With an impressive population of 160 million, Indian housewives, also known as homemakers, are forging a new path to economic freedom by reinventing recipes for financial gain. Despite facing numerous challenges, these women are striving for a chance to reshape their lives and make decisions that lead to a brighter future.
In many towns and cities across India, a large number of women have set aside their own aspirations and ambitions to prioritize their families. Societal pressures and ingrained beliefs have conditioned them to believe that their worth is solely derived from the family they marry into. Consequently, they often suppress their desires, willingly putting others' needs before their own.
However, the reality of economic dependency becomes apparent whenever they need to make purchases for themselves. Having no access to money or opportunities in the job market, many women have turned to cooking as a means to generate income.
The situation was further exacerbated by the pandemic, as job losses and reduced incomes burdened families. Women, in particular, had to shoulder the psychological strain of managing the entire household within the confines of small homes.
Drawing from Plato's famous Socratic dialogue, 'Republic', which states, "our need will be the real creator," homemakers have embraced the emerging trend of becoming home chefs. Leveraging food delivery apps and cloud kitchens, these resourceful women have found a way to cater to customers who seek healthy, homely food options.
Recognising the potential of this untapped resource, companies are now offering platforms where housewives can sell their culinary creations without involving others. These websites connect customers with home chefs in their localities, charging a nominal fee of 10% on each order. Such platforms have proved to be an appealing option for many housewives, as they handle delivery services as well.
One inspiring success story is that of Raji Sakthi from Kerala, who lost her job during the pandemic and decided to transform her passion for cooking into a thriving cloud kitchen business. Her brand, Homely, has become synonymous with traditional and affordable South Indian meals, attracting hundreds of customers each week.
The rise of home businesses has granted these housewives the freedom to earn money from the comfort of their homes while still taking care of their families. This newfound financial independence eliminates the need for them to ask others for money to fulfil their personal needs.
As India moves forward, the concept of home chefs is becoming one of the fastest-growing and most profitable businesses. With an increasing number of people migrating to cities for employment and a growing demand for trusted home-cooked food services, promoting these ventures has never been easier. Social media platforms offer a cost-free and effective way for aspiring home chefs to gain visibility and attract orders regularly.
Indeed, the hand that once stirred the ladle in her broth is now equally busy counting the cash it has earned. The transformation of Indian homemakers into successful home chefs is a testament to the changing times and the realization of possibilities that were once considered unimaginable.
About the author: Mohua Chinappa is an accomplished author, podcaster of The Mohua Show, and the visionary founder of NARI, The Homemakers Community in India.