FLAVOURS OF INNOVATION
Entrepreneur magazine|November 2024
HOW THESE START-UPS ARE GIVING A DESI TWIST TO SAUCES AND CONDIMENTS
PAROMITA GUPTA
FLAVOURS OF INNOVATION

VIDUR KATARIA founder and director, MasterChow

"OVER THE NEXT THREE-FIVE YEARS, SPICY CONDIMENTS ARE EXPECTED TO SEE SIGNIFICANT GROWTH, WITH KOREAN FLAVOURS LEADING THE CHARGE"

Inception year: 2020

Funding raised: Seed

Founders: Vidur Kataria and Sidhanth Madan

Key products:

Delhi Belly (Sweet & Spicy Cooking Sauce), and Kinky Korean Stir Fry Sauce

ARJUN RASTOGI, co-founder, Naagin

INDIA IS THE LARGEST PRODUCER, EXPORTER, AND CONSUMER OF CHILLIES GLOBALLY, BUT THE BEST-SELLING HOT SAUCE IN THE COUNTRY WAS AN AMERICAN PRODUCT USING CHILLIES FROM MEXICO. IT JUST DIDN'T ADD UP"

Inception year: 2019

Funding raised: Seed

Founders: Arjun Rastogi, Mikhel Rajani, and Kshitij Neelakantan

Key products:

Naagin Green Chilli Sauce, Naagin Garlic Hot Sauce, and Naagin Hot Sauce

CHANDAN POLEKAR, CEO Winn Foods

ONE OF THE KEY TRENDS WE'VE NOTICED IS THE DEMAND FOR CLEAN-LABEL PRODUCTS, FREE FROM ADDITIVES LIKE MSG WHICH IS OFTEN FOUND IN CHINESE CUISINE"

Inception year: 1989

Revenue for FY24: Above 100 cr

Founders: Rajesh Gandhi and Nitin Gandhi

Key products:

Schezwan Chattak Chutney, Manchurian Manchaha sauce, Green chilli Mirchilli sauce, and Chilli vinegar Sirkedar Natural

SAGAR MERCHANT, co-founder, Kaatil

AS THE INDIAN FOOD SCENE HAS EVOLVED, PEOPLE HAVE NEW EATING HABITS, GLOBAL EXPOSURE TO MULTIPLE CUISINES AND MOST IMPORTANTLY, AN OPENNESS TO TRYING, EXPERIMENTING AND EVOLVING THEIR TASTE BUDS"

Inception year: 2022

Funding raised: Seed

Founders: Sagar Merchant and Arjun Panwar

Key products:

Hot Sauce No.9 (Bhoot Jolokia Hot Sauce) and Hot Ketchup No.9, Chilli Oil No.7

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