Why You Pay ₹149 for a ₹99 MilkshakeThe Dark Reality of Food Delivery | MOM x Kaushik & CoIn this episode of Kaushik & Co, we sit down with Rahul, founder of Makers of Milkshakes (MOM), to break down the real business truth behind food delivery pricing, margins, and survival in India’s F&B ecosystem.From studying Computer Science and pursuing an MBA in London to building one of Hyderabad’s most recognisable milkshake brands, Rahul shares a journey shaped by grit, first-principles thinking, and a deeply rooted middle-class mindset.This is not a motivational story.This is a ground-level business reality check.Key Discussion PointsThe ₹149 Milkshake TruthWhy a ₹99 milkshake becomes ₹149 on delivery apps. Commissions, packaging, discounts, and hidden costs nobody talks about.Idea Validation at ScaleHow MOM was validated by giving away 1,700 free milkshakes and what real customer behaviour revealed.Word of Mouth Over Paid AdsWhy MOM avoids heavy ad spends and focuses on organic brand trust.Chef-Independent ModelHow SOP-driven systems allow MOM to train staff in just one week, without relying on star chefs.COVID RealityThe toughest phase — selling personal property to pay salaries, clear dues, and keep the business alive.What You’ll Get From This Episode• A raw breakdown of food delivery economics• How middle-class thinking shaped business decisions• Scaling without compromising ethics• Hiring, training, and SOP systems explained simply• Founder stress, risk, and responsibility behind the scenes• A fun segment comparing milkshake flavours to Virat Kohli, MS Dhoni, and Rohit SharmaThis Episode Is For You If You Are• An aspiring entrepreneur• Running or planning an F&B brand• Curious about Swiggy and Zomato economics• Interested in system-driven scaling• Someone who believes values matter while building profitWatch till the end. This conversation will change how you look at food delivery.Chapters00:00 – Intro14:08 – First stall & early risks19:09 – COVID & survival27:01 – Stubbornness in business41:46 – Evaluating business ideas57:24 – Favourite MOM milkshake1:00:12 – Franchising decision1:18:20 – Walk-ins vs delivery apps1:27:02 – Digital presence & marketing1:33:25 – Fun segment1:47:04 – Costly business mistake2:05:16 – Personal side & family2:26:44 – LegacyHashtags#makersofmilkshakes #podcast #mom #kaushikandco #foodbusinessindia #startupreality #fooddeliverytruth #hyderabadstartups #indianstartups #businesspodcastindiaSearch Keywordswhy food delivery is expensive₹149 milkshake realitymakers of milkshakes founder interviewfood delivery commission indiaswiggy zomato margins explainedrestaurant business india reality