VIBHA

SAWANT
TYBA
UID:171267
ROLL: 346
KETO DIET IN
INDIAN
CONTEXT
AANT0603
Abstract:
The dissertation investigates and explores the dynamics of Keto diet in India. The study
examines the diet and its functioning amongst the Indian population. It includes the
examination of subjects who have practiced a ketogenic diet. The paper extends to further
examine a case study on a food delivery service in India.

Keywords:
Keto diet, India, Culture, Food

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Acknowledgements
I, Vibha Sawant would like to thank Prof. Radhika Rani and Prof. Ankita Gujar of the
Department of Sociology and Anthropology for their insightful comments and guidance
throughout the development of this dissertation. I cannot express enough thanks to the
cofounder of Food Darzee, Dr. Siddhant Bhargava and the CEO of FitnessBowl, Mr. Rohit
Patil for taking time and providing insights without which the analysis wouldn’t have been
possible. I wish to extend my special gratitude towards my friends, Sameeha Sabnis and Rutuja
Patil for encouraging me to choose this topic and providing constructive feedback whenever
needed. They both have my heart-felt thanks.

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 CONTENT

Chapter 1: Introduction………………………………………….. 4
1.a: Research Objectives………………………………………... 5
Chapter 2: Research Methodology……………………………......6
Chapter 3: Literature Review………………………………….….8
Chapter 4: Results and Discussion……………………………….15
Chapter 5: Case Study……………………………………………22
Chapter 6: Key Findings………………………………………… 27
Chapter 7: Conclusion…………………………………………….28
Chapter 8: Appendix………………………………………………29
Chapter 9: References…………………………………………….31

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 CHAPTER 1: INTRODUCTION

Food has always been an integral part of an individual’s survival and social being. It has
significantly predominated its space in human’s ‘primary survival needs’ as it is the food
through which our body physiology functions thereby helping us to sustain our energies
throughout our lives. Every individual, irrespective of the cultures involved, is concerned about
their health and strives for a ‘healthy’, ‘stress-free’, ‘illness-free’ lifestyle. However, these are
unavoidable and an average human is often found juggling within and with these. Health
concerns have become more important globally and thus diets have attained much attention to
strike that ‘health’ balance.
A well-balanced diet combined with exercise regimes can promote healthy lifestyle wherein
an individual can perform effectively in his day to day life and activities. However, with the
major concern and rise in health risks and diseases such as obesity, type2 diabetes and other
such diseases of the western civilization, there seems a significant rise in diet fads amongst
individuals. The weight loss industry has made individuals adhere to innumerable fad diets and
trends for quick results without considering their long-term consequences. Every overweight
individual craves to lose weight with the easiest way possible. Moreover, with the advent of
fat loss pills, trendy diets, slimming belts, protein shakes, gym apparatuses, it has become an
‘industry’ in its own self and unfortunately, the poor victims are we who abide by these.
Furthermore, most of us are clueless regarding what to consume to stay healthy and
nutritionally sound with the ever-expanding knowledge of food wisdom, science and nutrition.
Apparently, with the expanding media and culture industry and the perception of self through
the ‘social’ mirror, we are constantly reminded about our appearances and looks and we often
try to fit those standards by unknowingly resorting to means which we often don’t realise can
be detrimental to our own health in the long run. Ditching the local, traditional food wisdom,
diet culture has invaded almost every human’s life and has significantly assured its path to the
significant health ‘goals’. Furthermore, due to such trends, several questions arise regarding
the sustainability of such diets and the extent to which they are rewarding.
Being a fitness freak and going through a major weight loss transformation in an era of
emerging food, culture, diet and weight loss industry, I was intrigued on researching in keto
diets in Indian context as I wanted to explore the various discourses it connects within the
socio-anthropological framework and to learn more about its ever-growing existence in urban
lifestyle. The interest in the topic of nutrition and diets rose as I was part of the cross-faculty
course in Nutrition and Reproductive health last year and henceforth the willingness to discover
more about the fad diets. Moreover, I also wanted to explore the evolution of diet trends and
dietary preferences of individuals within a cultural framework.

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 1.a) Research Objective:
The cornerstone of this research paper is to discover the multidimensional aspects of keto diets
specifically in the Indian context and explore the Keto diet within a social-anthropological
framework. The research paper will focus on several areas such as the discourse of science and
nutrition around the keto diet, class and culture analysis on the patterns of consumption of the
food items in Keto, the Indian adaptation of Keto, dynamics of culture industry and rise in
online food services offering customised Keto meals in India.

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 CHAPTER 2: RESEARCH METHODOLOGY

i) Research paradigm:
This research is qualitative in nature as the topic requires to answer the whys and hows of the
experiences, opinions and beliefs of the subjects which are difficult to gain through quantitative
methods. A qualitative design was chosen because qualitative research is concerned with
experiences, and understanding these experiences is more important than looking for an
outcome. (Merriam, et.al,2003). Qualitative research tries to get to the heart of what exactly
happened to the participating individuals and what led them to decisions that they made and
how the choices they made came to take the form that they eventually did(Bwalya et.al,2017,
as cited in Curry et al., 2009; Yin, 2015).
ii) Research approach:
The research adopts a phenomenological and a case study approach. The phenomenological
approach was used as it focuses on the individual’s experiences, perceptions, beliefs and ideas.
The purpose of incorporating a case study approach was to analyse a case unique to the research
topic.

iii) Research Design:

a) Unit of Analysis:
The analysis for the research focus on the data from the subjects who have been on a
ketogenic diet. It also includes data from a nutritionist who holds a business ‘Fitness
Bowl’ in Hyderabad in order to enhance the analysis with an expert opinion on the issue.
The analysis of the case study on Food Darzee focuses on Keto customised food delivery
services in India as per the data provided by the cofounder.

b) Data Collection Method:

A semi structured interview format was chosen as qualitative data is extremely flexible in
terms of sources of data. The interview questions were prepared for an audience of Indian
subjects. They were conducted in the form of phone surveys which involved telephonic
conversations between the researcher and the subject. The data for the case study was also
retrieved through phone survey wherein the responses were noted down during the
interview.

c) Sampling:
For the data analysis purpose, 14 subjects were interviewed who have been on a Ketogenic
Diet. A random sample was chosen in order to understand the several trends and
functioning of Keto diet amongst the Indian populations and to gain insights on the topic
through a wider age sample. The subjects were from the Mumbai region amongst which

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 85% (12) of the subjects are females while 15% (2) of the subjects are male. 64% (9)
subjects are between the age group of 18-30 years while 14% (2) and 21% (3) of the
subjects are between the age group of 31-40years and 41-50 years respectively. Among
the 14 subjects, 57% (8) are students and dependant on their family income and 42% (6)
are self-employed.

iv) Data Analysis Method:

As the data collection methods involved semi structured interviews through phone
surveys, the data analysis involves a ‘thematic analysis’ by extracting codes and
reducing these codes to specific themes. The data of the 14 subjects is collated and
presented in an ordinal format wherein it aids in understanding the wider notions of
the specific theme which it purports to. The responses by the nutritionist are included
along with the analysis of the subject responses and the underlying themes. The case
study analysis is a separate section in the paper wherein the interview is presented
in a case study format.

v) Research Validity:
In terms of research validity, the question of whether the data of 14 subjects based in Mumbai
can be generalized and applicable to the larger demographics of India arises. However, as the
research analyses the trends of the Keto diet amongst the Indian population and analyses the
data in a qualitative manner, the study is likely to be representative of the larger population in
India.

vi) Ethical Considerations:

The interviews conducted through telephonic surveys were recorded only after the provision
of a disclaimer ensuring the data confidentiality and protection thereby abiding through the
subject’s consent. The data of the subjects who did not provide consent to the call recordings
were noted through pen and paper. Thus, the confidentiality of the data to be used for research
purpose is maintained.

