A rising number of Indian cloud kitchens are ditching big delivery-apps and instead selling directly via Instagram, WhatsApp chats and DMs — and this shift is surging instead of fading. These kitchens thrive because they cut away the high costs tied to dine-in restaurants — no fancy interiors, no large staff, no heavy rent — making them lean, affordable and scalable.

For customers, ordering feels more personal and flexible. You see food through reels or photos, customise spice levels or portions via chat, and deal directly with the cook rather than a faceless app. For home chefs and small entrepreneurs, this model offers a low-risk launchpad — even a modest kitchen can host multiple virtual brands, experiment with cuisines, and grow over time.

Furthermore, as social media becomes a daily habit and digital payments rise, direct-order kitchens build communities of loyal customers who value authenticity more than convenience.