Ever since the outbreak of Covid 19 pandemic, people are giving renewed importance to their health. Palm oil is now synonymous to poison. In lieu of this, there has been a widespread availability of alternative healthier food options in the market. Gramiyaa is counted among these brands. Started by Sibi Manivannan with college friends Mohamed Yaseen and Naveen Rajamaran, it is a premium cold-pressed oil brand. The company specializes in wood-pressed oils, offering a range of products such as groundnut oil, sesame oil, and coconut oil.
The Story Behind
The company was established by Manivannan as an ode to his grandmother who used only the most natural ingredients while cooking. After completing his graduation in robotics and automation in 2015, Sibi got into the family business of automobile dealerships and running restaurants. It was when he wanted to purchase oils in bulk for his restaurant business that he realised the heavy usage of chemical solvents and adulterations in them.
“We saw how oils were adulterated with cheaper palm oil and cotton seed oil. That is when I remembered how my thatha used to make good-quality oils in a stone mill. These were minimally processed, preservative-free, and flavourful as well. I missed the memories and wanted to revive the business for good,” he says.
Meet the Company
Oils are the most important for cooking. But commonly used refined oils are the most harmful for health. With extensive R&D, the Gramiyaa team built traditional stone mills inside a modern hygienic facility. Like earlier times, oil is minimally processed, unheated, and extracted with zero chemicals.
The facility is now operated by a group of local traditional oil makers who had to leave their profession over the past two decades and move into low-skill jobs. The brand has built a strong presence in Tamil Nadu, where its products are available through independent stores, e-commerce platforms, and its direct-to-consumer (D2C) channel.
Sustainable Tomorrow
What makes the brand stand out is its focus on sustainability. Cold Pressed oil making demands 90% lesser energy than refined oils and Gramiyaa oils are minimally processed in wood and stone mills. These are also packed in opaque paper-based cartons that protects the oil from sunlight and keeps them fresh as new.
These cartons also reduce plastic usage and carbon consumption. 80% less plastic is used in Gramiyaa cartons than PET bottles. 67% less CO2 is emitted in making of Gramiyaa cartons than PET bottles. The process not only retains nutrition and flavour but it also helps us significantly reduce energy and water consumption compared to refined oils.
For Sibi, the business is a win-win situation. “On the one hand, we have very happy customers. Seventy-five percent of our customers regularly repeat their orders. On the other hand, I am able to pursue my passion and do what I like. We were able to replicate the entire processing units the way my grandfather used to do. Unfortunately, he is not there with us, but he would have been happy to see that we are able to take these oils to so many kitchens like once he did,” he says.
Funding
In a recent pre-Series A round of funding the company raised Rs 7.2 crore from Homegrown Ventures, backed by Campus Fund and Mumbai Angels. Gramiyaa aims to use these funds strategically to raise the company’s production capacity to 4 lakh litres per month, improve the sourcing, manufacturing and distribution capabilities. In addition, the company is investing in building its direct to consumer (D2C) mill up to reach a wider consumer base.
It is our responsibility as responsible citizens of this country to promote and choose brands like Gramiyaa. We should consciously make this choice both for the betterment of our health and also that of our planet.
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