El The Cook: On A Mission To Enhance Home Cooking Experience With Gourmet Masalas
While junk and packaged food options available in the market are more palatable to our taste buds, they are far from being suitable for regular consumption. The excessive amount of sugar, fats and other sub-optimal ingredients used in those foods make them tastier than home-cooked food but also rip off all kinds of health benefits. Regular consumption of such unhealthy food options is leading our world to lifestyle diseases like obesity, diabetes and hypertension among many others. To drive our new-age population back to home-cooked foods, Pharmacist and Entrepreneur Elton Fernandes, together with his wife and business partner, Aparna Goel Fernandes, launched their innovative food startup El The Cook.
The concept of El The Cook came out of a personal crisis faced by Elton during the initial days of his career. Being a Pharmacist, he would often engage in food blogging in his spare time, covering some of the best food options available in his city. As a part of his blogging responsibility, he used to dine in restaurants more than 3 times a week. No doubt he enjoyed those dining experiences but the overconsumption of junk food took a toll on his gut and overall health. After suffering from stomach issues initially, he was diagnosed with Gastro-Esophageal Reflux Disease(GERD).
Multiple medical consultations and medication courses later, he was able to recover his gut health but was no longer willing to compromise his health by eating unhealthy junk or packaged foods. He went through every aisle of every supermarket in his hunt for healthy packaged food options. However, he only found low-key foods with lots of harmful preservatives and other sub-par ingredients. Finally, he decided to resort to home-cooked foods to continue a healthy lifestyle. He picked a few of his grandmother’s home-cooked recipes and tips and started on a journey – to make home-cooked food taste like restaurant food in terms of taste without compromising nutrition and health.
El The Cook started its journey as a vegetarian Indian food startup in 2018 before it established its identity as an award-winning Gourmet Masala brand for cooking restaurant-style food at home. All their masalas are crafted with the finest and 100% natural ingredients as per the Indian palate. They cater to a wide range of premium spices, curry pastes, marinades, and instant whole spice temperings or ‘Tadkas‘ to give Indian home-cooked foods a tasty and flavourful twist. From kebab masalas, chicken & mutton masalas, fish & seafood masalas, exotic veg &daal masalas, rice masalas, Thai curry pastes to chai masalas, El The Cook is a storehouse of all kinds of Indian kitchen needs.
Sharing the vision of their Gourmet Masala brand, company Founder Elton Fernandes remarks, “It is okay to enjoy fast or outside foods a couple of times per month. However, if you are trying to replace home-cooked foods with junk foods, you are playing with your health. There can be no healthier alternative to home foods. So, we are on a mission of bringing the young population back to home foods by making such foods tastier and easy to cook. Our carefully crafted masalas are dedicated to making India’s kitchen experience better and simpler than ever before.”
As a Gourmet Masala brand, El The Cook has already established its strong foothold in the competitive food products marketplace in India. They have successfully built a community of 15000 customers to develop eating healthy and cooking tasty meals at home. In fact, their extraordinary efforts are recognized by the industry in the form of awards like the Times Of India Entrepreneur of the Year Award 2020 and the Economic Times Industry Leaders 2021. Now, they are looking to expand their business in global flavours from Pan-Asian to African Gourmet Spice Blends to ensure a global footprint.
Follow us on Twitter, Instagram, and like us on Facebook for the latest updates and interesting stories.
