Inside Khetika’s Bet To Build A ₹2,000 Cr Staples Brand
From the field to the factory, with multiple touchpoints in between, packaged foods seem to be increasingly detaching consumers from…
In a world where packaged foods often obscure the journey from farm to fork, Khetika is carving a niche for itself by reimagining the staples supply chain. The Mumbai-headquartered startup, founded in 2017 by Prithwi Singh, Darshan Krishnamurthy, and Raghuveer Allada, has set its sights on transforming the $22.9 billion Indian packaged food industry, which is projected to grow at a robust 6.9% annually, reaching $39.6 billion by 2033.
The founders recognized that the fragmented supply chains of staples often lead to issues such as adulteration, quality downgrades, and excessive preservatives. To address these challenges, Khetika has chosen to focus on spices, a category expected to reach $57.55 billion by 2034, up from $24.13 billion, with adjacent segments like batter and premixes also set to grow significantly.
At the heart of Khetika's strategy is a commitment to transparency and origin-based sourcing. The company sources ingredients directly from farmers in various growing regions, ensuring a single-origin supply chain. This approach not only minimizes the risk of contamination but also allows Khetika to maintain strict quality control.
In addition to direct sourcing, Khetika employs low-temperature stone grinding to preserve the nutritional value of its spices. This method is preferred over traditional grinding techniques, which can lead to heat generation and nutrient loss. By prioritizing preservative-free packaging and an efficient supply chain, Khetika delivers its end-products to retailers within 48 hours, ensuring freshness and quality.
One of the standout features of Khetika's products is the traceability enabled by a QR code on each package. This innovative feature allows consumers to track the journey of their food from the farm to their plate, fostering trust and transparency in an industry often plagued by opacity.
Khetika's product portfolio encompasses more than 70 SKUs across multiple staple categories, including spices, dosa batter, chutneys, dry fruits, seeds, and makhana. To support this diverse range, the startup has established seven manufacturing facilities across India. These facilities are strategically located in key regions, with plants in Mumbai, Delhi, Bengaluru, and Hyderabad for batter production, a spices plant in Unjha near Ahmedabad, a makhana processing unit in Bihar, and a dry fruits facility in Mumbai.
The founders' vision for Khetika is not just limited to spices but extends to other staple categories as well. By focusing on transparency, direct sourcing, and efficient logistics, the company aims to reshape the packaged food landscape in India.
Khetika's journey has been supported by notable investors, including the Narotam Sekhsaria Family Office. With a clear focus on quality, sustainability, and consumer trust, Khetika is poised to make a significant impact in the rapidly growing packaged food sector, offering consumers a more authentic and healthier alternative to traditional staples. As the company continues to expand its reach and product offerings, it remains committed to its mission of building a ₹2,000 crore staples brand that prioritizes the connection between consumers and the origins of their food.
