This Girl Ditched IIM to Sell Powders
Hey! It’s Thursday, and the weekend is almost in sight. Let’s take a moment to reflect on the strides you’ve made this week. Today’s newsletter will keep you going strong, reminding you to be kind to yourself as you grow.
“Life is tough, my darling, but so are you”
It acknowledges that life can be difficult but emphasizes that you have the ability to overcome obstacles, which can boost your confidence and self-belief. In moments of doubt or hardship, this quote can act as a gentle nudge, reminding you to keep going and persevere because you've faced tough times before and come out stronger.
Now, let’s get started…
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That One Daring Journey!
Remember our edition on ‘How to Build a Brand Without an MBA?’ Well, someone just proved the theory right. Eager to know the story? Keep reading…
Fast food has always been about convenience, right? After a long day, the thought of cooking dinner feels like a chore, so we end up reaching for takeout. Or maybe your mornings are rushed, and grabbing a donut with coffee on the way seems like the easiest solution. And let’s face it, evenings often feel like snack time—who has the energy to cook?
But here’s the catch: this ease and convenience come at a cost. More Indians than ever are at risk of lifestyle diseases like obesity and diabetes. Sure, there’s a growing movement toward healthier eating, but we still have a long way to go when it comes to understanding nutrition, calorie intake, and making smart food choices.
Thankfully, Indian startups are stepping up, filling in the gaps, and making healthy eating more accessible.
One standout example is Koh Foods—a brand that’s all about making the switch to healthier options a no-brainer.
Let me introduce you to Keerthi Priya, the founder of Koh Foods. Keerthi’s journey started in rural Telangana, where she grew up in a small village. Her parents always emphasized the importance of education, and she worked hard to make them proud. She graduated with a B.Pharm from BITS Pilani, followed by an MBA from IIM Calcutta—quite the achievement, right? She started her career at Janalakshmi Small Finance Bank and later moved on to work at startups like Lokal and a brand agency in Mumbai.But here’s where it gets interesting—Koh Foods was born out of a personal challenge. When Keerthi was deep in the hustle of corporate life, her mom would send her homemade dehydrated vegetable powders. These powders were a lifesaver! Keerthi could easily add them to her meals, whether it was a curry, rice, or even a quick drink, and they helped her stay healthy despite her busy schedule. That’s when she had an aha moment. Why not make these healthy, easy-to-use powders accessible to more people?
In 2018, Keerthi began developing the idea of Koh Foods as a venture for her mother. At the time, the market for quick, healthy food solutions was still small, so Keerthi spent the next two years figuring out the perfect product-market fit. But then, COVID-19 hit, and suddenly, people were looking for healthier options. Local orders for Koh Foods surged, and Keerthi knew it was time to scale.
By 2021, she was securing funds to turn this vision into reality. She got a loan from Standup India and ₹50 lakhs from Startup India. By 2022, Koh Foods was officially up and running, but Keerthi’s decision to leave her corporate job wasn’t an easy one for her family to accept. Coming from a background of white-collar employees, they couldn’t understand why she’d leave the stability of a monthly paycheck to dive into entrepreneurship. But when they saw Koh Foods taking shape, they began to understand and support her dream.
Of course, starting a business comes with its challenges. Setting up a manufacturing plant in rural Telangana wasn’t easy, especially as a 26-year-old woman trying to make her mark in a male-dominated environment. Farmers initially didn’t take her seriously, but Keerthi’s persistence paid off. She eventually connected with forward-thinking farmers who were eager to switch to pesticide-free farming methods. In no time, Koh Foods had its own manufacturing plant, spread over an acre, employing 15 rural women and working with 20 farmers to produce vegetables like spinach, beetroot, carrots, and curry leaves.
So, what makes Koh Foods different?
They use electrical dehydration at controlled temperatures to preserve the nutritional value of the vegetables without any preservatives or anti-caking agents. The powders are easy to store, mix, and use in everyday meals, making healthy eating both fast and simple.
But, marketing Koh Foods wasn’t just about getting the word out—it was about educating people on how to use these veggie powders. Keerthi and her team set up pop-ups in cities like Hyderabad, Mumbai, and Pune, offering live cooking demos to show people just how versatile these powders are. They even made colorful dosas, idlis, and chai to get people excited! Influencer marketing helped spread the word further, and Koh Foods started to gain momentum.
Today, Koh Foods offers a range of powders—spinach, beetroot, carrot, moringa, dehydrated tomatoes, and green chilies. They’re serving around 1,000 to 1,200 customers each month, with an average order size of ₹600. In FY24, they hit ₹20 lakhs in revenue, and for FY25, they’ve already doubled that with a goal of ₹1 crore!
Looking ahead, Koh Foods has big plans. They’re scaling operations across India and have even launched in the U.S., where veganism is on the rise and vegetable powders have massive potential. Keerthi is determined to maintain the highest standards, ensuring that Koh Foods is known for its clean, trustworthy products, both in India and abroad.
As Keerthi says, “We’ll always work toward making eating at home healthier, faster, and easier.”
And with Koh Foods, it’s clear she’s doing just that.
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That’s it for today, folks! We will be back again tomorrow with more valuable insights about ‘Bharat in Business.’ Till then, stay informed!
