Can Khetika’s Purity Formula Stir Up India’s Buzzing Ready-To-Cook Space
Khetika, a clean-label, zero-preservative food startup, is rapidly growing in India’s ready-to-cook market by focusing on unadulterated ingredients, single-origin sourcing, and nutrient-retaining technology. Founded in 2017, it has secured $18 million funding, operates multiple production plants, and aims to scale its revenue from INR 247 Cr to INR 2,000 Cr by 2028, expanding domestically and internationally.
Khetika is emerging as a key player in India’s ready-to-cook food segment, driven by consumer demand for authenticity, purity, and convenience. The startup combats systemic food adulteration through technology-led transparency, single-origin farmer-first sourcing, and low-temperature stone-grinding processes that retain nutrients and avoid preservatives. Founded by Prithwi Singh and partners in 2017, Khetika has grown steadily with revenues jumping 50% to INR 247 Cr in FY25 and is approaching break-even. It operates four production plants across major cities and a foxnuts facility in Bihar. The brand’s farmer knowledge centers and integrated pest management training support chemical-free farming. Khetika leverages proprietary technology for end-to-end supply chain control and quick commerce for distribution, particularly for fresh items like batters and chutneys. Despite competition from FMCG giants in the ready-to-cook space, Khetika’s clean-label, zero-preservative positioning and complex cold-chain logistics offer high barriers to entry. With a target of INR 2,000 Cr revenue by 2028, Khetika plans to expand into southern Indian markets, tier II/III cities, and overseas, particularly Europe. Challenges remain around scaling preservative-free products, supply chain costs, certification risks, and competition innovation, but the company’s approach aligns well with growing consumer preferences for healthy, authentic, and convenient foods in India’s vast and evolving food processing market.
