Pure Punjabi Ltd – a Google Case Study

Pure Punjabi Indian cookery school, named a top 8 UK Indian cookery school

How a cooking school pivoted to virtual classes — with meal kits delivered to the letterbox — during the pandemic!  A Google case study.

When the first lockdown hit we knew we had to do something… and to do something fast!   Our products division already had an extensive range of Indian meal kit boxes and meal kit sachets, but the cookery school and live events occupied most of our time and attention.  We hadn’t yet fully developed the potential of the products side via online sales only.
We sat down and thought about what our customers asked us the most, and it was always –  what main dish to pair with what side dish… and so we introduced our dinner kits…but we were missing something!
As a business, we had always met our customers at our cookery workshops, live events, shows and markets.  Now we wouldn’t be seeing anyone at all and, for the first time, not meeting any new customers. We thought about this and about the difficulties of lockdown.  We were all being separated from anyone outside our household – our family, friends colleagues and customers.

Virtual workshops & Cookalongs

At first we had started with some virtual workshops for our existing customers but we all enjoyed these so much and to our surprise, they worked very well!   So we thought of a way to stay in touch by introducing complimentary cook alongs with our dinner kits.  We could all cook dinner together and stay engaged with our customers as well as have a way of meeting and attracting new customers.
We also realised that we had to do some serious work to do on the backend of our website seo for search engines – Google in particular.
With this in mind we started a series of trainings study courses.  We also sought the mentorship of various digital experts including and significantly Google mentors.
Over the course of time, during the first and second lockdowns, we consistently and diligently applied ourselves to the advice and recommendations that they gave us.  Through our first Google mentor,  we came to the attention of the Google marketing team who compile case studies for Google.  We were approached by the team who conducted a series of interviews with us.  As a result, we were delighted to say that we were chosen and selected as a Google case study.

You can read the first part below or see the full report here on Google.

How a cooking school pivoted to virtual classes — with meal kits delivered to the letterbox — during the pandemic


When Surinder and Safia Hothi-Bellamy first started getting requests to teach customers how to cook their traditional North Indian dishes, their first question was “Why?”

“To us, what we make is simple, it’s how we cook every week,” says Surinder, who first learned traditional Punjabi cooking techniques from her own mother, and has since passed them on to her children.  “We didn’t understand it, but we listened to our customers, and it grew very quickly.”

Now, it’s become the largest part of the family business – even with social distancing restrictions in place.  With help from Google mentoring the business is expanding into other areas…


To read more about Pure Punjabi, see our About us page

About us

To see our range of dinner kits..click on the image.

Pure Punjabi Indian meal kits

Customer Reviews

Indian Meal kits, Dinner Kits & Gift Boxes

Customer Reviews

Karen Taylor October 2018

We are having such fun cooking from The Spice Pack Collection and all the dishes have come out brilliantly. The smell is divine and Rob, who is very fussy, is particularly impressed. All our visitors are wowed when they smell the box – we’ve been too possessive to share any with others, as yet!

As a natural therapist I particularly appreciate the healthy aspect of each dish, none of which compromise on taste. Good ingredients freshly cooked makes a big difference.

We’re going on holiday with three other couples in a couple of weeks and going to take the pack with us to cook some dishes together.

Maria M / BBQ Meal Kit Box customer

“We had a BBQ for family and friends few weeks ago and we made the Lamb Kebabs & Coconut & Sesame Chutney and Crushed Tikka New Potatoes & Mango Chicken… We received such rave reviews!! All so easy to make with the spices and sauces all provided for us…food was all delicious!”

Chris & Debs - dinner kit with cook-along customer

“That was so fun…

Thank you for the zoom meet up. That was so fun. We will definitely be up for another. Please send another suitable invite and kit. We are predominately veggies so used the butternut squash version. If this continue the local takeaway will suffer for sure. Again thanks”.

Carol R. dinner kit with cook-along customer

“What a wonderful cookalong…

…The Mango Chicken was delicious and my naan bread actually looked amazing – like the real thing. I feel so successful. Thank you. Looking forward to our next cookalong”.

Pam Brown – dinner kit with cook-along customer

“Thank you so much both…

– the class was amazing and we both really enjoyed the food. It makes so much difference knowing exactly how to do things and that we can make such tasty food which is gluten free. Jeera rice has always been my favourite but many restaurants don’t have it on the menu”.

Sylvia M – dinner kit with cook-along customer

“Thank you so much...
... for a great hour of cooking on Saturday evening. I enjoyed it very much as I have never done anything like it before. The Punjabi chicken was delicious and we had enough to freeze for another time”.

Sue W – dinner kit with cook-along customer

“Well that was amazing…
... the best curry I've ever had and Jxx said it was like being in India ( as he’s spent so much time there with work ) loved the class and so did Exxx looking forward to coming to your workshops…
…and will order some more kits from your website”

Roy P…dinner kit with cook-along customer

“Many thanks…
...for the cook–along workshop yesterday. It was very enjoyable and the meal tasted lovely. As someone who is not a confident cook it was ideal to follow your teaching. I have recommended this to a friend of mine who is very interested in joining the next cook–along. I will definitely be doing it again”.

Ellie Pipe

I highly recommend this lovely family run local company…

... We’ve enjoyed 2 of their meal kits now along with an online cook along to show us what to do. Thank you.

Diane McGillivray

I love them all and would highly recommend…

...If I had to choose one it would be the Mango chicken.