When Surbhi Guha decided to eat healthy For the umpteenth time, she was determined not to give up this time. She sat down to find out why people like her eventually give up and found problems that she needed to find solutions to. And so, sort by was born, an app that presents you with your ingredients, calculations and even recipes on one platter.
“I had relocated to Hyderabad from Warangal for my first professional experience as a corporate strategy consultant. It was the first time I had had the experience of living away from home and running the house all by myself. My colleagues and I frequently discussed our inability to manage our diet due to lack of time, knowledge and experience. We figured if all aspects of our lives are personalized and digitized, then why can’t the food be,” Surbhi tells CE.
She and her then-colleague and now co-founder Sagthi Prakash decided to keep researching, building connections and talking to potential users – all focused on the pain point. They were determined to solve the problems related to food, shopping, cooking, etc. with ease. They attended a few business college events around town and won them all. This boosted their confidence and provided them with connections to many industry experts. “During this time, we were able to successfully obtain a scholarship from the Ministry of Electronics and IT & IIT Hyderabad. Although the journey became particularly challenging as we had started during it Pandemic our mentors and our incubator WE Hub supported us in this,” she shares.
The duo have come a long way with over 100,000 acquisitions on Android and iOS; They won Best App in India in Everyday Objects category and Google Play’s Rising Star of India. They are currently pioneering video grocery shopping, have built a community and have helped 500+ food creators publish content and make good money from it.
“Users have cooked more than 75,000 hours with step-by-step recipe guides we created in regional languages like Telugu, Odia, Marathi, Hindi, etc. We were also selected by WE Hub & ARHA Media as the first incubator startup to launch the revolving fund and have successfully raised our pre-seed funding of Rs 1.5 crore from various veteran VCs, angle investors and the SISFS government. Fund made possible by WE Hub. Today we are actively working with food delivery apps, 40+ FMCG brands and food delivery partners to better connect India with food by discovering recipes, products and restaurants of your choice, creating meal plans and shopping lists easily, with step-by-step instructions in their local language, become a food content creator, share knowledge and earn well,” she enthusiastically shares.
Video shopping is easy through Sortizy where users can buy the product recommended in a video by any creator/chef/influencer. They are also working on grocery shopping where anyone can shop recipes and foods for the menu.
The duo have some exciting plans ahead of them. Surbhi shares: “We hope that anyone who wants to share their food journey in the form of recipes, videos, products or restaurant recommendations will join the platform and encourage others. We work with businesses (kitchenware brands, FMCG brands, restaurants and food delivery platforms) to help them better connect with users by harnessing the power of content and the creator community. We also look forward to engaging with food delivery platforms to deliver groceries with meal plans that users create on the platform.”