MAM
Sanjeev Kapoor co-founded Tinychef acquires food-tech startup Zelish
Mumbai: Tinychef, which counts celebrity chef Sanjeev Kapoor among its co-founders, has acquired Indian food-tech startup Zelish for an undisclosed amount.
A Techstars accelerator and Bosch and Siemens Home Appliances backed company, Zelish was founded two years ago by Rakesh Edavalath, Saakshi Jain, and Arpit Joseph. By acquiring Zelish, Tinychef will also gain access to the app’s 125,000 users and approximately 35 per cent of whom are monthly active users.
The coming together of these two AI-powered companies will give them a distinct edge. Zelish gives Tinychef a powerful app with a highly engaged user base. Similarly, this alliance also gives Zelish a chance to integrate with Tinychef’s voice-assisted, Alexa-enabled, hands-free cooking universe. Tinychef now aids everything from automatic meal planning to one-click grocery shopping, voice-guided cooking and the use of connected appliances.
“We’re really excited about this acquisition as it will help us take the Zelish experience into the world of voice-assisted cooking,” Zelish co-founder Saakshi Jain said. “With Tinychef in the picture, users can look forward to a completely hands-free experience. We are looking forward to the Zelish app spreading across the Indian sub-continent and growing its presence globally in the North American market as well.”
Zelish co-founder Rakesh Edavalath added, “We are thrilled to expand the vision of our tech-first platform Zelish to become a voice-guided assistant thanks to Tinychef. Most people who manage the kitchen complain that there is a constant back and forth between operating their phones and managing the said tasks. People will soon be able to relish the Zelish experience on voice assistants like Alexa instead of going back and forth on recipe videos. ”
Meanwhile, Tinychef already has over a million users and over 100,000 active monthly users in India and within a month of its launch, it has garnered over 25,000 users in North America with the bulk of the user base belonging to the US and Canadian markets.
“As a pioneer in voice-first solutions on smart speakers for consumers in the kitchen, adding smartphones was the natural next step for us so that we become truly a ‘device agnostic’ smart kitchen assistant,” Tinychef co-founder Bahubali Shete said. “I am really bullish that we will make Tinychef the default kitchen assistant for every kitchen around the world.”
Sanjeev Kapoor added, “I have always tried to impact kitchens in India and across the world with simple and healthier recipes and tips that households appreciate. I am looking forward to seeing kitchens across the world get even simpler with these two wonderful brands combining into something even more powerful.”
Tinychef currently has a user retention rate of 40 per cent and going forward this acquisition is projected to help the app achieve MoM Growth of 70 per cent.
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
