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What started as a momo obsession in Darjeeling has evolved into a full-blown frozen food revolution. Meet Deepthi Nair and Varun Kapoor, the husband-wife duo behind Happy Monk, a brand bringing handcrafted, restaurant-quality dim sums into Indian homes — with a side of joy, tradition, and clever innovation. From rented kitchens to pan-India plans, their journey is a testament to passion, patience, and perfectly pleated dumplings.
Momo Obsession Being the Inspiration
Local Samosa began with the basics, intrigued by what led Varun and Deepthi to start Happy Monk — and the pivotal moment that sparked their journey into building a premium frozen food brand.
Deepthi shares, “The venture technically started years ago with my husband and co-founder, Varun. His obsession with momos began back in 2005 during a trip to Darjeeling. In 2019, he quit his job at HUL and began working full-time on B2B production and supply of momos. During the lockdown in 2020, we worked with experienced chefs to experiment with dimsums, shared them with friends and family, and received great feedback. While we initially focused on B2B, I was also working in the frozen food space and realised we had a solid product. That’s when we decided to take it to end consumers, and that’s how Happy Monk was born.”
From the Kitchen to the Brand
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From the kitchen to the brand — Happy Monk’s journey began in a rented kitchen, driven by a shared vision. We asked Varun and Deepthi to take us through those early days and how the idea of handcrafted dim sums began to take shape.
“The first steps were very humble. We were already producing momo at scale, and it was during the lockdown that we found the time and opportunity to explore dimsums more seriously. Dim sums are delicate, with thin skins that require a different level of finesse, so it was a process of trial and refinement,” Deepthi addresses. As Varun and Deepthi shared their early creations with friends and family, the enthusiastic response and repeated requests reinforced their belief in the brand’s potential. What began as small tastings gradually evolved into a thoughtfully curated portfolio rooted in authenticity and innovation, with a clear vision to scale and expand into the B2B space. Five years later, that early groundwork continues to shape the brand, driving its ongoing innovation in the frozen food segment.
The Role of Experience
Both of them have extensive experience in leading brands like ITC, HUL, Bisleri, and MTR Foods. Their backgrounds in large organisations surely did influence the way they approached building their venture. Deepthi mentions, “Both of us are marketers at heart and rather passionate ones at that. The fundamentals of marketing remain the same, whether you’re working for a large organisation or a smaller one. We were fortunate to work with some truly fantastic companies, which provided us with exposure to and hands-on experience with numerous new product developments (NPDs) and launches throughout our careers. This experience helped us understand how to approach things in a systematic way. The key difference at Happy Monk was that we didn’t have multiple supporting functions and departments to rely on; we had to do it ourselves.”
Launches can be unpredictable — even the biggest campaigns with massive budgets don’t guarantee success, while sometimes the simplest efforts unexpectedly resonate with consumers. By the time the co-founders transitioned out of their corporate roles, they had accumulated valuable lessons and a clear understanding of what to avoid. These insights shaped their approach to building their brand. With a strong focus on product and packaging, they launched their D2C product in a controlled manner in a single city, using it as a pilot to gather real consumer feedback. Only after this phase did they scale thoughtfully, planning to expand to the next city and sales channel with intention.
'Luxury' in Frozen Food
It’s no surprise that premium frozen food is still a niche space. The decision to focus on gourmet dim sums and create something that feels luxurious yet accessible for home dining must have been interesting for sure.
“Dim sums today are where momos were about ten years ago, and our decision to focus on dim sums really comes from a place of obsession,” put forth the co-founders. “We never missed a chance to enjoy them, whether during our travels or at a good Asian restaurant. It was especially during our trips across Southeast Asia that the idea really took root. The accessibility of truly great tasting dim sums, whether from the streets of Chatuchak Market, a 7-11 store or a meal at Din Tai Fung, made me want to recreate that experience in India.”
They recognised the immense potential of the concept, but also understood the importance of respecting the craft and tradition behind it. At the same time, they were mindful of ensuring the product remained approachable in terms of pricing. This led to a deliberate decision to offer a thoughtful portion size of 10 pieces at an entry price point under Rs. 500. The result was a way to bring the indulgence and authenticity of premium dim sums into Indian homes—making the experience feel both special and accessible.
