About Us
“Mother and daughter startup from 2019. Started with just two people, now grown. Passion for feeding people like family. Fresh, homemade food. When you think of home food, think of Jai Rasoi.”
The Bond That Started It All
In a cozy flat in London, the aroma of freshly ground spices and simmering curries filled the air every morning. It was 2019, and Rita Joshi, 52, and her daughter Radhika, 24, shared more than just a kitchen—they shared a dream. What began as a mother teaching her daughter family recipes had quietly transformed into something much bigger. “Whenever Radhika’s friends came over, they would always ask me to pack extra food for them,” Rita recalls, her eyes twinkling. “They kept saying, ‘Aunty, this tastes exactly like my grandmother’s cooking!’ That’s when we realised we had something special.”
The Spark of Inspiration
The turning point came during a particularly challenging week in late 2019, when Radhika’s colleagues lamented how hard it was to find authentic home-cooked meals in the city. One evening over steaming cups of chai, the idea crystallised. “What if we could bring that feeling of home to people who miss it most?” Rita wondered aloud. They spent weeks testing recipes on neighbours and friends. Every weekend, they cooked new dishes and gathered feedback. The response was overwhelming—people wanted regular orders.
Taking the Leap of Faith
By January 2020, armed with £3,000 in savings and an unshakeable belief in their vision, Rita and Radhika launched Jai Rasoi—a name meaning “Victory Kitchen,” symbolising their determination to succeed while staying true to their values. They started with just five dishes: dal tadka, seasonal vegetable curry, fresh rotis, basmati rice, and a daily-changing sweet treat—all prepared fresh each morning in their home kitchen. Their first order came from Radhika’s former boss. “I remember the nervousness as we packed that first box,” Radhika recalls. “When she messaged later saying it felt just like home, we knew we were on the right path.”
The Early Challenges
The first months were a delicate balance of hope and uncertainty. Rita began cooking at 5 AM, while Radhika juggled corporate work and deliveries. Then the COVID-19 lockdowns hit. At first, business stalled as people feared ordering in. But soon, the craving for comfort food surged. Jai Rasoi became a lifeline for those isolating alone or exhausted parents working from home.
Scaling Up
By late 2020, word-of-mouth had the orders climbing to 40–50 meals daily—far beyond what their home kitchen could handle. In early 2021, they courageously rented a small commercial kitchen in East London. Leaving their home kitchen felt emotional, but they knew growth was essential to serve their growing community. They hired Sunita, a talented cook whose family faced financial hardship during the pandemic, and built a team of eight. Every new hire was chosen not just for skill, but for sharing Jai Rasoi’s family-first ethos. They also launched themed weeks—Punjabi week, South Indian week, Bengali week—celebrating India’s culinary diversity.
Recognition and Impact
By 2022, Jai Rasoi was serving over 200 meals daily across London, with an 85 percent customer retention rate. Local food bloggers praised not only the flavours but the story behind the brand. Awards for women’s entrepreneurship and community service soon followed. Beyond numbers, the Joshi duo measures success by the stories they hear: expats reunited with cherished flavours, elderly residents finding comfort reminiscent of lost loved ones, and aspiring home cooks inspired to start their own ventures.
Philosophy and Values
Jai Rasoi’s mantra remains simple: “When you think of home food, think of Jai Rasoi.” No shortcuts, no pre-made sauces—every dish begins from scratch. The team enjoys fair wages, flexible hours, and profit-sharing during festivals. “Our success means little if it doesn’t uplift those who create it,” Radhika says.
