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Havish Gupta

Figuring Out • 9m

Eating healthy food was as easy as 123 because of this! Introducing "iTiffin", an innovative food-tech startup that delivers healthy and nutritious meals and beverages to your doorstep. Though, unlike the name suggests, it isn't founded by Apple; rather, it was founded by Tapan Kumar, Flipkart's ex CFO in India in 2013. Tapan found that most people weren't eating healthy food, so with that thought, he started iTiffin. It delivered healthy food on a subscription model and had stuck to this subscription-only model since, "Healthy food is not a one-off thing; you need to make it a part of your lifestyle." Thus, iTiffin managed to deliver over 1 lakh meals in the first year and also raised $1 million with Robin Uthappa, a cricketer as an investor. So why did this working idea fail? Well, just because of common issues like competition, operational costs, financial instability, and also high subscription costs. Do you think the subscription-only model led to its failure?

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