What do you get when two food-loving entrepreneurs mix bold flavors and a dash of entrepreneurial grit? You get MasterChow, a ready-to-cook (RTC) Asian cuisine brand that’s transforming Indian kitchens one bottle at a time.

MasterChow’s story began in 2016 with Wok Me, a QSR founded by Vidur Kataria and Sidharth Madan. Their goal was to offer premium, customisable Asian meals inspired by Subway’s “build-your-own-meal” model.

Within a year, Wok Me had fulfilled 60,000 orders, thanks to their signature sauces that kept customers coming back.

But the pandemic turned their growing restaurant business on its head. With dining out no longer an option, Vidur and Sidharth faced a crossroads.

The breakthrough came when Wok Me customers began asking for their beloved sauces to recreate meals at home. 

Seven days and a micro-factory later, MasterChow was born.

In just over three years, MasterChow has scaled from a modest INR 8.1 Cr in FY23 revenue to a staggering INR 40 Cr in FY24.

Scaling With Spice: What Sets MasterChow Apart?

MasterChow isn’t just selling convenience—it’s delivering authenticity. While competitors focus on generic offerings, MasterChow’s bold, handcrafted flavors have carved a niche.

Here’s what makes them a standout:

🔥 Diverse Product Range: From ready-to-cook sauces like chili garlic and chowmein to specialty noodles, condiments, and meal kits, they’ve redefined Asian home cooking.

🔥 A Bestseller Backstory: Their chili oil, inspired by social media trends, became an instant hit by offering convenience without compromising on flavor.

🔥 Tailored to Indian Palates: Bold, spicy, and flavorful, their products resonate with India’s love for zest in every bite.

🔥 Meal Kits with Recipes: They’ve taken the guesswork out of cooking, making it easier for even novice chefs to whip up restaurant-quality meals.

A ‘Saucy’ Marketing Strategy That Works

MasterChow’s marketing strategy is as flavorful as its products, blending authenticity, relatability, and creativity.

Instagram Mondays

MasterChow’s MasterChow Mondays is a hit among their followers. Every week, Vidur posts recipe videos using their sauces, fostering a sense of community and trust. With an entirely organic Instagram growth strategy, they’ve engaged audiences without spending heavily on ads.

Chef Ranveer Brar’s Stamp of Approval

In April 2024, MasterChow roped in Chef Ranveer Brar as their brand ambassador. The partnership adds credibility and reinforces their positioning as the go-to brand for “Asli Indo-Chinese” flavors.

Sampling To Drive Sales

Extensive sampling campaigns across grocery stores have turned curious tasters into loyal customers. “Once they try our sauces, they’re hooked,” said Vidur in a podcast.

A Business That’s Always Cooking

MasterChow’s growth isn’t just a happy accident—it’s backed by deliberate, strategic moves.

Omnichannel Distribution

You’ll find MasterChow everywhere. From major e-commerce platforms to quick-commerce marketplaces, and 2,500+ offline retail points, MasterChow is acquiring customers across all channels. They are planning to scale to 10,000 touchpoints within a year.

Rapid Production Scale-Up

From a humble home-based operation, MasterChow now produces 10,000 bottles daily at its state-of-the-art facility, ensuring quality and consistency at scale.

Constant Innovation

MasterChow is always iterating, with a product line that now spans 36 SKUs, including gluten-free noodles, versatile sauces, and condiments. Their focus on filling market gaps ensures they stay ahead of the curve.

What’s Cooking Next?

MasterChow’s future is as ambitious as its present. Here’s what’s on their plate:

Preservative-Free Commitment

MasterChow is doubling down on clean eating, aiming to eliminate preservatives while maintaining superior taste.

Expansion Into New Categories

Co-branded products, additional meal kits, and international markets are all part of the roadmap.

Why MasterChow Is A D2C Success Story In The Making

MasterChow’s meteoric rise isn’t just about selling sauces—it’s about selling a lifestyle and a story. Here’s what other D2C brands can learn:

✴️ Pivot boldly: MasterChow turned a pandemic setback into a thriving business by responding to customer needs.

✴️ Leverage storytelling: Engaging content, relatable branding, and authentic communication have built trust and loyalty.

✴️ Scale strategically: With a focus on infrastructure, product innovation, and market penetration, they’ve achieved rapid, sustainable growth.

As Vidur sums it up: “We’ve gone from 12 bottles a day to 12,000—and we’re just getting started.”

Until the next one!