Starting With ₹25 Lakh Initial Investment, Husband-Wife Duo Builds A D2C Pickles & Superfoods Brand; Served Over 8K Customers In Just 1 Year

In 2008, as the global financial crisis gripped the world, Sudharshan M. K., a young mechanical engineering graduate from Andhra Pradesh, faced a harsh reality.

Jobs were scarce, and offers came with pitiful salaries—₹500 to ₹1,000 a month, or worse, unpaid “experience.” Undeterred, he pivoted to the IT sector, landing a contract role at Infosys.

“My first job wasn’t my dream, but it was survival,” Sudharshan recalls, his voice tinged with the weight of those early struggles.

Years later, in 2019, Sudharshan married Pravallika V., a fellow engineer with an MBA and a shared passion for innovation.

Their union marked the beginning of a partnership that would soon reshape India’s D2C F&B market. But the road to The Pickls, their Bangalore-based food startup, was paved with trials, triumphs, and a bold ₹25 lakh leap of faith.

From Corporate to Culinary: A Bold Pivot

After working for over a decade in the Indian IT sector, in late 2020, Sudharshan moved to the UAE for better career opportunities, while Pravallika remained in Bangalore.

“Being apart in the first year of marriage wasn’t easy, especially during the COVID pandemic,” says Pravallika V., now the co-founder & COO of The Pickls.

However, they endured the distance.

By 2023, Sudharshan was thriving in the UAE, earning over ₹60 lakh annually, while Pravallika held her own in Bangalore’s IT scene. Yet, the couple’s hearts yearned for more than corporate success. 

“We survived the distance and the pandemic, as we wanted to build something together,” Pravallika continues, as her eyes light up with determination.

In mid-2023, a family emergency brought Sudharshan back to India. His father’s heart surgery was a turning point. Leaving behind lucrative job offers in Europe, he chose family and entrepreneurship. 

The couple first launched Frontial Technologies, an IT consulting firm, which flourished with funding and success. But their true calling lay elsewhere—in the vibrant, spicy world of Andhra homemade pickles.

“We realised we could combine and leverage our tech & marketing expertise to share Andhra’s authentic flavours with the world,” recalls Sudharshan M. K., the co-founder & CEO of The Pickls, during an exclusive interview with Startup Pedia.

With ₹25 lakh of their hard-earned savings, they founded The Pickls in December 2023, a D2C food startup offering homemade pickles, millets, and superfood powders.

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Creating a Community-driven Brand:

As a startup, The Pickls wasn’t just about food; it was about connection. The couple envisioned a brand that empowered local women in Andhra Pradesh, who handcrafted each jar of pickles with age-old recipes and ingredients.

“At The Pickls, we stay true to what matters the most: real ingredients, honest recipes, and the taste of home,” says Dileep Kollu, the startup’s Director of Operations and a minority equity partner in the company.

Every product—be it tangy mango pickles, fiery non-veg prawn pickles, or nutrient-packed moringa powders—uses no preservatives or artificial colours, embodying “clean-label goodness.”

The startup also supports Karnataka farmers by sourcing organic millet directly, ensuring fair compensation and sustainable agriculture.

“Beyond our products, we’re building a community. We’re empowering village folks, especially the women, and revitalizing good farming practices,” Sudharshan explains to Startup Pedia.

This social impact sets The Pickls apart in the competitive Indian startup ecosystem, where purpose-driven brands resonate deeply.

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Navigating the Challenges in the D2C Arena:

Launching a pickles startup in India’s crowded D2C F&B market was no small feat.

The couple faced fierce competition from established players and logistical nightmares—late deliveries, damaged goods, and even fraudulent refund claims.

“In the beginning, we had to bear a lot of losses resulting from logistical issues,” Sudharshan admits.

To attract customers, they offered steep discounts, dipping into their personal funds to keep the business afloat.

Another hurdle was navigating e-commerce marketplaces like Amazon and Flipkart.

“Initially, we did try the e-commerce marketplaces, but their commissions were crippling. We realised our D2C model gave us better control and connection with the customers,” Pravallika reveals.

This pivot proved wise, allowing The Pickls to focus on authenticity and direct engagement through its website and WhatsApp, even as working capital remained a constant challenge.

“In today’s Indian startup ecosystem, tech companies get funding easily, but D2C startups like ours have to fend for themselves,” Sudharshan notes, highlighting the funding gap for homegrown brands. 

Yet, their resilience paid off. By May 2024, The Pickls was launched, serving customers across India and beyond.

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The Taste of Success: Growth and Impact

From a modest 50 products—veg and non-veg pickles, superfood powders like idli and curry leaves—the startup expanded to over 75 SKUs by late 2024, adding organic and ready-to-cook millet products like upma, khichdi, and pasta. 

Prices are accessible, with veg pickles starting at ₹199 for 250 grams, non-veg at ₹459, and millets from ₹80 to ₹149. Similarly, all its superfood powders of 250-gram packs have one price point, i.e., ₹199.

“Our customers love the taste and the fact that our pickles don’t stain fingers or cause acidity,” Pravallika says with pride.

In just one year, The Pickls has served over 8,000 customers across India, the USA, the UK, the UAE, Canada, and African nations, with plans to enter Malaysia and Singapore.

A small offline store in Bangalore’s KR Puram draws local fans, while an upcoming experience store will let customers taste and smell the products firsthand.

The revenue hit ₹12 lakh in FY 2024-25, with a target of ₹30 lakh this year.

“We’re not profitable yet, but sustainability is our goal. The real taste of success is in perseverance,” Sudharshan asserts. 

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The Road to the Future:

The Pickls is poised for growth in the D2C F&B market in India, projected to reach US$68 billion by 2030.

The founding couple is in talks with a few VCs to fuel expansion, eyeing new healthy food categories and deeper community impact. 

“We plan to launch healthier options while staying true to Andhra’s authentic taste and flavours. Our vision includes empowering more rural women, supporting more farmers, and scaling into a seamless D2C platform,” Pravallika shares. 

The startup’s unique spelling reflects its bold identity, but its heart lies in its mission.

From a ₹25 lakh investment to a community-driven brand, Sudharshan and Pravallika have turned their entrepreneurial dream into a mass movement. 

Armed with Dileep Kollu’s operational expertise and their shared passion for social impact, the founders of The Pickls are redefining healthy eating, one jar at a time.

As they look to double their customer base by FY 2025-26, the couple remains grounded. Their story is a testament to grit, love, and the power of Andhra’s rich culinary heritage.

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