Five entrepreneurs popularising traditional foods profitably

India is a country of entrepreneurs, with more and more people opting to start their enterprises instead of seeking jobs. In fact, many are quitting comfortable jobs to taste entrepreneurship, create jobs and be their own boss.

India has the world’s third-largest ecosystem of entrepreneurs after the US and China. While FinTech, EdTech and e-commerce have a large presence of entrepreneurs, new businesses are booming in the food sector as well.

According to government data, there were 3319 DPIIT-recognised startups in the Food Processing Sector as of April 10, 2023. About 58 percent of these startups are from Tier 2 and Tier 3 cities, with Maharashtra having the highest number of recognized startups at 620.

Apart from venturing into new opportunities like vegan meat and exotic mushrooms, many entrepreneurs are also reviving traditional foods to preserve culinary heritage, promote sustainability, and cater to health-conscious consumers. 

Some of these startups are promoting grains like millets, which are climate-resilient and require fewer resources to grow. Some others are working to popularize regional and ethnic foods by sourcing original recipes, cooking techniques, and historical information. 

They blend grandma's recipes with modern food technology to create easy-to-use and nutritious products. Here are five entrepreneurs re-introducing traditional foods to the dining tables:

1. Soumya Pradhan and Aurobinda Nayak, Mo Pitha, Odisha

Soumya and Aurobinda started Mo Pitha in Bhubaneswar in 2021 to revive and popularize traditional Odia pitha -- sweets associated with various festivals in the state. They work with 40 women home chefs who prepare arisha, kakara, enduri and other sweets mostly offered at the Lord Jagannath Temple in Puri. 

Mo Pitha clocked Rs45 lakh annual turnover in FY24. The friends are set to cross Rs80 lakh this fiscal and preparing to expand to Bengaluru.

Here’s the full story: Friends quit jobs to launch traditional Odia sweets startup; empower home chefs

2. Sachin Kumar, Sattuz, Bihar

Sattu is an ancient food popular in Bihar. However, most people who leave the state for studies or work are unable to access it due to lack of availability. Sachin’s startup Sattuz uses superfood sattu to make ready-to-mix drinks in three flavours and a litti stuffing mixture, making it convenient to buy and use. 

The Madhubani-based startup clocked Rs2 crore in revenues in FY24 and is setting up a food processing plant to expand its product range. It expects to double its revenues this fiscal.

His story: How this Bihar entrepreneur set up a Rs2 crore business with sattu

3. Sibi Manivannan, Gramiyaa, Tamil Nadu

Sibi, a robotics engineer, quit his job to set up Gramiyaa. The startup is bringing grandma’s cold-pressed oils, with antioxidants and without chemicals, back to Indian kitchens. It produces 30,000 litres of cold-pressed oils monthly and earns 50 percent of its revenues from exports. 

Its Trichy facility with traditional stone mills has also brought back local oil makers who had quit the profession. Gramiyaa clocked Rs8 crore turnover in FY23.

Here’s the story: How this robotics engineer set up Rs 8-crore cold-pressed oils business in 4 years; empowers traditional oil makers

4. Sanu Muhammed and friends, Fulva, Kerala

Four college friends Sanu Muhammed, Irfan Safar, Theshreef Ali, and Shabas Ahamed have standardized and branded centuries-old Kozhikode Halwa as Fulva. The halwa is slow-cooked for about three hours and lasts without refrigeration for a month.

The friends are taking Kerala’s traditional sweet to a larger audience while maintaining authentic flavours. The startup clocked Rs68 lakh revenues within eight months of launch and it is now planning to expand to other sweets. 

Here’s their story: Four Kerala friends take Kozhikode Halwa global; clock Rs68 lakh revenues in 8 months

5. Saandeep Jogiparti and Kavitha Gopu, Laddu Box, Telangana

This engineer couple set up Laddu Box in 2020 to prepare millet and lentils-based sweets based on their traditional family recipes. They now supply handcrafted sweets across India. 

The food startup does not use sugar or preservatives and offers a range of laddus based on millets, pulses and dry fruits with vegan options. Their initial investment was Rs1 lakh, and they clocked a turnover of Rs2 crore in FY23.

Here’s their story: Engineer couple builds Rs2-crore laddu business with Rs1 lakh investment

(US Anu is a Madurai-based writer. She specialises in stories around human interest, environment and art and culture.)

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