The journey of a food entrepreneur reveals the challenges of rapid growth in the startup world.
In 2018, a frustrated tech professional from Gurgaon decided to solve a simple problems finding fresh, wholesome salads that weren’t drowning in mayo or overpriced.
Fast forward six years, and his salad startup expanded to 78 cloud kitchens across India. But now, sitting in his Bengaluru central kitchen at 3 AM, the founder reflects on the cost of scaling too fast.
I’m writing this from our Bangalore kitchen at 3 AM, looking at next months projections, and for the first time in 6 years I’m scared, he wrote in a raw and honest post on Grapevine, sharing the challenges threatening to undo everything he built.
From a Basement Kitchen to a Pandemic Boom
The journey began in a 180-square-foot basement kitchen in Galleria Market, Gurgaon. With ₹8 lakh in savings, the founder offered eight salad varieties, aiming to fill the gap in the healthy food market.
Orders started slow 12 to 15 salads a days but word spread about the fresh ingredients, generous portions, and unique approach.
People loved our portions and fresh ingredients. No wilted lettuce, no dry chicken, no drowning in dressing, he recalled. By 2019, daily orders grew to 200, and when the pandemic hit, demand for healthy meals skyrocketed. While others shut down, his business thrived, taking corporate orders and expanding rapidly.
The Hidden Costs of Growth
With rapid expansion came mounting challenges. Rising operational costs, fierce competition, and reliance on third party platforms began to strain the business. Platform commissions climbed to 32% plus GST, and algorithm changes pushed competitors into the spotlight, he founder noted. Despite the growth, 92% of the startup’s orders came from these platforms, leaving them vulnerable.
Burning ₹80 lakh per month, the startup is now considering shutting down 40% of its kitchens to survive.
I pushed for scale when I should have focused on sustainability, he admitted. Reflecting on the early days, he missed the connection with his team and customers, and the simplicity of running a smaller operation.
A Lesson for Entrepreneurs
Sometimes the best way to build something big is to stay small enough to survive, the founder shared. His journey is a stark reminder that hypergrowth isn’t always the answer.
From a small kitchen in Gurgaon to a national brand, this salad startups story offers a powerful lesson growth without sustainability can turn a dream into a nightmare.
For entrepreneurs chasing scale, the founders 3 AM note is a wake up call to pause, reflect, and build with care.
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