“Happiness is homemade”, and the food cooked at home is the essence of this delightfulness. With people becoming enslaved to their hectic schedules, their dependency on the consumption of junk food has been continually increasing further taking a toll on their health. To satiate the hunger pangs people either want everything to be made in a whistle-stop or hog on to oil-laden packed food which does not go well with their nutritional diet. Taking this into consideration, Elton Fernandes, along with his wife Aparna Goel Fernandes, has come forward and founded their food startup El The Cook, where he regularly brings forth home-cooked meals that taste like restaurant dishes and will help the people to please their palate as well as their soul.
El The Cook was conceived as a result of Elton’s struggle in the early days of his hobby as a food blogger. Being in a family-owned Pharmaceutical Business, his love for food made him pursue food blogging in his spare time. He began covering some of the city’s greatest dining destinations and trying out various packaged foods nearly three-four times a week. Soon, this excessive junk food consumption had taken a toll on his gut and overall health. After suffering from mild stomach issues initially, he was diagnosed with Gastro-Esophageal Reflux Disease (GERD) which made him aware of the side-effects of junk food consumption. He was determined to provide healthy, tasty and easy cooking alternatives to people and this became his moment of epiphany for launching the Gourmet Masala brand, El The Cook in the year 2019.
Taking forward the notion of healthy eating, the founder saw many ups and downs in his journey but never settled for less. After going through extensive research and preparation, he began to cook his own meals at home using his grandmother’s recipe which brought him a step closer to his dream and took his brand to the next level in the food industry. The food enthusiast founded his vegetarian healthy food firm ‘El The Cook’ to make healthy cuisine available to every Indian home.
Sharing about his successful journey, the founder says, “It is normal to eat outside a few times a month. However, you are messing with your health if you try to replace home-cooked cuisine with junk foods. There is no healthier option than Ghar ka khana. Therefore, we’re on a mission to reintroduce home cuisine to the young population by making it tastier and simpler to prepare. Our masalas have been meticulously developed to make cooking in India easier and more enjoyable than ever before.”
As a Gourmet Masala brand, El The Cook has already established a solid foothold in India’s competitive food industry. Their high-quality, all-natural products have earned them recognition such as The Times Of India Entrepreneur of the Year Award 2020 and the Economic Times Industry Leaders Award 2021 for their innovative and revolutionary cuisines. They’ve successfully built a community of 15000 consumers who are interested in learning how to live a healthy lifestyle and prepare great meals at home. Their vision is to bring the magic of home-cooked meals back to the lives of people and now they are attempting to expand their business into global tastes ranging from Pan-Asian to African Gourmet Spice Blends. In the future, the brand plans to encompass flavors from all over the world that satisfies the taste buds and nurtures the health of people.
Last modified: August 31, 2022
