Introduction:
In the heart of Salem, Tamil Nadu, where golden turmeric fields stretch as far as the eye can see, a young engineer named Kiru Maikkapillai saw more than just a spice – he saw an opportunity to revolutionize the health food industry. Armed with an American education and an Indian heart, Kiru turned down lucrative job offers abroad to embark on a mission to bring India’s traditional superfoods to the world stage. This is the story of how The Divine Foods grew from a small startup selling turmeric products to a multi-crore company backed by Bollywood royalty, all while staying true to its roots and social mission.
Key event or challenge:
In 2018, while working in the United States, Kiru Maikkapillai had an epiphany in the aisles of American supermarkets. He noticed an abundance of international specialty foods – New Zealand’s Manuka honey, Japan’s Ponzu sauce – but a glaring absence of Indian products. This realization sparked a burning question: Why weren’t India’s ancient superfoods, with their myriad health benefits, on these global shelves?
“Even if other products were niche or premium, they were readily available across all supermarkets. Despite India’s rich culinary tradition, there weren’t many traditional products in these stores,” Kiru recalls.
This gap in the market became the catalyst for a bold decision. In 2019, Kiru left his comfortable job at Citizens Bank and returned to his hometown of Attur in Salem, Tamil Nadu, determined to bridge this divide.
Subject’s journey or product development process:
Kiru’s journey began where many Indian culinary traditions do – with turmeric. The golden spice, revered for centuries in Indian households, became the cornerstone of The Divine Foods. But Kiru wasn’t content with just any turmeric. He sought out the finest, most potent varieties grown in Salem, known for their high curcumin content.
“The turmeric produced in Salem has a unique property of Curcumin – with antiseptic and antibiotic properties, which is an age-old medicine in Indian culture. In local supermarkets, when you check the labels of turmeric products, they usually have curcumin levels of around 1 or 2%. However, in Salem, the turmeric has a higher curcumin percentage, ranging from 3 to 5%,” Kiru explains.
This focus on quality and potency became the hallmark of The Divine Foods. From turmeric, the product line expanded to include other traditional superfoods like moringa, millets, and honey. Each product was developed with meticulous attention to purity and health benefits, staying true to the company’s philosophy: “Let Food be thy medicine.”
Obstacles overcome:
The path from local startup to international brand was not without its challenges. As a newcomer in the competitive D2C space, The Divine Foods had to differentiate itself. Kiru made the bold decision to prioritize quality over speed, taking 5-7 working days to deliver fresh, small-batch products free from preservatives.
“We differentiate ourselves by prioritising quality over speed in delivery,” Kiru states. “However, they would have a shorter shelf life.”
This commitment to quality meant educating consumers about the trade-offs and building a brand based on trust and authenticity. The company also faced the challenge of scaling production while maintaining direct relationships with farmers, eliminating middlemen to ensure both quality control and fair compensation for growers.
Achievements or innovations:
The Divine Foods’ dedication to quality and innovation paid off. The company’s product range expanded to include unique offerings like Organic Golden Milk Latte, a natural detox drink, and ABC powder (Apple + Beetroot + Carrot). Their Paruthi Paal-Cotton Seed Instant Latte Mix, touted as a remedy for cold and menstrual cramps, showcased the brand’s ability to blend traditional wisdom with modern convenience.
A major milestone came in 2023 when The Divine Foods caught the attention of Bollywood star Nayanthara and her director husband Vignesh Shivan. The couple invested an undisclosed amount in the company, propelling it to new heights of visibility and growth.
“We are happy that Nayanthara and her husband Vignesh came forward and invested in our early-stage startup that creates rural impact,” Kiru shared at the time.
The investment allowed The Divine Foods to scale up infrastructure and expand its product line. Today, the company ships to over 8,000 Indian customers monthly and has established a presence in international markets including the USA, UK, Australia, Singapore, and Canada.
Timeline:
- 2018: Kiru Maikkapillai identifies gap in international markets for Indian superfoods
- 2019: The Divine Foods founded in Attur, Salem, focusing on turmeric products
- 2020-2022: Product line expands to include moringa, millets, and honey-based offerings
- 2023: Receives investment from Nayanthara and Vignesh Shivan
- 2024: Reaches over 1,76,542 customers, expands to international markets
Key Takeaways:
The Divine Foods’ journey from a local startup to an internationally recognized brand demonstrates the power of staying true to one’s roots while embracing innovation. Kiru Maikkapillai’s commitment to quality, direct sourcing from farmers, and focus on traditional superfoods has carved out a unique niche in the crowded D2C space. The company’s success highlights the global appetite for authentic, health-conscious products and the potential for Indian entrepreneurs to make a mark on the world stage while creating positive social impact at home. As The Divine Foods continues to grow, it serves as an inspiration for other startups looking to blend tradition with modernity and purpose with profit.