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 CHAPTER 3: LITERATURE REVIEW

Food, Culture, and Evolution of Keto

"Food touches everything and is the foundation of every economy, marking social differences,
bonds, and contradictions—an endlessly evolving enactment of gender, family, and community
relationships" (Counihan,C & Esterik,P as cited in Balachandran,A. 2018). In every culture,
the connectivity between humans, animals, plants, the land they live on, the mannerisms, the
ecology, the food systems - everything is shared and ingrained in the humans right from their
birth. One cannot separate the way humans acquire food from the way they live and food
remains an intrinsic part of each culture. (Cochran as cited in Gadsby, L; & Steele.L, 2004).
Mary Anne Schofield illustrates on the alternative functions of food in a person’s life by
quoting- "Food cooked, eaten, and thought about provides a metaphoric matrix, a language that
allows us a way to get at the uncertainty, the ineffable qualities of life” (Schofield,M as cited
in Balachandran,A)

Man cannot eat what is not available, and the items available are not always eaten. These two
principles which are at the core of dietary development ultimately determined the nutritional
status of man throughout history. Moreover, man’s culture determining what is and not fit to
eat and what culture decides is fit to eat is not always nutritionally sound; are the other two
additional concepts linked with these principles. (Grivetti, L, 1978). The relationship of food,
culture and society is remarkable and the dynamics of the consumption patterns have evolved
significantly due to the processes of industrialization, modernisation and globalisation.

The older approaches to food consumption styles involved hunter-gatherer diets and traditional
diets based on nomadic herding or subsistence farming. (Gadsby,L; & Steele.L, 2004).
Gradually, with the industrialization of agriculture and advent of ecological and urban
agriculture with food and climate change in recent times, the consumption patterns seemingly
changed. However, “Decisions about who produces our food, what food is produced, how it is
produced, and who gets to eat that food have been steadily moving from … households and
governments to … corporation boardrooms” (Hendrickson et.al as cited in
http://www.foodsystemprimer.org/food-production/industrialization-of-agriculture/). Health
concerns have equally surged with the stress of maintaining a diet which sustains overall health.

Although many genetic, environmental, behavioural, and cultural factors affect health, diet is
equally important for promoting health and preventing disease.” (Krauss,2017). But the notion
of diet has moved far away from its nutritional significance to customization according to
health preferences due to the weight loss industry. Appropriately tailored diets for the purpose
of weight loss have the probability to manage the obesity epidemic to some extent in which the
low-carbohydrate and high-fat ketogenic diets has proven to be effective. (Masood,W; &
Uppaluri,K. 2019). The resurgence of the ketogenic diet as a rapid weight loss formula is a

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relatively new concept that has shown to be quite effective, at least in the short
run.”(Masood,W; & Uppaluri,K. 2019) Keto diets are mainly used as a tool for rapid weight
loss and as an alternative dietary treatment for obesity and diabetes.

History and Science of Keto diets:

The history of keto goes much farther than an attempt to stem weight gain during our fat -
fearing era. (Entremont,2018). The origins of the Keto diet trace back to 1920s wherein two
critical observations were made by the endocrinologist named Dr. Rollin Woodyatt and Dr.
Wilder. Woodyatt noted that acetone and beta-hydroxybutyric acid appear in a normal subject
by starvation or a diet containing too low proportion of carbohydrate and too high proportion
of fat. Concurrently, Dr. Wilder at the Mayo Clinic proposed that the benefits of fasting could
be obtained if ketonemia was produced by other means and strategies. (Whelles, 2018 as cited
in Wilder, 1921). Around the same time, it was discovered that the metabolic change caused
by fasting that controlled seizures also occurred when a patient stopped eating
carbohydrates. (Entremont,2018). The compounds, acetone and beta-hydroxybutyric acid are
classified as ketones which are produced via the metabolic state of ketosis. The process of
ketosis occurs when an elevated level of ketones is produced as a result of the body using fat
for fuel as stored carbohydrate is depleted. (Entremont,2018).
The ketogenic diet was used as a therapeutic diet for paediatric epilepsy for almost a decade
and was used until its popularity ceased with the introduction of antiepileptic agents. (Masood,
W; & Uppaluri, K. 2019). The ketogenic diet is a high-fat, adequate-protein, low-carbohydrate
diet with ratios of grams of fat to grams of protein and carbohydrates ranging from 1:1 to 4:1.
The diet comprises of only 2% of calories from carbohydrates, while the typical diet comprises
50% to 60% carbohydrates. (Plogstead, S. 2010). It means that there are 3 or 4 g of fat for every
1 g of protein and carbohydrate combined in the diet. With a 4:1 ratio, the diet is calculated so
that at least 90% of the kilocalories are from fat. The proteins are calculated to provide
appropriate intake for growth (approximately 1 g/kg/day) and the process of ketosis is
monitored by regular measurements of urine ketones or serum beta-hydroxybutyrate. (Krauss
2017: 832). Ketosis is produced by eating foods that are ketogenic (fats) and avoiding foods
that are antiketogenic (carbohydrates and proteins). (Plogstead, S. 2010)
Originally designed using ratios of 4:1 or 3:1 (grams of fat to non-fat) to achieve strong and
consistent ketosis, less restrictive versions are now available that can also be effective. The
modified ketogenic diet uses lower ratios (e.g., 1:1 and 2:1), modified Atkins, and the Low
Glycaemic Index Treatment (LGIT) are also available for those who may benefit from a less
restricted approach (Kumada et al as cited in Krauss 2017: 831) Depending on the minimal
growth and energy requirements as per the individual’s age and to maintain the desired ketosis,
the proportions to fat, carbohydrates and proteins are thereby altered.
The ketogenic diet has minimal side effects where the risks include low blood sugar, upset
stomach caused by the high amounts of fat and constipation. The long-term risk of kidney
stones is rare; elevated serum cholesterol is usually temporary and disappears with
discontinuation of the diet; and growth, which is sometimes slowed while on the diet, resumes

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shortly. (Patel et al as cited in Krauss 2017:832). According to me, the diet is nutritionally
inadequate as the amount of food in keto diet seems exceedingly small since it has a large
amount of fat content which is relatively dense in calories with fewer proteins and carbs to
maintain development and growth. It thereby focuses light on the consumption of foods,
especially dietary items based on ‘calorie counting’ rather than ‘adequate nutrition’.
From a geographical perspective, the Keto diet originated in a country where the main
ingredient in food consumption was refined flour. The diet worked perfectly with their body’s
ability to digest and metabolize what their inherent systems were trained to. Eliminating refined
flour or even its healthier counterpart called the whole wheat flour worked perfectly with their
plan for better health. The other grains like rice and millet haven’t found much favour in their
culture, cuisine or choice. India, on the other hand, has an extremely rich grain culture and
houses a majority of non-vegetarians where the choices are largely restricted to chicken and
fish where an Indian non-vegetarian consumes significantly less than an American. (Menon,
A;2017). “Our bodies in most cases can digest and metabolize best the foods we have been
used to eating as kids. Our stress levels are managed better when we connect with the food we
eat, with food that gives us comfort. Our food has a strange equation with our psyche.” (Menon,
A;2017) “As a lifestyle regime, keto is becoming more than just another low carb diet. While
its original focus was on macro intakes, today’s keto options encompass aspects of free-from
and clean-label diets.” (Mettucci, S; 2018)

Class Cultural consumption of the Keto diet.

