Food bloggers will now sell you that perfect recipe

Two weeks back Shaheen Peerbhai, an Indian chef, who runs the blog PurpleFoodielaunched a recipe repository. The platform, which features her tried-and-tested techniques, provides detailed tips and even a personalised support forum that Peerbhai moderates from London, where she lives.

From tea time treats that feature five recipes at Rs 950, to posh pastry at Rs 1,750, the repository brings the 30-year-old chef’s Le Cordon Bleu experience right into one’s kitchen. The online shop allows users to buy past recipes at a fraction of the price of her baking class.

“The recipe repository started as a reactive measure, to people who have not been able to attend my classes in Mumbai, Delhi and Bengaluru, but still want to learn what I taught in the past,“ she says.

A new concept in food blogging, paid-for recipes could just be the next thing, on how you make your perfect plate of Chole or lasagna, as bloggers and food consultants begin to realise the worth of their content.

While the internet may be overflowing with recipes of all sorts at the click of a button, it’s this clutter, which is confusing to new cooks and culinary enthusiasts. While recipe books have always been on the shelves of many, online formats like e-books and repositories will make them easier to store and access.

Food consultant Monika Manchanda, who runs the blog Sin-A-Mon says recipe repositories are for loyalists. “Not everyone is going to pay for a recipe. It’s only those who know and trust your work and want to replicate the same in their kitchens will.“

Manchanda, next month will be launching her first self-published e-book that will be a storehouse of easy, quick recipes. “The idea through such paid internet recipes is to offer extra detailing on a dish, make sure that the portions and procedures are foolproof.“

Bengaluru blogger Sujata Shukla, who runs, features recipes on her blog, some that are created by her and others recreated from cookbooks or recipes of her favourite chefs. Last year, Shukla attended Peerbhai’s baking masterclass in Bengaluru.

“If I really like the concept of a recipe or if it involves a complex process that I don’t understand, I may be willing to pay for downloading and trying it. Paying for something which gives value is something, I wouldn’t mind,“ she says.

However, paid content cannot become the source of income in the food blogging ecosystem, according to Archana Doshi, founder of food and recipe platform Archana’s Kitchen. “Making paid content cuts the audience size largely, especially in the food segment as millions of recipes are available freely on the Internet. While this may work in some niche cases, it cannot be the primary strategy to monetise a blog,“ she adds.