A Qualitative Study Exploring the Dynamics of Home Foodpreneurs in India

This article makes an attempt to navigate the landscape of home food business in India. The study undertakes a qualitative approach to unveil the experiences of home foodpreneurs. The perspective of 16 interviewees is studied using thematic analysis. It explores the nature of business, extent of burnout among foodpreneurs, challenges encountered, coping strategies and motivating factors. 'Passion' is observed to be the biggest motivating factor that drives the foodpreneurs. They do not feel burned out inspite of the challenges faced as they thoroughly enjoy the process. Positive customer feedback keeps them motivated and they derive immense satisfaction while carrying out the business operations. The findings of the study may practically help small aspiring entrepreneurs in home food segment to take well informed decisions. Theoretically, the study highlights the significant contribution of home food businesses to the potential growth of unorganized food service industry in India.