As packaged foods increasingly distance consumers from their origins, Khetika is stepping in to reshape the staples supply chain in India. Founded in 2017, this Mumbai-based startup is addressing issues like adulteration and quality degradation by emphasizing transparency and origin-based sourcing.
Khetika operates within India's $22.9 billion packaged food sector, which is projected to grow at 6.9% annually, reaching $39.6 billion by 2033. The founders—Prithwi Singh, Darshan Krishnamurthy, and Raghuveer Allada—have crafted a business model that prioritizes direct sourcing from farmers and offers zero-preservative food products.
Innovative Supply Chain
The startup focuses on spices and other staples, including dosa batter, chutneys, dry fruits, seeds, and makhana. Khetika's approach involves:
- Single-origin sourcing from farmers
- Low-temperature stone grinding to retain nutritional value
- Preservative-free packaging
- Efficient supply chain logistics, delivering products to retailers within 48 hours
Each product features a QR code, allowing consumers to trace its journey from farm to fork.
Strong Growth and Funding
Khetika has raised approximately $25 million in funding from investors, including Narotam Sekhsaria Family Office and Anicut Capital. The startup reported revenues of ₹247 crore in FY25, with expectations of reaching ₹350 crore by the end of the current fiscal year.
Founders' Backgrounds
Prithwi Singh's passion for food stems from his upbringing in a farming family in Rajasthan. His experiences shaped his understanding of food supply chains and inspired him to close the gap between traditional farming and modern packaged foods. Alongside his co-founders, Singh transitioned from a B2B agri supply chain platform, SuperZop, to establish Khetika as a direct-to-consumer brand.
Commitment to Farmers
Khetika collaborates with farmers through its Khetika Saathi initiative, focusing on:
- Improving farming practices
- Enhancing crop quality
- Boosting farmers' incomes by eliminating intermediaries
This initiative ensures consistent quality and builds long-term relationships with growers.
Quality Processing Standards
The ingredients are processed in FSSC 22000-certified facilities, utilizing methods like traditional stone grinding and sun-drying. This approach helps retain nutrition and flavor while minimizing the need for chemical preservatives.
Market Position and Future Plans
As Khetika aims to scale to a ₹2,000 crore business in the next 2-3 years, it faces challenges in a competitive landscape dominated by legacy brands. However, its focus on direct farm sourcing and traditional processing sets it apart.
The company is poised for expansion into new cities and plans to introduce blended spices and value-added staples, catering to the growing demand for clean-label products in India.
Khetika's ultimate goal is to redefine the staples category by promoting transparency, traceability, and quality, while establishing itself as a leader in the clean-label food movement.
