TN man left cushy job in US to sell superfood in India, makes ₹7 Cr/yr

Raised in Athur, a tier-3 city in Tamil Nadu, and educated in Chennai, Kiru Maikkapillai later traveled to the United States to pursue an MBA. 

There, amidst the structured and settled life of the West as a business analyst, a spark ignited within him.

Inspired by the global presence of authentic products like New Zealand’s Manuka honey and Japanese sauces, Kiru realized that India’s rich culinary heritage was underrepresented on international shelves. This realization planted the seed for The Divine Foods.

In a conversation with Startup Pedia, Kiru said, “Despite having a settled life in the US, I left the comfort and returned to India with the entrepreneurial spirit to make an impact on people’s health and rural employment.”

Returning to Tamil Nadu, Kiru embarked on a journey across the state, searching for unique food products that could carry the essence of India’s tradition. He discovered the remarkable curcumin-rich turmeric of Salem, a variety known for its potent anti-inflammatory and antiseptic properties.

From this humble yet powerful spice, The Divine Foods, a healthy food brand based in Athur, Tamil Nadu, was launched in late 2019 and began the brand’s journey with turmeric lattes and capsules. 

Now, the brand offers a wide range of healthy food products such as Paruthi Paal, Natural ABC Latte Milk Mix, Pure Gulkand Honey, Navalac, Raw Banana Powder Netram, Millet Meal Replacement Shake, Organic Coconut Sugar, Nut Mix Honey, and 35 other products across categories like kid’s care, women’s care, immunity boosters, skincare, and diabetic care.

These products come in the form of powdered superfoods, native milk mixes, honey, and spreads.

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Making of The Divine Foods Products

The manufacturing of The Divine Foods products is a testament to the brand’s commitment to supporting local farmers, producing healthy foods, and streamlining its supply chain. At the heart of their model is a robust partnership with Farmer Producer Organizations (FBOs).

For example, in the case of turmeric, The Divine Foods doesn’t just source raw materials; they also invest in rural infrastructure and equipment. By providing funding and setting up essential facilities, they empower farmers to produce high-quality, healthy food products. This approach not only enhances the quality of the end product but also supports rural development.

Kiru further added during the conversation with Startup Pedia, “Currently, we have established 13 FBOs, which range in size from 5 to 50 farmers each, depending on the scale of operations.”

These FBOs play a crucial role in the production process, supplying either raw materials or finished products to The Divine Foods, which then handles the branding and distribution. This model ensures a seamless flow of high-quality products from farm to market.

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USP of The Divine Foods

Out of the 35 products, The Divine Foods’ flagship product, Paruthi Paal, exemplifies the brand's commitment to health and tradition. Hailing from Madurai, this cotton-seed drink is prized for its health benefits, including aiding menstrual issues and soothing cold symptoms.

As consumer demand for organic and preservative-free foods grows, The Divine Foods stands out by offering affordable superfoods through regional sourcing.

By directly procuring ingredients from native areas, the Tamil Nadu-based healthy food brand keeps prices around Rs. 300 per product, avoiding the high costs of fancy packaging. This approach ensures that products retain high levels of active ingredients, such as the varied curcumin content in turmeric from nearby regions like Erode.

“While many brands offer similar products, our dedication to traditional sourcing of raw ingredients and affordability distinguishes us. The focus on authentic, high-quality ingredients at accessible prices underscores the brand’s unique value in a competitive market,” said the founder of The Divine Foods in the conversation with Startup Pedia.

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Growth of The Divine Foods

Determined to make a difference, Kiru launched The Divine Foods with an initial investment of Rs. 10 lakhs, supported by a small team and a handful of local farmers. The early stages were modest, with the team consisting of Kiru, one other member, and a network of farmers providing raw materials.

However, the onset of the COVID-19 pandemic proved to be a turning point. As consumer awareness shifted towards healthy and clean foods, The Divine Foods gained significant traction. The growing preference for superfoods and clean ingredients provided the Tamil Nadu-based healthy food brand with an invaluable boost.

“People became more conscious about their health because of the COVID-19 pandemic. Being a healthy food brand, we came into the limelight, and hence, the demand for our healthy products increased drastically,” the founder told Startup Pedia.

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By purchasing products directly from farmers and then value-adding them into healthy foods to sell online, The Divine Foods streamlined operations and enhanced efficiency. This approach attracted the attention of the Tamil Nadu government, which not only supported the initiative with a grant of Rs. 10 lakhs but also encouraged the replication of the model in other regions.

Expanding its model to areas like Karur, known for its Moringa production, the healthy food brand diversified its product range to 35 items and secured export certifications, including USFDA approval.

“A pivotal moment came in 2022 when celebrity couple Nayanthara and her husband discovered our products online. Their positive experience led them to invest in the brand as both ambassadors and investors,” Kiru told Startup Pedia.

Today, The Divine Foods boasts over 2 lakh customers and operates successfully in tier-3 cities across Tamil Nadu. Supported by the Tamil Nadu government’s rural impact initiatives and backed by high-profile endorsements, the company’s influence extends globally, with dedicated websites for the US, UK, and Singapore markets. The Divine Foods continues to thrive, blending traditional values with modern business practices to create a brand that resonates on an international scale.

Revenues of The Divine Foods

In its first year, the Tamil Nadu-based healthy food brand generated around Rs. 5 lakhs in revenue. The following years saw remarkable growth: revenue surged to Rs. 20 lakhs in 2020, reached Rs. 1 crore in 2021 due to the pandemic, and skyrocketed to approximately Rs. 7 crores in FY-24.

“By FY-25, The Divine Foods is projected to touch Rs. 18 crores in revenue,” Kiru mentioned in a discussion with Startup Pedia.

Although The Divine Foods serves multiple countries, 90% of its orders come from India.

Vision and Way Forward

The Divine Foods is gearing up for significant expansion beyond its stronghold in Tamil Nadu. Recognizing that food transcends regional and cultural barriers, Kiru and his team are planning to introduce their offerings to new markets across India. The brand’s products, deeply rooted in regional traditions, are already popular within Tamil communities in the US, Dubai, Singapore, and the UK, providing a solid base for expansion.

“Just as the once-unfamiliar momo has become a favourite in various regions, we aim to make our mark in major cities like Mumbai, Bangalore, Delhi etc.,” signed off Kiru Maikkapillai, the founder of The Divine Foods.