Crafting Flavour and Tradition
Varun, as the 'Taste Architect,' is deeply involved in the recipe development process. We quizzed him about his approach to balancing authenticity with modern tastes, especially when crafting the perfect dim sum. He says that the journey with recipe development involved countless experiments, and after hundreds of failed trials, they found the ones that worked. “The approach has always been about respecting the roots of dim sums while not shying away from experimentation. Authenticity comes from keeping the non-negotiables intact, thin, delicate skins, fresh produce and carefully balanced fillings. The modern touch, on the other hand, comes through flavour innovation, introducing elements like truffle or smoked notes that resonate with today’s consumers. The result is a portfolio that stays true to tradition while offering flavours that feel both familiar and delightfully surprising.”
Importance of the Karigars (Chefs)
According to the website, Happy Monk’s Karigars (chefs) are at the heart of your brand. They bring the recipes to life and have an important role in maintaining consistency and quality across every batch of dim sums.
The co-founders remark that their Karigars are the backbone of the venture. “Making dim sums is not an assembly-line job, it’s a craft. Every detail matters: the pleats, the thinness of the skin, the balance of the filling. These are skills that require both precision and consistency. We work closely with our Karigars to standardise recipes while preserving the handcrafted essence that defines dim sums. With their years of culinary expertise, each batch they prepare reflects both artistry and discipline. That’s how we ensure that whether it’s your first pack or your tenth, the experience remains consistently exceptional.”
Magic of Flash-Freezing
One of the key features of Happy Monk dimsums is that they are frozen to lock in freshness. Local Samosa queried how the flash-freezing process works and why it’s important for preserving both flavour and texture.
Deepthi clarifies, “Flash-freezing is absolutely central to what we do. Once the dim sums are carefully crafted, they go through a blast-freezing process at -35°C to -40°C, which happens within minutes. This rapid freezing is what locks in the moisture, texture, and nutrition so that we don’t need to rely on preservatives. After this stage, the dim sums are stored at -18°C or below, maintaining food safety and quality until the moment they reach our consumers.”
What makes flash-freezing so important is the experience it enables. Preserving the integrity of the ingredients and the delicate texture of the dim sum wrappers ensures that the product, when steamed at home, retains the same freshness and quality as the day it was made. This technique allows the brand to balance scale and convenience without ever compromising on authenticity or craftsmanship. Even after weeks in the freezer, the dim sum continues to offer a truly fresh and satisfying experience.
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Creative Branding and Storytelling
Deepthi’s role as the Creative Monk-in-Chief is integral to shaping the brand’s personality. Crafting Happy Monk’s visual identity and messaging to create a connection with customers beyond just the food would have been quite a journey. “I’m sure it is for many others, too, but food is emotional, and a brand has to connect with people beyond just function. With our brand, the idea was to create something that felt light, joyful and just a little indulgent. That’s how our tagline “Entertain your cravings” came to life,” she states. “ We designed the visual identity to be clean, modern, and premium, but also warm and inviting so that it never feels intimidating. Storytelling plays an equally important role. Whether it’s through our social media, our packaging or even the tone of voice we use, we’ve ensured that our venture always feels approachable, fun and crafted for moments of joy.”
Customer-Centric Brand
Word of mouth can be a powerful tool when it comes to brands becoming customer favourites. Leveraging customer feedback to refine products and expanding the brand’s reach in a competitive market then becomes imperative. The co-founders mention, “From the very beginning, consumers have been central to how we build the brand. We started with friends and family as our first testers, and their feedback shaped our early recipes. Over time, as word spread, we built a community of consumers who gave us direct input on flavours, cooking formats, and even packaging. Today, many of our repeat customers reach us through Instagram or directly on our website. We’ve noticed that our consumer base is very experimental; they don’t stick to one flavour but try out different ones, which tells us they’re engaged and invested in the experience Happy Monk offers.”
