Nurasoi: Transforming Millet Snacks
Millets gained popularity last year when the UN declared 2023 the International Year of Millets. Nutrirasoi Foods Private Ltd. (Nurasoi), based in Ahmedabad, is meeting the growing demand for millet snacks with affordable options like bhakris and khakras under the Vyndo brand.
Dietitian Komal Patel explains, “A 40 g packet serves as a full meal, keeping you satisfied for three hours without a major spike in blood sugar.” Since launching in December 2023, Nurasoi has sold around 100,000 packets by August.
Unique Selling Point
Unlike many expensive snacks, Nurasoi's products are priced at just Rs 20 per pack. Co-founder Chandan Maloo highlights the need for tasty, affordable healthy snacks: “Healthy food can be costly, but we want to change that.” Nurasoi uses no refined flour or palm oil, relying instead on ingredients like ragi, jowar, bajra, and sattu. They also use natural preservatives and double packaging to keep their products fresh. “We market this as a millet snack, not just a health product,” Maloo adds.
Distribution Strategy
Nurasoi started by focusing on the local market in Ahmedabad before moving to online sales through Amazon, generating Rs 2.5 lakh in revenue. Their products are now available on 15 online platforms, and their website launched via a successful WhatsApp campaign, earned Rs 50,000 in its first hour.
With over 2,000 distributors, Nurasoi products can be found in 650 shops in Ahmedabad and 354 in Mumbai. They also collaborate with Dalchini to place snacks in more than 500 vending machines across the country.
The Nu-Naari team, consisting of 50 women, sells products and provides feedback, reaching about 1,000 people in their communities. Nurasoi exports around 2,000 units monthly to the UK, US, Australia, and Canada, and is in talks with Costco Canada.
Future Plans
Nurasoi plans to expand its product range with soya sticks, food rings, and cheese balls made from jowar and chickpeas, all flavored with Indian spices. They currently offer 18 products and aim to add 10 more by the end of October.
Their expansion will target markets in Gujarat, Rajasthan, Maharashtra, and parts of Madhya Pradesh over the next six months. Nurasoi currently generates Rs 20 lakh in monthly revenue and aims to double that by Diwali. “We’re growing by 25% to 40% each month. By March, we hope to reach Rs 1 crore in monthly revenue,” Maloo states. They expect to become profitable once they surpass Rs 35 lakh in revenue, reinvesting all earnings into the business. Marketing efforts will begin once they have 30 products available. Nurasoi is currently valued at Rs 25 crore and aims to reach Rs 100 crore in the next 6 to 9 months, with potential investor interest for their next growth phase.
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