A taste of the terrain: How niche food brands travel from hinterland India to your pantry
Indian startups are transforming traditional regional food products into modern consumer goods, creating new categories and promoting sustainable practices. Venture capital funds are backing these brands, which are also helping to promote traditional farming practices.
Indian startups are giving traditional regional food products a modern makeover. Rishabh Lohia's Wild Harvest is turning mahua flowers into fine chocolates and granola, promoting sustainable practices and paying tribal collectors a premium. Other brands, such as Anveshan and Two Brothers Organic Farms, have achieved significant sales by specializing in regional staples like ghee and emmer wheat flour. Venture capital funds are investing in these brands, with Two Brothers raising $15 million and KisaanSay securing ₹34 crore. These startups are creating new categories and promoting traditional farming practices, such as heirloom grain varieties.
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