by December 12, 2012 at 12:00 pm 1,355 0


Recipes and grocery deliveries. (Screen Capture vourtesy of

From Namita Koppa. Email her at namita[AT]

Author’s Note: At, you’ll always find the latest food & drink news from writers who actually reside and eat in our neighborhood. That’s why we’re giving you the opportunity to get to know some of the culinary geniuses behind Borderstan’s food businesses.


Mili Mittal, founder of (Courtesy of Mili Mittal)

Meet and Mili Mittal, its founder, as part of our culinary entrepreneur series in Borderstan.

1. What is is an integrated recipe recommendations and grocery delivery platform. We’ve developed a smart algorithm that learns your tastes, allergies, and cooking skill level and recommends recipes/menus that will work for you. You can then click a button and have the ingredients for those recipes delivered to your door. No more last-minute grocery runs, tedious list making, or default greasy take-out; just delicious, doable cooking at your fingertips.

2. How did you come up with the idea?

Cooking and food were always a huge part of my childhood. When I “grew up,” though, I found that it fell to the wayside. As a management consultant and small business owner in DC, I didn’t have much time to cook at home. Plus, as a dancer, I was in the studio all the time; I felt that I was healthy because I wasn’t putting on pounds. When I went to business school, I quit dancing but I didn’t quit eating out. For the first time, I started to see the effects of my poor diet (both on my body and my wallet), and realized I needed to eat better. I wanted to cook at home, but found it really overwhelming. I quickly realized it was a challenge that my whole peer group faced. was born out of this need.

3. How does relate to other food companies? sits as a technology layer between consumers, recipe content creators, and food suppliers. Our model is a partnership model — we source the best recipes from around the web from our partners like Food52, Williams-Sonoma, and even local bloggers like Weekly Greens. We suggest these recipes to you based on your tastes and preferences.

Then, we go a step further to help you procure the ingredients from the suppliers that best meet your needs. As you add recipes to your cart, we build a shopping list that you can modify as needed. Once you’ve decided what you need, we work with our local partners to have the ingredients delivered to your door. This year we’re partnering with one local delivery company to get groceries delivered to the DC-metro area. They source their food from Whole Foods and over 100 local farms and producers to get the best ingredients to your door.

4. Where is your favorite spot to eat in Borderstan?

The way to my heart is a dinner at Sushi Taro! But since that’s really out of my budget these days, I’ll settle for a vermicelli bowl at Pho 14.

5. What’s your favorite part of being the head honcho?

I love having my hands in every part of the business — from marketing to strategy to product management, biz dev and fundraising. Not only do I get to flex my left and right brain every day, but I get to spend every day figuring out how each of these pieces will work together to build a successful product that our customers love.

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