Several parallels to the Ketogenic diet can be traced to the North-westerns whereby the
parallels still consist of distinctions in terms of the consumption patterns. The distinctive
feature of the diet of the Inuit is that more than 50 percent of the calories in these foods come
from fats which come from wild animals which are strikingly different from both, farm-animal
fats and processed fats. (Dewailly as cited in Gadsby, L; & Steele.L, 2004) The diet of the
Innuits of the North-western Alaska is somewhat parallel to keto but still has significant
differences in the consumption of the nature of fats. Its significant to note here that 2 diets
almost on similar baselines, still have vast differences in terms of consumption patterns thereby
focusing on the vitality of culture, ecology and food consumption. “Needless to say, the
subsistence diets of the Far North are not “dieting.” Dieting is the price we pay for too little
exercise and too much mass-produced food. Northern diets were a way of life in places too
cold for agriculture, where food, whether hunted, fished, or foraged, could not be taken for
granted. They were about keeping weight on.” (Gadsby,L; & Steele.L, 2004)
“To plan diets for individuals or groups that are appropriate from a health and nutrition
perspective, registered dietitian, nutritionists and health providers must use resources that are
targeted to the specific client or group” (Krauss 2017:188). The cultural background of the
individual is thereby important to be interpreted in terms of diet planning as the food
consumption patterns lie within the specific culture systems. “Indian society and culture form
a concoction of pluralities.” (Balachandran, A, 2018). These pluralities often influence the
consumption patterns and the way individuals adapt new patterns through generations. With
the multicultural class and caste background in India, the consumption of the keto diets

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according to me vary significantly in the areas of class hierarchies and the power dynamics
have their interplay within.
The social dynamics of class hierarchies can be seen where the upper and the upper middle
classes of the society adhere to keto as a way of self-expression of their class, status and
privilege to undergo the ‘rich’ diet. In a way, the upper class engage in a process of legitimation
of their power and status in society through their urban culture and ‘westernised’ food
consumption patterns. “The culture of the urban lifestyle has revived to an extent where
individuals obtain these ketogenic diets undermining its consequences on the body.”(Fox, R;
http://www.sirc.org/publik/foxfood.pdf)
Furthermore, Pierre Bourdieu’s idea of the cultural capital is largely applicable in the sense of
the class culture dynamics. It conceptualises that social mobility is promoted via the social
capital or the assets possessed by an individual in a society. It significantly includes that the
cultural knowledge bestows the power and social status with the particular individual. It
interestingly comprises of the symbolic goods which are deemed as worth seeking by the
society. People who can afford to sustain on Ketogenic diets often possess the cultural capital
to acquire the knowledge and make the choice to be on such an expensive diet. Thus,
Bourdieu’s ideas are pragmatic in the consumption of Keto diets as the cultural marker acts as
a distinction thereby providing privilege to the modern elite occidental consumer.

Core and Periphery

The dynamics of core and periphery on the consumption of food are based on the intake
frequencies of specific food items. Core foods are the foundation of the diet and include the
staples that are consumed almost daily such as rice, corn, wheat, yams and other starches.
(Kitller et.al, 2004). The core foods vary in different cultures according to the food-culture
dynamics. “Foods that are eaten widely and often (but not daily) in a culture are secondary
core foods.” (Kitller et.al, 2004). “Peripheral foods are those that are eaten sporadically and
usually represent personal preference rather than cultural traditions.” (Kitller et.al, 2004).
Complementary foods add to the texture, taste and flavour to the core foods. It is hypothesized
that not only do complementary foods improve the palatability of core foods, but they also
increase nutritional value and are associated with many ethnic cuisines. (Kitller et.al, 2004).
The ingrediants in the Keto diet have a significant interplay between the core, peripheral and
the complementary foods.

Food Choices in terms of Keto:

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 F1: The consumer food choice model

Although culture is a significant governer of food choices in the larger aspect, our food choices
are governed by many other factors which interplay with the culture and food systems. As seen
in F1, the diagram represents how costs of the food item, its taste, variance, well being, self-
expression, convenience govern our food choices and how all these factors of ‘choice’ impact
our physiology and overall health. The Indian dietary domain typically involves a lot of food
items and thus ‘taste’ is an important factor in terms of Indian diets. The Keto diets which are
tailored to cultural-specific food items such as paneer typically illustrates how the Indian
‘culture’ holistically affects the dietary tweaks on the basis of ‘taste’. “Taste includes numerous
sensory properties that are more cultural than physiological. Colour, aroma, and texture are
equally important to what tastes “good” to us.” (Kitller et.al, 2004). Albeit the presence of
several factors, taste often dominates choices within the dietary domain. (Kitller et.al, 2004).
The taste properties of cultural foods explain how “Indian keto diet” plans have emerged with
the rise of several cookbooks which include recipes especially tailored for ‘Indian’ populations
with lots of variety in which the keto diets are Indianized to suit the taste buds of Indians.
Contrary to this, it also explains how these diet fads fail to sustain as they include western
varieties of food such as avocados which lack that taste aspect. Also, I feel being on a Keto diet
is a kind of self-expression for the sets of populations consuming it based on their class, status
and prestige.
Flavour goes hand in hand with taste which majorly affects our food choices. “Flavour is the
quality in a food that imparts a particular taste in the palate.” (Kitller et.al, 2004). The several
techniques used in cooking foods, from preparation (i.e., washing, chopping, or leaching) to
heating (i.e., roasting, grilling, or frying) or preserving (i.e., drying, pickling, curing, or
fermenting) affects the flavour of the food. The seasoning also adds up to the flavour in terms
of taste and varies in preferences. The dietary modifications in terms of keto diets depends
largely on all these aspects. “Core and complementary foods and flavour principles are

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maintained if possible, while preferred sensory properties are also preserved as self-expression
of cultural identity.” (Kitller et.al, 2004). The food choices in terms of keto diets for the
wellbeing factor seems contradictive as in some instances, individuals are often forced to
undergo the diet plan. According to me, this cannot be termed as ‘wellbeing’ even though the
person undergoing ketosis has achieved desired results as ‘wellbeing’ connotes wider
psychological implications and a balance between both, physiology and the mind.

Acculturation processes and commodification.

The acculturation process is all about how cultures evolve and adapt to new cultures by
retaining their origins. Acculturation in India has a history which spans from the colonial period
under Britain to the recent period of large corporations. The modifications in the diet by
retaining traditional food culture and incorporating new food patterns occur with the merging
of cultures. (Balachandran, A, 2018). The acculturation to food items seems a gradual process
where even after adopting to certain foods, there are changes in the food choices later as the
food industry continuously evolves and functions to strive the needs and cater to the tastes of
the populations.
With the innovations in transportation and communication as part of globalisation, cultural
transactions between groups have accelerated and neo-liberal policies have enhanced the
cultural diffusion thereby creating a ‘Global Village’. The western culture has great influence
in developing countries like India where they find easy ways through the policies of
liberalisation and privatisation into third world nations. In a capitalized society, culture has
become a commodity; something to be produced and consumed. The food marketing strategies
attracts and controls the consumers to satisfy their hunger for the transformed food commodity.
Cultures are also modified to suit the native cultures(heterogenization) in the case of the mixing
of cultures (Balachandran, A, 2018). The cultural adaptations of keto diets and the hybridity it
entails serve an important understanding of the diet acculturation processes. “Thus, food
globalisation has triumphed in producing a sense of rootedness, identity and nostalgia for the
diaspora.” (Balachandran, A, 2018)
Commodity fetishism has been an important aspect in Marxist approaches. For Marx,
commodity fetishism is the tendency of people to view the product of their labour in terms of
relationships between things, rather than social relationships between people. The commodity
is viewed only in terms of the final product thereby obscuring the processes through which it
is created. (Hudson, I & Hudson. 2003). “Today, with the increasing saturation of daily life
with commodities, we are especially subject to this brand of fetishism.” (Hudson, I & Hudson,
M. 2003). The ingredients consumed by individuals on keto diet are often fetishized due to the
label which they have gained under the dietary context. Furthermore, fetishizing of
commodities is evident in the brand endorsements of dietary supplements related to keto diet.
“Brands can appeal to consumers who are interested in trying a keto diet by providing keto-
friendly products that are easy to use and help simplify the diet’s nutritional principles.”
(Mettucci, S; 2018)
The dynamics of Culture industry

