India’s FMCG space is seeing a nutrition-forward wave, and Mitra, a rising startup is leading the charge. Founded by Abhishek Kaushik, Mitra specializes in producing stone-ground, millet-based, and chemical-free staples, ranging from flours to edible oils, that cater to India’s growing demand for clean-label, traditional foods.

Redefining Rural FMCG from the Heart of Uttar Pradesh

Mitra stands out by combining ancient Indian food practices with modern distribution. The brand’s commitment to stone-ground processes and millet usage not only supports health-conscious consumers but also aligns with India’s millet mission and 2023 being the International Year of Millets.

What makes Mitra unique is its rural-first retail strategy. Instead of targeting Tier I cities, the company serves over 15,000 retail touchpoints across Tier II and III towns, where nutritional awareness is growing rapidly but supply remains limited.

₹1.2 Crore in Funding Fuels Expansion Plans

With ₹1.2 crore in early-stage funding, Mitra is scaling production capacity, refining its supply chain, and planning to enhance packaging for a premium feel. The investment reflects strong investor confidence in ethnic FMCG brands that are rooted in tradition yet globally scalable.

Mitra’s long-term roadmap includes exporting its millet-based product line to the Middle East and Europe, where the demand for healthy, gluten-free Indian foods is on the rise.

Health + Heritage: A Winning Combination

Mitra’s portfolio is based on millets including ragi, jowar, and bajra. These grains are good for consumers and sustainable for farmers because they are naturally gluten-free, high in fibre, and climate-adaptable. Mitra supports fair trade, premium food, and open sourcing through its collaboration with regional millet farmers.

In order to make its products appealing to both urban wellness seekers and rural health-conscious families, the company also stays away from chemical preservatives, artificial colouring, and overprocessing.  

A Brand Rooted in Bharat, Ready for the World

Mitra exemplifies the rise of new-age rural Indian brands, rooted in tradition but powered by innovation and modern logistics. As India looks inward for food sovereignty and outward for global food exports, startups like Mitra are poised to become the next generation of Indian FMCG success stories.

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