MBA Grad Quits Job to Launch a Healthy Food Brand, Makes Rs 4.5 Crore

Somashekar Pogula's life took an unexpected turn in a hospital room. Witnessing his father grapple with kidney failure, he realized that lifestyle choices, especially diet, were crucial for health. 

Driven by love for his father and a desire to help others avoid similar struggles, he embarked on a remarkable journey—from the corporate world to the fields of millets.

While he was in the hospital when his father was under treatment, he observed that most of the patients visiting the hospital had kidney failure and diabetes. Conversations with doctors revealed a rampant issue.   

"Doctors have identified that the consumption of polished rice and other processed foods is a key factor contributing to kidney failure and diabetes, as these foods consistently cause spikes in blood sugar levels," said Somashekar during an exclusive interview with Startup Pedia.

Delving deep, he also found that millet consumed by grandparents and generations before was the healthiest food ever. Armed with knowledge and determination, he returned to his hometown, leaving a lucrative corporate career behind. 

In 2017, with a small investment and support from his childhood friend Mohan Kadimpalli, Somashekar co-founded Adithi Millets. The name, meaning "mother of the sun," symbolized the ancient origin and life-giving properties of these grains. The goal was to reintroduce millet and empower communities while promoting healthier lives.

What is Adithi Millet: 

Adithi Millet is a healthy food brand that started with just Foxtail Millet in 2017. By 2018, driven by a passion for healthier living, the founder expanded the product line to include Foxtail millet, Kodo millet, Little millet, Barnyard millet, Browntop millet, and Proso Millet Rice, along with Ragi, Jowar, and Bajra. 

Responding to growing demand, Adithi Millets ventured into breakfast cereals and ready-to-eat mixes in 2020, introducing Millet Upma Rava, Millet Idli Rava, Millet Dosa Mix, Millet Roti Mix, Millet Khichdi Pongal Mix, and Millet Malt as a coffee and tea alternative.

"Today, Adithi Millets offers 48 product categories, including complete meal solutions from breakfast to dinner. Their combo packs cover everything from millet rotis to millet phulkas, integrating seamlessly into daily diets," says Somashekar Pogula, founder and CEO of Adithi Millets.

Affordability is a key aspect of Adithi Millets' mission. The healthy food brand's unpolished millets are priced competitively, with a markup of only 15% compared to commercially available unpolished rice. This ensures their products are accessible to a wider audience. Compared to popular polished rice options like basmati, Adithi Millets offers a healthy alternative at a price premium of just 25-30%. 

What sets Adithi Millets apart is their "farm to plate" philosophy. They partner directly with farmers to provide naturally cultivated, 100% unpolished millet rice, free from impurities like stones or broken grains. 

Unlike competitors who polish grains for aesthetics, Adithi Millets preserves the nutritious brand by using a "reprocessing method" that combines traditional cleaning with modern processing. A dedicated team of 12 women ensures each grain retains its full nutritional value, honouring the wisdom of traditional methods while embracing quality and purity.

Growth of Adithi Millets: 

With an initial investment of Rs. 3-4 lakh, Adithi Millets' journey began with a personal mission and a bicycle. Somashekar, the founder, took his first steps selling small quantities of foxtail millet rice directly on the streets on a bicycle. 

"While established grocery stores weren't interested in selling my millet products, it was the everyday street vendors who saw the value in this ancient grain. Their enthusiastic embrace became the seed of Adithi Millets' growth," explains Somashekar to Startup Pedia.

From those humble beginnings, Adithi Millets has blossomed into a company working with over 200 farmers across the Rayalaseema region. 

They've embraced a "farm to plate" philosophy, providing free seeds and education to encourage organic farming practices. Somashekar recognizes the expertise of the farmers and views them as partners, not students. His goal is to empower these farmers and bring back the traditional, organic methods that not only benefit the land but also create a healthier society.

Today, Adithi Millets offers a range of 48 millet products sold online, in supermarkets, and even to bulk suppliers. Their dedication to quality and sustainability is a testament to Somashekar's vision, which started with a single grain of millet and a desire to make a difference.

The healthy millet food brand has blossomed from a grassroots effort into a thriving company. What began with just a handful of people has grown into a team of 28, working alongside a network of over 208 farmers. Their commitment to quality extends beyond their products; they actively support their growers, cultivating over 358 acres of land using organic methods.

"From a local operation with a few outlets, we now supply to over 300 retail stores, 58 bulk buyers, and even a major corporation", adds Somashekar.

Manufacturing and Operations: 

Adithi Millets prioritizes local sourcing whenever possible. Somashekar adds, "We source 90% of our raw materials from Andhra Pradesh's Rayalaseema region, ensuring freshness and supporting our local community. To handle any fluctuations caused by monsoons, we have also established partnerships with growers in Karnataka and Tamil Nadu."

Back at their headquarters in Kurnool, automation reigns supreme. Their state-of-the-art processing system boasts an impressive daily production capacity of 8 tons. This translates to 8,000 kilos of any of their diverse millet products, ensuring they can meet the growing demand for these nutritious grains.

The healthy millet food brand primarily operates as a wholesaler, supplying their products to individual retailers and distributors. This setup allows them to maintain strict quality control throughout their facility's processing and packaging stages.

Revenue growth of Adithi Millet: 

Bootstrapped by passion, Adithi Millets has grown organically, fueled by its founder's dedication and the increasing demand for millets. 

The healthy millet food brand trajectory mirrors the rise of millet themselves. Pre-pandemic, turnover hovered around Rs. 1.5 crore. However, as health consciousness surged during the COVID pandemic, so did the demand for millet. Coupled with the 2023 designation as the International Year of Millets, Adithi Millets experienced a significant boost in business. 

Before the pandemic, the healthy millet food brand's revenue was Rs. 1.5 crore. During the pandemic in 2021-22, this increased to Rs. 2.5 crore, and in 2023-24, it reached Rs. 4.5 crore.

This growth has allowed the food brand to expand its network of farmers, outlets, and, ultimately, the number of people it can reach with the power of millets. 

A fraction of the revenue of the brand goes to families of the farmers who have committed suicide. This is to ease their ordeals. 

"Financial growth is important to run a business, but what matters most for me is the number of people we are helping to opt for as healthy food options as millets. The revenue speaks volumes about the customers we are serving across India. We are striving hard to reach more customers," concludes  Somashekar at the end of the interview with Startup Pedia.