Tiffin Aaw: Entrepreneur Rayees’s delicious solution for Kashmir’s home-cooked cravings
Srinagar, Feb 28: In 2019 when most of the businesses floundered for Rayees Ahmed Dar, it sparked an inspiration that would transform both his life and Kashmir’s approach to home-cooked food delivery.
Born in 1989 to a modest family in Kursu Rajbagh, Dar’s entrepreneurial instincts manifested early. “I wanted to help my father. I tried Mazdoori (labour) for a few days just to experience how money is earned,” Rayees Ahmad Dar recounted, describing his first foray into work while still in 8th standard.
After completing his 12th standard education, Dar abandoned formal schooling to become an electrician before venturing into advertising in 2006. For 13 years, he built an advertising agency, mastering skills in scriptwriting, editing, and videography. Despite financial stability, inner fulfilment remained elusive.
The watershed moment came during Kashmir’s most challenging period. As communication networks went dark following the constitutional changes of August 5, 2019, Dar received what he now calls “divine intervention” – an SOS call from a desperate friend who hadn’t eaten for days.
“Despite the unfavourable circumstances, I delivered food to his accommodation,” Dar explained. “While returning, I had the epiphany – this was my true purpose. The very same night I chalked out the business plan for the homemade tiffin service.”
Facing scepticism from many who questioned launching a business during economic turmoil, Dar borrowed one lakh rupees from friends to pursue what he reverently calls “Allah’s Plan.” With his mother’s cooking expertise, he began preparing meals in a tiny 8×8 kitchen, saving for three months to purchase a Nano car for deliveries.
The risk paid immediate dividends when Dar received 30 orders on his very first business day from the JK Bank Call Centre. “When I reached the venue on time, people applauded. Tears rolled down my face,” Dar recalled, emotion still evident in his voice.
Just as Tiffin Aaw was finding its footing, the COVID-19 pandemic struck in March 2020. “I thought to myself – it’s over. How can I survive this mayhem!” Dar admitted.
Fate intervened again when hospitals began requesting meals for COVID-positive patients, their attendants, and frontline medical workers. Word spread internationally, with Kashmiris living abroad ordering Tiffin Aaw’s services for quarantined relatives back home.
“People offered me land and gold as payment, but my conscience never allowed me to profit from people’s suffering,” Dar said, reflecting his business philosophy that transcends mere profit-making.
When financial pressures mounted during the pandemic’s second wave, Dar launched an innovative crowdfunding campaign requesting sponsorships for meals for those in need. The community response was overwhelming, with contributions ranging from wealthy benefactors to children donating pocket money.
This unprecedented model of balancing business sustainability with community service earned Dar the prestigious Youth Icon Award, cementing Tiffin Aaw’s reputation as more than just a food delivery service.
In a market saturated with restaurants and cafes, Tiffin Aaw has distinguished itself through an unwavering commitment to health and hygiene.
“Our food is prepared using purified water. I can guarantee that not an ounce of harmful ingredients is used. My children eat the same food. We use the best available vegetables, oil, and spices,” Dar emphasised, highlighting a growing concern about lifestyle diseases linked to unhealthy eating habits. The once-fledgling business has now expanded to larger premises, employs 12 staff members, and has diversified into catering events for up to 500 people. Its menu has grown to include traditional Kashmiri delicacies from homemade Paaya to Machli, alongside convenient family meal packs.
Behind this growth lies significant personal sacrifice. “Everything I had, including my wife’s jewellery, has been invested in Tiffin Aaw. She has supported me all through,” Dar revealed, acknowledging the crucial role of family support in entrepreneurial ventures.
Looking ahead, Dar plans to expand Tiffin Aaw’s footprint across Kashmir by establishing takeaway counters in high-traffic areas like Lalchowk, Karanagar, and Dargah. “My dream is to make healthy food accessible to everyone,” he stated.
From an advertising professional struggling with an inner purpose to the founder of a food service that has nourished thousands during Kashmir’s most challenging times, Rayees Ahmed Dar’s journey embodies the transformative power of finding one’s true calling.
In a region often defined by its challenges, Tiffin Aaw stands as testimony that with perseverance, faith, and social consciousness, crisis can indeed be the birthplace of opportunity.
