India, Feb. 15 -- On most days, food delivery is routine. A notification appears, the bell rings, the order is collected, and the interaction ends there. But on Valentine's Eve in Delhi-NCR, a few residents opened their doors to something unexpected. Standing outside with their Meevaa Foods orders were the founders themselves. As part of a Valentine's initiative, the couple behind Zappfresh personally delivered select orders placed a day earlier. There was no dramatic build-up, just a decision to step out and meet early consumers face-to-face. We spoke to Deepanshu Manchanda, Managing Director, Zappfresh, and Prreya Aggarwal, Director, Zappfresh, after the video was released to understand the thought behind it. Deepanshu said that the idea came from a fundamental belief about brand building. "In food, especially in categories like frozen ready-to-cook or ready-to-eat, trust is everything. Consumers are not just buying convenience; they are evaluating quality, sourcing, hygiene, and consistency. When someone chooses a new brand, they are placing trust in something still building its reputation. Marketing creates awareness, but credibility comes from behaviour. We wanted consumers to know there are real people behind the brand who take that responsibility seriously." For Prreya, the gesture was also about recognising the consumer's role in the brand's journey. "Food becomes part of someone's daily routine. If people are willing to give a new brand a chance, it deserves more than a transactional relationship. You can focus on operations and expansion, but ultimately, it is the consumer who decides your relevance." The initiative reflects a broader shift in how emerging food brands communicate, balancing scale with personal connection. Sometimes, brand building does begin with small, meaningful gestures. On Valentine's Eve, the founders chose to introduce their brand at the doorstep, a simple act that reflects how they hope to build lasting relationships with consumers. htc...