After chatting up with old friends aged thirty plus in the second year of his college, Nimit came to the conclusion that people were deprived of healthy and nutritious food in a metropolitan city like Mumbai. The entire process of Green Veggies started with the thought of opening a restaurant. Hailing from a conservative Jain family, Nimit faced a lot of objection. He heard a lot of ‘bad ideas’ and ‘nahi chalega’. But he broke through these barriers and decided to stick to his ground as he was keen on serving healthy food to his clients. He wanted to provide the most elegant food service available all over Mumbai for the people who work really hard during their office hours

Nimit owes the entire credit of the nomenclature of Green Veggies to his sister. His BMS education taught him that nothing sells more than a good brand name. He wanted a name that had a high recall value. And after battling with the grey cells, there it was “GREEN VEGGIES TIFFIN AND CATERING SERVICE.” But still, why Green Veggies? The answer is pretty simple. Green Veggies is all about serving ‘healthy and green vegetarian food’ and hence the name!

Nimit spent his entire childhood in Santacruz with his family. Nimit’s mother’s best friend and his Aunt, Mrs Sheila Kapadia came as a savior for him. When Nimit had no money to even buy utensils, his Aunt offered to cook from her residence with her own utensils. She had been in the tiffin service since 6 years to earn a living. All Nimit had in mind was to offer healthy and nutritious food to his clients by inculcating improved kitchen and food habits from Borivalli to Churchgate. And it goes without saying that he did it!

If you actually thought that Nimit marketed Green Veggies without zero capital then think again! He simply used the internet. Shocking, right? But he made impossible possible. Nimit found out various places where he could market Green Veggies over the internet. He found a few websites where he could advertise himself free of cost. He made ads and posted them on those websites. Even before finalizing his aunt as a cook! It sounds like a fairytale but it was reality. His utmost faith in his instincts led to the “historic” first call!

You must be wondering if marketing a service over the internet would get Nimit any clients. Well, you might want to reconsider. 28th October 12:57am was the time when the phone rang to what best defines a “turning point”. “Hi this is Anju from Taj. We have 3 girls living in a PG in Parle, can you send tiffin services to them?” … that was the first client call! 12:58am and Nimit’s heart started racing…mainly for two reasons- how will he deliver the tiffin? And secondly, well, he was just zapped! And by the way, don’t get any ideas; he did make Green Veggies reach his clients! After 6 months he had about 25 customers on regular monthly subscription and about 4 enquiries daily. And the growth of his business was about 20% every month.

Imagine what would happen to you if your name, picture and credentials were published in a National newspaper. Feels good just imagining it right? Well, Times of India, Hindustan Times and Midday gave Nimit the well deserved platform as “one of the youngest entrepreneurs”.

'They don't use any unhealthy ingredients in the Tiffins'
Hindustan Times.

'The most preferred healthy food service provider of Mumbai'
Mid Day.

'A college Boy who started this service has become the healthiest tiffin service in Mumbai'
Times of India

It was time for the big daddy to take over now. One and half hours of rigorous brainwashing a person who lives, eats, sleeps, breathes textiles was a helluva tough task! It was like Green Veggies was being given birth all over again! Finally after one and half years of rigorous attempts, Nimit’s father took the reins of Green Veggies in his hands! Today he runs it five times bigger and better with extended services like corporate catering, exhibition catering and the likes. Nimit still recollects what his father had said to his idea of starting Green Veggies-“aa food no dhando Gujarati loko thin a thaye, aa shetty loko no kaam che.” (this food business is not for gujaratis. It’s a business of the shettys) But this Gujarati lad turned the tables eventually.

Well, these four elements represent the feedback that Nimit’s father received daily over lunch:

tring… tring…
Caller: “Aaj khane mein sugar zyaada tha. Dal meethi thi!”

Tring…tring…
Caller: “The food today was very spicy. Please take care next time.”

Tring…tring…
Caller: “The vegetables had less of salt. It was pretty bland.”

Tring…tring…
Caller: “Mera dabba abhi tak kyun nahi pahuncha? Please tiffin service jaldi bhej dijiye.”

Nimit’s father used to get inundated with these calls during lunch, ironically he couldn’t have his own lunch in peace as he used to get these calls at a time when he use to sit for his own lunch and upon that it wasn’t easy to answer each and every query or feedback in a pleasing manner almost all of the times.

Today these items have become an integral part of Green Veggies kitchen and instead resonate a different tune… Sugar-to add sweetness in the daily meal and life of the client<
Spice- to add variety and zing to the menu
Salt- to make the client’s life more tasty and complete
Service- Green Veggies answers customer calls anytime of the day or night.