The website, which Jain says has around 300 users a day and is growing at around 70 percent a year, has teamed up with a nutritionist who designs low-calorie meals to attract health-conscious customers.
"It's a competitive business with lots of players in the market. It's much more professional now with several tech-savvy start-ups, and people keep switching from one tiffin service to another," said Jain.
Tina Parikh, an office worker in the south of the city, said she orders from a company called SoulCare because it allows her to focus on her job.
"It's purely about convenience. Early in the morning, to cook meals and then come to work gets a little tiring," she told AFP, collecting her tiffin from a handcart.