Inside Khetika’s Bet To Build A ₹2,000 Cr Staples Brand
Mumbai-based startup Khetika is making significant strides in India’s burgeoning packaged food industry by focusing on transparency and quality in the staples market. Launched in 2017, Khetika sources staples directly from farmers in specific growing regions and processes them using low-temperature stone grinding to preserve nutrition and flavor. This approach is gaining traction as the Indian packaged food industry is expected to grow from $22.9 billion to $39.6 billion by 2033.
Khetika’s Business Model
Khetika, founded by Prithwi Singh, Darshan Krishnamurthy, and Raghuveer Allada, has built its model around single-origin sourcing and preservative-free packaging. The company works with over 70 SKUs, including spices, dosa batter, and dry fruits, ensuring traceability through QR codes on each product. The startup uses its B2B platform, SuperZop, to supply kirana stores and also sells through modern retail, ecommerce, and quick commerce channels nationwide. With seven manufacturing facilities across India, Khetika aims to deliver products to retailers within 48 hours, enhancing supply chain efficiency.
Context and Competition
Khetika has raised approximately ₹236 crore ($25 million) from investors like NSFO, Incofin, and Anicut Capital. Reporting ₹247 crore in revenue for FY25, the company is targeting ₹2,000 crore in revenue over the next two to three years, with plans for a potential IPO. The clean-label segment in India, while still niche, is expected to grow significantly. Khetika faces competition from established brands and newer startups like iD Fresh Food and Slurrp Farm, which focus on preservative-free and millet-based products. However, Khetika differentiates itself through direct farm sourcing and traditional processing methods.
Implications for India’s Startup Ecosystem
Khetika’s approach highlights a growing trend in India’s startup ecosystem towards sustainability and transparency. By eliminating intermediaries and focusing on quality, Khetika aims to redefine consumer trust in staples. This model not only benefits consumers but also enhances farmer incomes and practices. As the clean-label market expands, Khetika’s success could encourage more startups to adopt similar models, potentially reshaping the packaged food industry.
Future Prospects
Khetika’s ambition to scale to a ₹2,000 crore business and eventually go public underscores its commitment to transforming the staples category in India. The company plans to expand into more cities and strengthen its presence across various retail platforms. As it navigates challenges like maintaining quality and building consumer trust, Khetika’s integrated model of sourcing, processing, and distribution positions it as a potential leader in the clean-label movement.