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Adorno and Horkheimer (Adorno, 1944) would argue that the enlightenment of mass deception
in this case would be based on the consumption of high protein and fat foods. Additionally, the
argument of culture industry extends where the consumption of ingredients such as Almond
flour, cauliflower, cottage cheese, cheese, meat and eggs in the Keto diet is exoticized as being
a practice of the high culture of the modern Indian society. In the Indian context, this culture
industry thereby excludes a massive lower-class population from consuming their own diet.
Due to the extensive aura created around these food ingredients due to their fetishism, the
producers are often alienated from their own product of labour in terms of consumption. The
cultural and the economic capital thus lies predominantly in the hands of the upper classes of
the society who can afford to sustain on the expensive Keto diet. The Ketogenic diet is thereby
deemed important by the culture industry through the process of standardization.
Moreover, I feel Foucault’s theory of Normalisation can be extended to ketogenic diets in the
terms of choices made by the people on the restrictive diet. Foucault’s work significantly
displayed that normalization and discipline are vital mechanisms of what he called ‘biopower’
which focuses on what is ‘significant’ to the human beings. Although the diet is extremely
restrictive in terms of the carbohydrate’s consumption, at the end, it is the choices which
individuals make in terms of their diets which are normalised and significant for themselves.
The new global system of food works in a manner where it creates its own food culture industry
where packaged food and customised meals are being standardized, processed, manufactured
and mass consumed. The consumption patterns are simultaneously produced through the role
of mass media, shifting relation of cuisine and identity of the masses, changes in preferences
due to the living conditions and new economic and labour conditions. The labour conditions,
working culture and lifestyle of the urban populations of India wherein people spend hours
travelling to reach their workspaces and the regime of 9-5 jobs has significantly contributed to
the success of food delivery services in India offering customised meals. Under such conditions
where the time management issues crop up catering to the demands of the new age capitalist
society, delivery services offer the best alternative for the new age millennials as well as the
elite masses in practicing their agency over expensive customised Keto meals.

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 CHAPTER 4: RESULTS AND DISCUSSION

4.1 Keto from an expert’s view

The nutritionist is a CEO of a food delivery service in Hyderabad named ‘Fitness Bowl’.
According to the nutritionist, ketosis is a process wherein the liver changes its mechanisms in
consuming energy. The food intake of an individual in the form of breakfast, lunch, snacks and
dinner are primarily meant to be converted into energy and the purpose is served by the
functioning organs. Thus, ketosis is none other than a changing mechanism in the body in terms
of energy consumption. A keto meal plan generally avoids all kinds of sugar-based
carbohydrates such as rice, bread, yeast etc. The major meal items in a ketogenic diet include
meat, cheese, cottage cheese and eggs. Ensuring a portion control is extremely important for a
person who is on a ketogenic diet.
Ketosis has its own composition in the breakdown of macronutrients as per the calorie
requirements of an individual. Most often, the ketogenic diet comprises of 75% fat,20% protein
and 5% carbohydrates. Once an individual is on a ketogenic diet where he/she restricts the
intake of carbs in the diet with heavy consumption of fats and protein, the liver identifies the
low carb consumption. The human body requires a span of 7 days to hit the process of ketosis.
One needs to be watchful of their carb consumption during these 7 days and ensure a low carb
content in order to get started with the process. ‘Ketoflu’ is a common range of symptoms
experienced by a person within this span which involves headache, nausea, fever, irritability
and body pain. A ketogenic diet is usually prescribed by a doctor or nutritionist for diabetic
patients. The prime reason being the sugar restriction in the diet of the diabetics whereby
carbohydrates are the major contributor for this sugar intake.
According to the nutritionist, a ketogenic diet is not suitable in the Indian framework due to
the culture, demographics, temperature and climatic conditions of the region and is only
feasible for a different section of population in India which include athletes and celebrities who
have to maintain the discipline in their diets due to their work profile. The energy consumption
levels need to be high in a region of high temperature and constant climatic change. The diet
is thereby not suggested by the nutritionist to the clients. However, it is only introduced as a
crash course as per the goals of the client as carb restriction for a long time creates difficulty
in sustainability of the diet. The diet can be prescribed to obese individuals as the liver is
already used in consuming fat for energy sources in such patients. In such case, the saturated
body fat is burnt due to the fat consumption as it is also used for energy production. Eventually,
the person needs to be restored on their normal diet gradually. However, if an individual is
prescribed keto, strict disclaimers are provided to religiously follow the diet plan. For instance,
if a person is in the ketosis process for 15 days and if there is an extra carb consumption on the
16th day, the entire ketogenic cycle is broken and the person needs to start again from the
baseline. Such cases occur most often wherein people instantly gain weight even though they
have lost weight throughout the process.

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As the nutritionist is a CEO of a food delivery service in Hyderabad named ‘Fitness Bowl’, his
views on the start-up ventures offering customised Keto meals have been interesting offering
a first hand experience. According to him, the trend of the food delivery services in India is
growing because of the whole idea of ‘customisation’. The trend works quickly in a market
wherein a service is created which provides completely customised meals on their office or
work tables thereby making people lazy in meal preparation. Although a lot of online ventures
are coming up with customised meal plans, they need to know how to automate their services.
Despite of the upscale of such ventures, sustaining in the market if not difficult, is a challenging
task as one takes care of the entire nutrition of an individual. Moreover, social media and the
growth of the digital world and marketplace are providing the space for Indians to explore such
ventures. Interestingly, if people want something, they need services to provide it to them.
Especially in the nutrition space where quick results can be achieved in no time with 0 efforts,
individuals do not hesitate to pay a price for it which leads to the sustenance of such ventures.
Furthermore, according to the CEO, the subscriptions are not expensive but have attained a
high price due to the niche market and the ‘need’ proposed by it. The pricing of the meals
largely depends on the region of the start-up and the marketing mechanisms.
The ketogenic diet is not as difficult as it is marketed in the society as experimentation with
the ingredients is an easy task as per him. People need to focus more on what not to be used on
the diet rather than the counterparts. The prime reasons for the ever-emerging market for the
Keto diet is the changing work cultures, lifestyle issues due to their job profile leading to
obesity, diabetes and weight gain issues. According to the nutritionist’ views, the fad for the
Keto diet is not restricted to the geography of India but also extends abroad. The prime reason
for the global fad constitutes in the visible quick results amongst the masses. It is just emerging
as a global ‘trend’ as the trend for fitness and health has been constantly changing. Ketogenic
diets are increasingly evolving in India with experimentation and trial and errors. However, the
trend and the fad might fade away where a new form of diet might emerge in the nutrition space
where celebrity endorsements might lead to the upscale of such kind of trends.

4.2‘Sayonara sugar and carbs!’ exclaims the upper-class Indians.

