Food Commerce in India - Whose meal is it anyway?

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On the next day that I wrote about Food,eating patterns and technology, I got a pamphlet along with the newspaperabout ItsMyMeal. According to them, there aretwo types of people in India - people who eat oily food in the restaurants (ororder online for home delivery) and those who eat at home, come what may. Theyare targeting the subset of the latter, who are unfortunately either not athome or lazy enough not to cook for themselves.
The concept is quite good - healthy food prepared in their kitchentaking into consideration balanced diet, nutrition and hygiene. One canregister on their website at http://itsmymeal.inand after validation of the details, can start ordering food. The food isdelivered at your doorstep in good containers, which are taken back after youare done with the meal. Menu and the prices are fixed and mentioned on thewebsite. Beware, you need to order a minimum of 4 meals and any changes for thenext day has to be mentioned in the site before 5 PM today (I pray not to fallsick suddenly, when I order food on this site!). The terms you would be hearingwhen someone talks about this company are - happy, tummy, meal, food-commerce,nutrition and hygiene.
The FAQ on their site gives a lot of details about the minimumnumber of meals to be ordered, service coverage areas, packaging details andrefund of security deposit in case of cancellation. One phrase you cannot failto notice in every answer is 'Please call customer care'. But interestingly onecannot place an order just by calling their customer care center (unless it's abulk order for that go) !
The concept seems to be mainly targeted towards the corporateemployees. I guess it is mainly the small and medium enterprises, whereemployees can order in bulk for multiple days in a month at one stretch. Wouldit work out as an economical option for the employees? Keeping aside my viewson whether the model would succeed or not in the Indian context, I admire theapplication of technology for giving good food and convenience to those whoseek them. According to the site, I can even analyze what kind of food I amhaving, based on the food ordered through their site.
If it is my meal, would I not be interested in having home-cookedfood? Alternately, I can order from ItsMyMeal for similar quality food - sothey say and term it as 'food commerce' !