Foodtech company Swiggy Instamart has partnered with Dentsu Webchutney, the digital agency of Dentsu international (India) for the launch of The Better Half Cookbook, which splits the labour of cooking evenly between partners.
According to the press release, for more than 1600 years, cookbooks ‘have been written assuming it’s only one person who does the cooking. In the Indian context, this person if more often than not, a woman.’ In contrast, this book is divided into two halves, one for each partner.
Each partner follows their side of the instructions, where every recipe is split exactly in half, including cooking time.
The campaign went live on Valentine’s Day, encouraging people to ‘celebrate love in an equal way.’
Recipes from around the world are featured in the book, which includes main course, dessert and vegan recipes. Ingredients for each book can be ordered directly using a QR code, with Swiggy Instamart delivering the supplies in 30-45 minutes.
To get a copy of the cookbook, Swiggy Instamart has asked users for a picture of themselves and their partner in the kitchen.
P.G Aditiya, NCD, Dentsu Webchutney said, “there is an evident gender chore gap that exists in Indian households. If we want to strike equality in the kitchen, we must rethink the way cooking as a chore has been looked at—a one-person job. A cookbook that highlights the requirement of two people from the get-go to cook a meal obliterates this bias, lending a fresh approach to an archaic system.”