The data from the interviews of the 14 subjects reveal that 80% subjects have a monthly/family
income of 1 lac and above while the rest 20% subjects fall within the range of 75k- 1lac. The
statistics unfold an interesting yet expected outcome which surrounds around the whole notion
and pragmatics of the urban middle and upper-class cultures of the Indian society. The
socioeconomic background of the participants distinctly answers the question, ‘who’ are the
prime consumers of this so called ‘fad’ diet. As per statistics, the consumption patterns of the
Keto diet in India is significant wherein the diet is affordable only to a certain class of people
in the society. Of the 14 subjects, 65% were non- vegetarians while 35% subjects were
vegetarians. The major ingredients for the non-vegetarians were eggs and chicken while fish
was a part of the diet for 21% subjects. The major meal ingredients in the Keto Diet for
vegetarians was cottage cheese(paneer) and cheese(processed/unprocessed). Along with these
2 prime meal items, the vegetarians included items such as almond flour, ghee, curd, dark

16
chocolate, black coffee, bacon, olive oil and full cream in their diets. If we look at these items
closely, it requires the customer to pay a certain amount to acquire these ingredients as they
are comparatively expensive with respect to the ingredients involved in a normal diet. For 65%
subjects, the prime reason behind choosing these specific items in their diet was the amount of
protein and fat content in it whereas 14% subjects chose specific items particularly to maintain
a calorie deficit. The other 21% subjects focused on ‘low’ and ‘slow’ carbohydrate content in
their meals with the inclusion of more vegetables and fruits. The obsession with low carb and
protein, fat rich foods in Ketogenic diets is visible in the sense where the major ingredients of
the meals involve the consumption of proteins and fats. The socioeconomic background of the
subjects along with the choice of specific major meal ingredients clearly reveal the purchasing
power required to acquire these ingredients. It is indicative of the cultural capital possessed by
these individuals which makes them sustain through the expensive diet thereby providing
claims of truth that the diet is consumed by the middle-upper and the upper-class Indians of the
society.
Moreover, a heavy emphasis on vegetables was found where the meals of 57% subjects had
vegetables as the prime food item on their plates whereas 28% respondents included fruits in
their diet. However, 15% subjects had a completely non-vegetarian diet without the inclusion
of fruits due to their ‘sugar’ content. The differences in the ideas of consumption of fruits is
based on the preferences, the source of diet customisation and the lifestyle of the subject. A
stark contrast was found where a subject practiced a Keto diet along with Intermittent fasting
whose diet consisted of 80% fibres ad 20% proteins wherein fruits and vegetables were
inclusive in the 80% fibres while the rest 20% protein was acquired through eggs. While some
avoid the consumption of fruits due to their sugar content, others religiously involve them as a
part of their Keto diet.

4.3: Yaaarr... thoda ‘desi’ rehnde do!

For 65% subjects, the food items in the Keto Diet were suitable to their taste buds while the
rest 35% subjects had food items which were not suitable to their initial taste buds. In terms of
tasting, the food items were suitable for most as they were a part of their daily diet and there
wasn’t a ‘new’ element to their meal structure when they started their Keto journey. Though
the taste wasn’t the same to their previous diets, they experienced a taste of a similar kind. 28%
respondents consumed food items from their traditional ‘Indian’ meals but with tweaks in line
with the Keto principle of protein-fat thereby suiting it to their taste buds. An interesting
statistic has been found in case of the difficulty in adaptation of the subjects to the Keto Diet
over the span of months. Despite the suitability to taste buds of 65% subjects, 72% subjects
found difficulty in adapting to the diet plan over a period of time. However, for 28% subjects,
the diet was not difficult in adaptation. The reasons for the difficulty in adapting to the diet
plan were the consumption of limited food items during the Keto plan, the restricted portion
size and resistance to the addiction of certain beverages like tea and coffee. On the other hand,
the reasons for the non-difficulty in adapting to Keto were several. A respondent had her
preference towards continental food, resulting in her suitability to her taste buds thereby

17
sustaining her throughout the Keto plan easily without any sort of a difficulty. Although the
ingredients are suitable to most, adaptation requires considerations in terms of food choices,
taste, preferences and portion size. Any tweaks within the normal functioning will certainly
lend difficulty in adapting to the novel plan.
Speaking about the Indian adaptation to Keto, 85% subjects felt that it is tough for a person to
choose and adapt to a Keto diet specifically in India because of the nature of the climate,
weather, demographics, socioeconomic background, affordability and accessibility. 78%
subjects focused on the affordability aspect suggesting Keto to be extremely expensive to be
followed on daily basis in India. Although most subjects avoided carbohydrates in their Keto
meal plans, 42% subjects emphasised on the importance of carbohydrates in the daily meals
for Indians by referring it to the nutritional food pyramid. However, 15% subjects were
completely against the consumption of carbohydrates justifying its unnecessity to the job
profile and employment prospects of Indians in recent times. They particularly referred to the
labour work done previously is agricultural societies which required more carbs for energy
production and consumption and justified today’s ‘sitting’ jobs as not requiring carbs as they
aid in only adding weight.
In the study, all subjects added an ‘Indian’ twist to their diet meals according to their
convenience and suitability to taste buds. However, 28% subjects had highly ‘Indianized’
meals wherein they retained their original meal items with certain alterations as per the Keto
plan. For instance, they prepared the original vegetables to be eaten with roti/rice wherein they
just swapped certain ingredients with the keto ingredients. These subjects were holding the
view of the Indian recipes of Keto being easier for preparation. Interestingly, subjects added
the traditional masalas, ginger and garlic to their meal plans in order to make it ‘tasty’ and
‘flavoursome’. Statistics reveal 35% respondents using the major ingredient, red chilli powder
in their meals. The next in queue was the garam masala followed by pavbhaji masala, biryani
pulav masala and chat masala. Other items in their meal plan included Keto Khakhra, pumpkin
pav bhaji, gond ladoos (made up of edible gum, dry dates, ghee, dry fruits, poppy seeds and
jaggery), paneer burji, Palak paneer, keto poha, Cauliflower uthappam and even Keto pizza.
According to me, the Indian adaptation of the Keto diet at such a massive level is because of
the tradition and culture Indians have been adhering to since ages. The meals of Indians be it
from any corner of the country are characterised by the use of distinct curries, masalas and
gravies which form the crux of the Indian menu.

4.4: Keto as a ‘key’to weight loss!?

As research literature already provides data on the successful results of the Ketogenic diets in
attaining short term weight loss, research findings have significantly supported the respective
claims. The outcome is expected wherein the primary goal driving the choice for choosing this
specific diet is none other than WEIGHT LOSS. 92% subjects opted Keto primarily for the
purpose of ‘shredding’ those extra pounds. For most, Keto Diets have always been the next
subconscious thought when they think of losing weight. Further statistics reveal that 85%
subjects were successful in reaching their goal with the Keto diet plan with average weight loss

18
ranging between 10-30 kgs. The results were achieved within the span of 2-3 months by 21%
subjects while 64% subjects took 6months to a year in order to achieve their results. However,
15% subjects were not successful in reaching their goal through the Keto plan due to several
reasons such as difficulty in adapting to the meal timings and the effort required for meal
preparation under Keto. Keto seems to be the choice for weight loss amongst the masses due
to its quick results. Although the diet is successful in losing weight, the question arises whether
this weight loss is sustainable or not if the person stops the diet plan. According to nutritionists,
people ed p gaining doble the weight they have lost after they stop the keto diet. I feel the
restrictions posed by the diet by elimination of the major food content i.e. carbs often lead to
the aftermath of the diet plan as the consumption of carbohydrates immediately surges after the
keto diet. Due to the restrictive pattern of the diet, people tend to consume more carbs after the
diet than the non-dieters and thus the weight gain.

4.5: Keto ke Side Effects:

92% subjects experienced several side effects during the Keto phase such as dehydration,
hyperacidity, lethargy, lack in energy levels, fatigue, dark circles, vitamin deficiency and
constipation. 35% respondents had an irritable mood during the Keto phase and experienced a
guilt phase after cheating on their diet. Significantly, these are the symptoms of ‘Ketoflu’ which
appear once the bodily mechanisms changes. Starkly, stress and depression were the major side
effects found amongst 15% subjects. Although the negative effects of the diet were experienced
by almost all the subjects, 50% subjects felt lighter, better and happier after the Keto phase due
to the visible changes in their appearances. 42% subjects experienced change through good
quality of skin and hair. Rise in the motivation levels and boost in the energy levels were other
positive aspects experienced by the subjects after being on the diet plan. Keto diet comes with
a lot of negative side effects as the mechanism of the body are totally changed when a person
is under ketosis. Although the side effects are many, extreme care needs to be taken in terms
of dietary requirements to avoid grave consequences of the diet.

