Minority to handle creative duties of iChef.in

This is Minority's fifth win this year.

Mumbai-based creative agency Minority has bagged the iChef.in account. Minority will manage the strategic, creative and digital duties of the gourmet meal-kit portal that is backed by The Times of India-led Springboard Group. The account was won following a multi-agency pitch.

Suraj Pombra, managing partner at Minority, says, "After a period of consolidating our wins earlier this year, this is a triple whammy for us - a new relationship, a startup and a food-tech one at that! We had a terrific pitch experience and the feeling continues as we work with one of the most collaborative and charged up clients one could ask for. We're looking forward to a big story in the making."

Coming quick on the heels of the many new concepts that make up the food-tech space, door-step delivered meal-kits seem to be the latest, and iChef.in is leading from the front. Founded by Sneha Arya and Chirag Arya in 2014, iChef.in delivers pre-portioned gourmet meal-kits that make cooking fun and easy. The recipes, which are concocted and curated by master chefs, pan global palates and feature a mix of mains, salads and desserts. Currently serving Mumbai, the brand will soon make its mark across key markets nationwide.

Chirag Arya, CEO and founder of iChef.in, says, "We are a new concept and, therefore, it is most critical for us to shape the category the right way. It was important for us to find a partner who understands the core enablers of the concept and collaborates with us at both the vision and the micro-implementation level. That is what we saw in Minority, besides their energy and enthusiasm that are critical ingredients for any startup."

Rohit Malkani, CCO, Minority, adds, "This has been one of those rare pitches where we've fought internally about how much 'more' work to take to the client! From a personal foodie point of view, I've enjoyed every bit of the process. This is an exciting category with new and fabulous offerings jumping into the arena every day. iChef.in has huge ambitions and a team that matches us on enthusiasm. We are super happy to be partnering them on this journey."

Minority, which is in its fifth year of growth, has worked with clients such as Legrand, AppsDaily, Safari Luggage, Reliance Cement, Boroline, Kalpataru, Boostmysale.com, Reliance Energy, Mumbai Metro, Suthol and Transitions. iChef.in marks its fifth account win this year, following Suzlon, Pride Builders, Jindal Panther Cement and Vox Pop.