Nishant Vijaykumar needs no formal introduction as we all know him for his delicious and delicate chocolate brownies. 12th February 2016 might be just a normal day for you and me, but definelty not for him. It’s a big day for him where, he launches his second product into the market after the delectable brownies. Welcome Midlis – the idli medley! I got an opportunity to catch up with him and was ready with my set of questions. In spite of being busy with his overflowing Midlis orders, he welcomed me with a smile that could easily capture the hearts of million young ladies.
Midlis are a creative twist given to the normal idlis by stuffing flavors into the idly batter, marbling it and steaming it. Midlis are the first of its kind to be launched in Chennai.
Nishant on his medley concept
He is a person who believes in innovation, creativity and above all making a difference to the product he makes. Being a product centric person, Nishant researched about 200 restaurants and found not more than four to five types of idlis being sold. He wanted to approach idli from a different angle giving rise to Midlis.
The USP of Midlis
“Maintaining the same texture and mouth feel of an idli without hampering its originality”. The Midlis comes in boxes of four with each idli being of a different flavor. These Midlis solve the problem of convenience, they are of a fresh quality as Nishant is believer of fresh food and they are economical.”
The Midlis are available in four different boxes – the health box, the vegetarian box, the non vegetarian box and the dessert box.
Just like any other idlis, Midlis too will be accompanied by chutney and sambar but with a difference. For the vegetarians they have an option of two chutneys – beetroot and kempu (made with sweet onions and fennel seeds) and the non vegetarians are served with a rich and heavenly chicken salna to accompany the idli. You must have seen sambars being only brown in color but, Midlis out of the box thinking resulted in a white sambar which they prefer calling it as ‘A white bean and pumpkin curry’.The Midlis are packed in a microwaveable box so, we can warm them in a microwave with the box and then eat them hot. The Midlis have a shelf life of 48 – 60 hrs when kept under refrigeration.
The time taken to make one Midli equals the time take to make 10 normal idlis as the Midlis need to be properly stuffed, marbled and steamed to be perfect.
Midlis down the lane
Nishant plans to expand this Midlis concept to northern parts of India and as well as global level. He feels there are many north Indians who drool over the love for idlis and this innovation to the idli will be accepted by people of all kinds. He plans to open a branch in Anna Nagar, Chennai to have both Brownie Heaven and Midlis under one roof. Right now, Midlis are available only as takeaways and orders.
A secret and its going to be only between you and me
The next product venture Nishant plans to launch in the future after brownies and Midlis are yummy dim sums. So ssssshh!!!!
p.s. : If you want to have a discount in your next Midlis purchase, collect six of the Midlis sleeves and return it to receive an off of 20%.
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