4.6: Sustainability and Keto…kab tak chalega?

Interestingly, the Keto diet is not sustainable in the Indian context according to all the subjects.
The difficulty in sustainability according to them include the expenses in maintaining the diet
plan, difficulty in training the mind and the body in adapting to such a restrictive diet and
difficulty in constant calorie counting. The major reason pointed by most was the difficulty in
cutting down carbohydrates from the diet and staying away from it for a long period of time.
The inability to stay away from the tasty delicacies of India, resisting the junk food and the
orientation of Indians towards ‘masaledaar’ foods was another distinct finding in terms of
limited sustenance. When we talk about the sustainability in terms of taste and preferences, the
cheat meals and the cheat days are an interesting finding. Statistics reveal, 35% subjects
religiously followed the Keto diet plan prescribed to them without a single cheat meal.
However, 65% respondents engaged in cheat meals and cheat days occasionally during the

19
Keto phase. A heavy consumption of carbohydrates was found during the cheat meals/days
with consumption of items such as rice, bread, chocolates, cakes, pizzas and nachos. Cakes and
chocolates were consumed by most suggesting the inclination towards sugar-based
carbohydrates of the subjects during their cheat meals. However, 14% (2) respondents engaged
in ‘healthier’ options even during their cheat days including items such as rajma chaval (kidney
beans curry with rice) and curd rice. The sustainability of every individual depends on varied
factors such as the type of lifestyle, disciplined patterns of eating and religiously following the
diet plan. However, when we look at the whole Indian context of food consumption, the
importance and value systems Indians attach to the meals, the sustainability becomes a major
question for the Keto diet. The indulgence in heavy carb items during the cheat meals is a clear
indicator of inability to resist the delicacies which were previously a part of the diet. Thus, the
Keto diet seems to have a short-term sustainability due to the ingredients involved and the time,
effort and discipline demanded by the diet.

4.7: Is Keto nutritionally sound?

Findings on the nutrition content in Keto on a scale of 1-10(1- least nutritious, 10- most
nutritious) reveal 20% subjects rating the diet between 3-4, 50% subjects rating between 5-6,
20% subjects rating between 7-8 and 10% respondents rating between 9-10. According to the
respondents, the reasons for the diet being devoid of nutrition include losing out on important
vitamins, minerals and fibres due to the elimination of several food categories such as fruits
and certain vegetables. The harmful side effects of being on a Ketogenic diet such as kidney
stones and excess use of supplementary sources such as vitamin tablets to balance their
proportion in the diet were particularly pointed out by those who rated the diet within the range
of 3-6. However, the subjects who rated the diet within the range of 7-10 justified the diet being
full of vitamins and minerals thereby labelling it as ‘healthy’. Respondents claimed the ‘health’
and ‘nutrition’ component and the care taken by the diet only ‘under expert advice’. Moreover,
some respondents who rated within the range of 5-6 claimed nutrition to be based on the
‘choices’ one inherits in order of maintaining such a diet. Some also pointed out the nutrition
content to be proportionate to the quality of the food one chooses or has access to. Although
several debates exist between the health and nutrition perspective of Keto, the non-
recommendation by the nutritionist to the diet plan claims it to be unhealthy and less on
nutrition. Moreover, the human body requires all the vitamins, minerals, fats, fibres, proteins
and carbohydrates in order to be stable in the bodily functions. According to me, the removal
of an entire section of carbohydrates which construe the 70% expected intake from the
nutritional pyramid only adds on to the health risks at a later point in life.

4.8: Normal diet or Keto…Which is better?

In terms of preferences for a normal balanced diet or Keto, statistics reveal 78% subjects
preferred to be on a normal diet while 22% subjects had a preference to be on a Keto. The
reasons for the preference for a normal diet over Keto included the ‘enjoyable’ aspect of a

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balanced meal, long term sustainability, varied choices and the freedom to exercise their
choices through food items in their plate. Moreover, respondents also pointed out the
importance of carbohydrates in the balanced meal for energy purposes, satiated feeling and
how it helps in sustaining the energies throughout the day. The space provided to exercise the
freedom to explore different food varieties was an interesting finding in terms of a normal
balanced diet especially in the case where these were the same respondents who were on a
Keto, abiding through all the restrictions for several months. Some respondents were not
comfortable with Keto due to the repetitive pattern of the meal structure including proteins and
fats thereby leading to boredom. On the other hand, the reasons for liking a Keto diet than a
normal diet were surrounded by the ‘health benefits’ of the diet. These included the
consumption of adequate amount of vegetables and proteins thereby making it healthier than
the normal diets. Another reason was the smaller portion size of the meals thereby preventing
one from overeating. The respondents felt lighter on a Keto diet as compared to the normal
balanced diet and also experienced easier digestion without any signs of physical discomfort.
The findings and discussion on sustainability as well as nutrition connects here as the normal
balanced meal was preferred by most. Be it Keto or any other diet, there are certain set of
boundaries marked by the diet within which the individual has to perform his eating habits.
The restrictive boundaries in Keto often deny the individual from consuming many meal items
which originally were a part of the person’s diet. Although the health benefits of Keto diet are
deemed important than the traditional balanced meals by some subjects, experts have notably
pointed out that a balanced meal is far better than a restrictive diet.

4.9: Keto and the Digital space

When we talk about the potentials of mass knowledge production, distribution and
consumption, the digital space offers massive benefits. 85% subjects self-prepared their Keto
meals while 15% subjects ordered it through online websites. Amongst those who self-prepared
their meals, 60% respondents referred to YouTube channels for reference. The YouTube
channels referred for the preparation included ‘Headbanger’s Kitchen’, ‘Beer biceps’,
‘Ketobites’ and ‘Fituber’. However, others referred to scientific articles of NCBI, magazines,
blogs and articles on Keto diet. Amongst the food delivery services offering customised Keto
meals, Grofit.com and Food Darzee were the two sources for 15% subjects. Social media
handles have become increasingly popular in choosing and preparing meals due to the wide
range of variations provided by it. Moreover, the increase in popularity for the food delivery
services in India has made the diet culture popular. The digital marketing strategies thereby
have been an important contributor to the food industry. For Keto, the YouTube channels
viewed for ketogenic recipes are ever-growing with thousands of people subscribing to these
channels. Moreover, there are innumerable articles, blogs and magazines regarding Keto
recipes and about the Keto diet which are accessible by a click. Thus, the digital world has been
influential in popularization of the Ketogenic diets.

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 CHAPTER 5: CASE STUDY ON FOOD
DARZEE

ABOUT THE COMPANY:

Food Darzee is a healthy food delivery service in India which creates and delivers customised
meals for the customers. The company commenced its operations since 2017. Interestingly, the
meals at Food Darzee are customized not only according to the fitness goals but also take into
account the health goals, medical conditions as well as the likes and dislikes of their customers.
The company claims to be empathetic, scientific, inventive and authentic in their outlook. The
company aims at tailoring each and every meal as per the client’s requirements taking into
consideration their body type, gender, age, height, weight, taste preferences, lifestyle and
fitness goals. The company provides meals specifically for Ketogenic diet, Low carb high
Protein diet and Balanced diet.
ABOUT THE COFOUNDERS:
Having a career in nutritional sciences with a MBBS degree, Dr. Siddhant Bhargava’s aim was
to enter a space which encapsulates the areas surrounding food, health and nutrition. With the
goal of becoming a popular nutritionist, he became the face of Food Darzee as he was the bearer
who imported the area of ‘nutrition’ to the table of the company thereby taking charge of the
content marketing of the company. Dr. Siddhant is a celebrity nutritionist and weight-
management expert whose works have extended from training Bollywood celebrities like Sarah
Ali Khan to the Indian Cricket Team. Along with Dr. Siddhant Bhargava; Anik Bhandari,
Anirudh Ganeriwal and Devaj Jhunjhunwala are the co-founders of Food Darzee. The
cofounder Devaj Jhunjhunwala looks over the inventory management and technical glitches
faced by the company and is the one who devises out of the box solutions to the challenges
faced by the company. Anik Bhandari is the finance head of the company who looks over the
performance marketing mechanisms. The crux of marketing involving areas such as the nature
of the advertisement, focus group of viewers, region of the display, time period of the specific
advertisement and the finances involved in the overall process are taken care by this cofounder.
Anirudh Ganeriwal is the culinary head of the company who ideates all the recipes that Food
Darzee prepares for their clients and is the driving force of the company. According to Dr.
Siddhant, he is the one who keeps ensuring the entire mechanisms of the company work
smoothly and gets everyone into working.