From Concept to Packaging
For a brand, every aspect, from the packaging to the experience, can seem carefully designed if done right. The approach to packaging, and the role it plays in making the experience more personal and enjoyable for customers, is intriguing.
Deepthi shares, “Dim sums are not as straightforward as frying or microwaving a snack; they need steaming. So, we’ve made sure that our communication through guides, videos, and packaging makes streaming at home simple and fun. For us, packaging plays a critical role in the overall experience. Functionally, we ensured that tamper-proof containers were used, designed to withstand storage at -18°C while keeping the product safe. Visually, we wanted Happy Monk to feel vibrant and accessible, rather than adopting a dark, brooding, ultra-luxury look. The idea was to balance premium with approachable.”
The packaging design prioritises clarity and impact. Clean, modern fonts were chosen to ensure the brand name stands out prominently, while also clearly communicating the product category and variant. High-quality food photography was incorporated to highlight the product itself, but with a deliberate effort to maintain an uncluttered layout that feels easy to navigate. The overarching goal has always been to create packaging that is consumer-friendly, while still conveying the indulgence and premium quality that defines the brand.
Scaling the Brand
Happy Monk started as a small delivery service among friends and family. We asked Deepthi what the tipping point was that helped them scale from a niche product to a well-known brand. “We’re just getting started. Currently, we’re focused on Mumbai through our website, but our expansion plans are well underway. With Zippee as our last-mile logistics partner, we’re able to offer same-day delivery in the city, adding a new level of convenience for our consumers and with Zippee’s presence across eight cities, we’re gearing up to take the brand pan-India. On the product side, variety is our core strength. We want to innovate with new flavours and formats within the Asian food space so that our consumers always have something exciting to look forward to,” she comments.
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Philosophy of Freshness
Building a brand on delivering the highest quality products, free from preservatives, is no small feat. And then comes maintaining the freshness of each batch and the commitment to quality. “For us, freshness is about capturing flavour and nutrition at the exact moment of preparation. Thanks to flash-freezing, we don’t rely on preservatives; it’s pure science. Each batch is frozen at -35°C to -40°C and then stored consistently at -18°C or below, which ensures that when a consumer steams a dim sum, the taste and texture remain as close as possible to the original. We firmly believe that people can tell the difference between food engineered for long shelf life and food preserved naturally through freezing. That’s why this commitment to quality is absolutely non-negotiable for us,” the co-founders insist.
Food & Emotional Connection
Food is often an emotional experience. So it’s a given that every food brand hopes to create a special customer association. “We call ourselves Happy Monk for a reason. If we had to capture it in one feeling, it would be happiness with a sense of contentment. From the moment you open a pack, steam a few dim sums, and sit down to enjoy them, we want it to feel like a small celebration. One that brings comfort, indulgence and joy. It’s an experience you can share with loved ones or enjoy on your own, creating a pause in the day that feels special. For us, it’s never just about convenience, but about creating moments that truly make you happy,” quips Deepthi. That’s why they say: Entertain your cravings!
What’s Next?
Whether it’s exciting new products, flavours, or markets, exploring is the way to expand. Deepthi mentions that they are just getting started. “Currently, we’re focused on Mumbai through our website, but our expansion plans are well underway. With a logistics partner like Zippee, which already has a presence in eight cities, we’re preparing to take Happy Monk across India. On the product side, variety is our core strength. We will continue to innovate with new flavours and formats within the Asian food space so that our consumers always have something exciting to look forward to.”
Advice for Aspiring Entrepreneurs
For entrepreneurs looking to build their own food brand, especially in a niche space like premium frozen food, we asked the co-founders what advice they would give. Frozen foods in India still face perception challenges, though consumer acceptance has grown significantly post-lockdown. My advice would be to create products that people reach for, not just out of convenience, but for the experience they deliver. Invest in quality, stay authentic, and above all, be patient, the category holds immense potential. At the same time, don’t underestimate the importance of storytelling and consumer education. People need to understand why frozen is good, how it works, and why it can sometimes be even fresher than what’s called “fresh” in the market. Building that awareness and trust is what truly strengthens a brand in this space,” they concluded.