HealthyBites: Empowering Home-Based Women Entrepreneurs in the Post-Pandemic Gig Economy

Abstract

The proliferation of home-based food entrepreneurship in post-pandemic economies has significantly reshaped the food service sector, particularly with a surge in demand for health-conscious, home-cooked meal delivery services. This case study investigates HealthyBites, a digital food delivery startup launched in 2023 that connects home chefs—primarily women—with customers seeking nutritious, affordable, and hygienic meals. Founded by three professionals—Rina, Arjun, and Meera—the platform leverages technology to create scalable income opportunities for marginalized groups, including stay-at-home mothers and aspiring culinary entrepreneurs. This study explores the firm’s business model, operational challenges, and strategic responses to quality control, logistics, and customer trust. The findings contribute to a broader understanding of women’s entrepreneurship, digital enablement in the gig economy, and sustainable practices in food delivery startups.