WHAT’S IN A NAME?
The name of the company was ideated by the co-founders keeping in mind the company’s sole
purpose. In Hindi, ‘Darzee’ initially means ‘tailor’ and the concept behind using a colloquial
word was its meaning itself which implies ‘tailor-made’ meals.

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CONCEPT, VISION AND MISSION:
According to the co-founder Dr. Siddhant Bhargava, the concept behind starting Food Darzee
was to create a space which offers customisation of healthy, nutritious and tasty meals as per
the particular goals of the clients. In unison, the motto of Food Darzee is to get people into
eating healthy and tasty food on daily basis. Accordingly, taste customisation and variation are
considered as important aspects in meal preparation at Food Darzee. The company aims at
providing variations in the meals in order to withdraw one from the monotonous structure of
diets. As the market for personalised meals was limited with few marketers invading the space
for customised meal plans, the cofounders wanted to start off with Food Darzee with the aim
of becoming a leader in the personalised food delivery market. The company envisions to be
the top-notch brand in terms of food and nutrition.
CHALLENGES AND SOLUTIONS:
Although Food Darzee did not have a destined goal while conceptualising the whole idea, their
primary goal was in building a strong groundwork thereby ensuring the smooth running of the
system and getting the roots established. Moreover, Food Darzee took into consideration the
demographics of Mumbai to ensure whether such a concept would be successful in the region.
The groundwork included choosing the appropriate cutlery for the kitchen, finding chefs and
kitchen spaces, recipe ideation, preparation and execution, preparing meals as per the nutrition
calculations according to the preferences of the customers, ensuring correct packaging and
setting up the entire logistic chain. The major challenge for Food Darzee in its initial days was
to ensure this strong base of groundwork as the space was novel for the cofounders. Although
the company had difficulties in establishing their roots; gradually it started receiving positive
responses through their clients which ensured the cofounders of their successful product.
Eventually, Food Darzee started spreading the word through digital marketing strategies.
For Food Darzee, the challenges kept differing at several stages throughout their journey.
Currently, it is facing the challenge to have maximum reach across the population as it has hit
a plateau in the initial days wherein it has maxed out its potentials in reaching to customers
thereby leading to the massive growth of the company. Accordingly, the cofounders are
collectively working on strategies to overcome these challenges. Regardless of the
innumerable challenges faced by the company, the 4 cofounders of Food Darzee have
collectively strived to overcome the challenges by identifying them, ideating the solutions and
working on those thereby gaining success in overcoming them. The hardworking culture of the
company could be deciphered through the fact that the cofounders work 12-13 hours each day
in order to ensure the ‘perfect’ mechanisms of the system. Today, Food Darzee faces the
challenge of growth and aims at amplifying its scales of reach to its customers
FUNCTIONING AND PROCESS MECHANISMS:
An entire process of functioning is involved in Food Darzee right from the meal plan
subscriptions to the home delivery. Once a client is onboard, a personal nutritionist is assigned
who plans the diet for the client assigned. The diet suggested by the nutritionist is further sent
to the kitchen where the culinary team prepares calorie and macro counted customised meals
which are delivered in 4 forms- Breakfast, Lunch, Snacks and Dinner. The breakfast and lunch

23
are delivered together by the logistics team to the delivery address in the morning while the
snacks and dinner are delivered together in the evening. The logistics team of the company
ensures the on-time food delivery at the desired locations. Initially, the nutritionists who joined
the company were some of the acquaintances of the cofounders. However, the company now
hires an HR who recruits nutritionists for their clients. The nutritionists are chosen based on
their expertise knowledge wherein their interviews are conducted and training is provided. The
training of the nutritionists is extensive in the sense where they are taught communication skills
and strategies of compliance. Today, Food Darzee has a team of 25 nutritionists and it claims
to possess a large team when it comes to a nutritional company. Moreover, food Darzee owns
an expert team of chefs ranging from the breakfast chef, soup chef to the salad chef and holds
central kitchens which are similar to the restaurant kitchens and are located in unidentified
spaces in Mumbai, Pune and Delhi
PROCESS OF MEAL PERSONALISATION:
The entire process of meal customisation under Food Darzee occurs at the nutrition and the
taste front. At the nutrition front, Food Darzee prepares meals based on the nutritive
requirements of the specific client. The system works wherein every single gram of food is
measured and the amount of micro or macro nutrients in the meal are taken care by the
nutritionists. As taste customisation is ideal and an important aspect for Food Darzee, it
undertakes efforts to fit in to the taste of its varied clients wherein they create and prepare 35
dishes throughout a day. These 35 dishes are created in a way where they fit the taste buds of
the varied customers. Food Darzee lays its importance on taste customisation as it believes that
a diet is difficult to sustain if the person dislikes the food on their plates.
In terms of catering to the needs and requirements of the clients, Food Darzee tweaks the meals
on the nutrition front wherein they customise the meal plan according to the bodily
requirements of their clients. For instance, if a client needs an extra 5gms of protein in their
diet, Food Darzee provides and caters to their needs. However, it faces certain challenges in
acquiring to the needs of taste customisation with regards to some clients wherein it is difficult
to cater to those who have salt and spice restrictions. Salt restriction specifically becomes a
tough task to cater as the chef doesn’t possess the agency to quantify the amount of salt required
by a particular client. Other clients with spice restrictions demand bland food without even a
pinch of masalas which later adds a task on Food Darzee on their taste front. In such cases,
Food Darzee tries its level best by tweaking meals and creating special situations to cater to the
client’s needs. However, acknowledging and identifying the company’s capabilities and
strengths, Food Darzee takes a call whether to consider such clients onboard or not as the
company is against hindering operations in catering to thousand others just for a few clients.
WHY FOOD DARZEE?
The company has gained momentum specifically due to their transformation stories with
visible results through the testimonials of the clients due to the customised Keto diet plan which
it offers. According to the cofounder, being on a ketogenic diet is not as difficult as it sounds
to be as it is easy to swap certain ingredients while preparing a Keto recipe. Although the meals
provided by Food Darzee are possible to prepare at home, the time management issues with

24
the ‘effort’ to prepare these recipes makes Food Darzee an ideal choice for customised meals.
Moreover, the company claims to provide certain dishes which are not provided at other places
and dishes which cannot be prepared at home. Food Darzee claims its space wherein the
company incorporates the variety in the meals along with customisation. The company ensures
a stress-free healthy lifestyle by complying to their services as the person need not worry of
their health, nutritive requirements and taste as all aspects are taken care of by the company.
CUSTOMER REACH:
The company aims at developing a strong marketing strategy as it stresses on tracking the
customers who view their advertisements and claims the difficulty in reaching out the
customers without tracking. It significantly engages in a strategy wherein everything is tracked
right from the bottom which thereby helps the company is achieving their goals of expected
reach. The most powerful marketing strategy that aids Food Darzee in maximising their reach
is their strong word of mouth as the company has been delivering since 2 years. It has gained
maximum clients onboard as the company not only successful in meal customisation but also
in terms of results for their clients. Be it health goals or fitness goals, Food Darzee has been
there for their clients to achieve their specific goals.
In the spectrum of food delivery services in India, Food Darzee claims to be the one to start off
at a grand scale. Food Darzee distinguishes the company from other small-scale services in
terms of their scale wherein they claim to have a grand scale due to the massive number of
advertisements, marketing strategies and kitchen spaces they inherit as compared to the small-
scale ventures. It claims to possess a kitchen space of around 5000sq.km as compared to the
small kitchens of other ventures. Furthermore, Food Darzee is distinct from other food delivery
services as it possesses a strong nutritional support. While other companies provide customised
meals to their clients without the backing of a nutritionist, Food Darzee runs as a ‘diet centre’
wherein the assigned nutritionists are mentors who guide, tweak and tailor meals, map progress
of their clients and ensure a proper meal plan for the client on regular basis. For Food Darzee,
the process of amplifying their scales involved a lot of instability although it managed to attain
stability and growth by striving to get ‘better’ each day.

