Business Today

Bite Sized Business

Food start ups in India are tapping niche markets to create a strong identity.

From age old recipes like idli, dosa and vada batter to samosas, fresh juices, yogurts and fresh meat, food start ups in India are redefining the way of life for new age consumers. Food start up founders, mostly with no prior exposure in this space, are making their own rules.

Rohan Mirchandani of Drums Food International, is one such founder. When he visited Mumbai for a week in 2012 to take a class in 'Marketing for Indian Consumer' as a part of his Wharton degree, he attended a lecture by Shripad Nadkarni, former marketing head of Coca Cola, which opened his eyes to the opportunity that India held for consumer brands. Mirchandani was convinced and he bought a one way ticket from the US to India

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