I believe there's a lot more to serving this customer segment. Especially, in terms of engaging the. Often, times it is the details in the "home-made" dishes that differentiate from everything else. It is quite exciting to have the building blocks for having an amazing meal, but the scope of the twist should be customizable. If you could incorporate, a video series like https://www.youtube.com/user/BonAppetitDotCom while using your ingredients (by the way I can get Basmati rice, from any grocery store in US!) and other common ingredients - that would fundamentally improve the experience.