. I'll take whatever you have.
The 5K is on 16 August. Accommodation's on us if you want to run it.