Practicing Success
During the clampdown after the government abrogated Article 370 in August 2019, a 31-year-old man from Srinagar decided to start Kashmir’s first tiffin service.Hailing from the Valley, Rayees Ahmad, along with his wife Nida Rehman, started their dream venture Tiffin Aaw — meaning “meal has come” — with the motive of serving hot plates of healthy, home-cooked meals.The concept of starting this kind of service for the first time in the valley struck in Ahmed’s mind in November 2019, three months after the abrogation of Article 370. “During the bone-chilling foggy night when all restaurants were closed in the city, I got a call from one of my friends saying he had not eaten anything since morning due to the lockdown and requested if I can arrange something for him,” Ahmad told SocialStory.“I entered the kitchen, packed the food in a Tiffin box, and left to drop the order at his office on my two-wheeler,” he recalled, adding “After collecting the Tiffin box a few days later, an idea struck my mind; this is something I need to do.” Thereafter, Ahmed translated his useful idea to reap the benefit of starting his venture commercial level. He made persistent effort to work out analytically the details of his venture, developed marketing strategies, etc.Ahmad recalled that on the first day, he delivered about 25 boxes – packed inside a cardboard box and wrapped in a blanket to keep them warm. Today, they deliver upto 150 boxes a day. Ahmad — also known as “Kashmir's Swiggy Boy” — prefers to call himself the “Tiffin man of Kashmir”, and claims his food is 100 percent homemade without any preservatives, taste enhancers, and colours. |
The concept of starting this kind of service for the first time in the valley struck in Ahmed's mind in November 2019, three months after the abrogation of Article 370. Identify the stage of the process identified in part (1) |
Level of business Illumination Idea germination Analytical planning |
Idea germination |