FOOD DARZEE IN INDIA:

The company has established it services in Mumbai, Pune and Delhi in India. Mumbai city has
been the flagship for Food Darzee as it is the first city where the business started and attained
a strong word of mouth. Food Darzee later established its roots in Delhi NCR followed by
Pune. Having recently established in Delhi, the company has not yet reached its maximum
potentials and is looking forward towards a similar growth as Mumbai. In case of Pune, the
company overestimated the market mechanisms being thoughtful of possessing a larger market.
However, it wasn’t as large as expected in Pune wherein the services have been a bit
disappointing for the company for the past 7-8 months. However, since January 2020, Food
Darzee in Pune has started to pick up their services and bind their clients. Although Pune is a
weaker city amongst the 3 (Mumbai, Pune,Delhi), it still holds more clients in the small towns
than the competitive regions in Mumbai.

25
Currently, Food Darzee is establishing its roots with adding the finishing touches and landing
on effective marketing strategies in Bangalore where the company is commencing its venture
in March 2020. Post Bangalore, the company aims to explore the cities of Hyderabad,
Chandigarh, Jaipur and Nashik. The current prime focus for Food Darzee is to kick start with
its services in Bangalore and Hyderabad by establishing its roots in the two regions.
Subsequently, the company aims to start off with the operations and services in other proposed
regions as well.

PROSPECTS FOR 2020 AND FUTURE:

For Food Darzee, the plan for the year 2020 is to set the ball rolling in at least 6 cities in India.
The company is also working on their bakery products through their site ‘BakedDarzee’ by
Food Darzee which provide healthy snacking through their wide range of deserts and breads
which incorporates healthier alternatives to high carb and calorie dense ingredients.
Additionally, the company is planning to extend its services and products to the retail sector
wherein the company aims to sell the products crafted by Food Darzee in the market space.
The items which they are planning to introduce in the market include cakes, ice-creams,
pastries, chocolates, cookies and even gravies and curries which are prepared by the Food
Darzee expert chefs. Along with the maximum reach in India, the company aims at expanding
its scope of market mechanisms across the Indian boundaries as well where it is plans to extend
their services in the global market in order to have a global reach. In the upcoming years, Food
Darzee endeavours to achieve a space wherein it should be the primary choice when it comes
to food, health and nutrition.

26
 CHAPTER 6: KEY FINDINGS

Considering the Indian context in terms of a Keto diet, initially I had a notion that 99% people
would not be successful on such a diet. Amongst all the diets, I always held Keto diet to have
the least success rates and considered it to be the most dangerous diet because of all the negative
side effects associated with it. I always felt that people can’t sustain on such a difficult diet and
would very soon give up on their diet regime. However, the research was an eye opener in the
case where amongst the 14 subjects, 13 of them were successful on their Keto diets and
achieved their weight loss goals. Each subject went through a major transformation phase
during Keto. Another striking finding for me was the sustainability and discipline in
maintaining the keto diet. Never did I think that normal people would be so disciplined when
it comes to health and diets. From losing till 30 kgs to transforming the body fat percentage to
only 10%, the transformation stories due to the Keto diet have indeed been a key finding
through the research.

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 CHAPTER 7: CONCLUSION

The discussions around food, health, diet and nutrition have always been inseparable without
its connections to culture and the wider societal aspects. Diets have become increasingly
popular with the dynamic nature of the Indian society and culture. Keto diet specifically has
popularised as a fad diet in India due to its fast results. The weight loss industry with the
emerging food and culture industry is responsible for the growth in the Keto diet fad wherein
more and more people are on the bandwagon. With globalisation and digitalisation, the Keto
diets have gained momentum due to the online food delivery services in India. The digital
market foresights to maintain a bigger diet culture by their expansion through such services
and products. Although the study seems to present an analysis to the wider Indian context, the
limited sample size of the subjects from a specific region seems to be unrepresentative of the
larger population dynamics in India. The limitations of the research however do not hinder in
the larger contexts of the applicability of the data to the Indian context. The research can be
further extended to including more aspects of digitalisation of the food industry and how the
Keto culture is maintained through a varied population in India.

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 CHAPTER 8: APPENDIX

Interview Questions for nutritionists:

1. In the discourse of science and nutrition, what is a keto diet and how does the process
of ketosis work in the human body?
2. Do you propose ketogenic diets to your patients? What do you consider before
prescribing someone a keto diet and why would you do so? What are the dynamics of
it being a ‘preferred’ diet?
3. What is the meal structure of a person on a ketogenic diet?
4. What is the reason for the keto fad in India?
5. Considering the traditional meal patterns of Indians based on rich carbohydrates
content, how does the diet rich in protein-fat content function?
6. What would be the possible dynamics of the keto consumption by the upper middle
and the upper classes of the Indian Society? How has it become a part of urban culture
and lifestyle and what are the possible factors contributing to the same?
7. Regarding the meals under keto, there is an increase in demand of several websites
which provide ‘customized’ keto meal plans for clients. Why do you think there is an
increase in demand of such ventures?
8. How has the keto diet evolved throughout the years in India and what is the recent
scenario in terms of keto diets?
9. What is the prognosis for the keto diet in India? Will the expensive diet continue to
exist in the coming years in India and why?

Interview questions for Keto subjects:

1. Age of the participant-
Under which range does your monthly income/ family income lie?
20k-30k
30k-50k
50k-75k
75k-1lac
Above1lac
2. What has influenced you towards your choice regarding the keto diets?
3. What kind of food items do you consume in your keto diet?
4. Is/was there any specific reason to choose the above-mentioned items in your
diet and not others?
5. Throughout your keto journey, have you cheated on your keto diet? If yes, what
were the food items in your cheat meal?

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 6. What was the source of your information regarding the Keto meals? Were the
meals prepared by yourself or were ordered? If ordered, from which food
delivery service did you place your order?
7. Were the food items initially prescribed to you on the keto diet suitable to your
taste buds? What were those items which did not suit you and how did you adapt
to the different taste? How difficult was it for you to adapt to the taste?
8. What was the meal structure throughout the day during Keto?
9. How Indianized was your version of Keto? What were the small tweaks you or
your dietician made in your diet to Indianize the taste?
10. As Keto is influenced by the West, what would you say about the Indian
adaptation to it? For how long you have been in the process of ketosis? Was it
successful towards reaching your aim/goal?
11. How did you feel being on a ketogenic diet? Apart from the physical change,
did you experience any change within yourself throughout the process?

12. What are your opinions regarding the sustainability of keto diets in India?
13. According to you, what is the prime reason for the recent keto 'fad' in India?
14. Considering the discourse of science and nutrition, how 'nutritious' is the keto
diet? If you had the choice to rate the nutrition content in Keto on a scale of 1-
10, 1 being the least nutritious and 10 being the most nutritious, where would
you place the diet on this scale?
15. What is your current daily diet which you consume after the keto phase? Which
one did you feel better and why?

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 Chapter 9: References

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