What began in 2019 as a simple recommendation from a nutritionist has evolved into one of India’s most distinctive food startups. The Betel Leaf Co., founded by Prem Raheja and co-led by Payal Raheja, has transformed the traditional paan market by introducing hygiene, standardisation and premium positioning into a largely unorganised sector.
Positioned as India’s first FSSAI-certified, 100% tobacco-free paan brand, the company has reimagined paan not as a roadside indulgence but as a curated, dessert-style experience suitable for modern retail and global export.
Reframing a ₹3,000–4,000 Crore Market
India’s paan industry, estimated at ₹3,000–₹4,000 crore, has long operated through fragmented local vendors with limited standardisation. Consumers often faced inconsistent taste, hygiene concerns and the stigma associated with tobacco.
The Betel Leaf Co. identified an opportunity to premiumise the category by eliminating tobacco, improving preparation standards and introducing consistent recipes. By repositioning paan as a refined post-meal digestive rather than a street-side habit, the brand created a new aspirational segment within an age-old tradition.
Quick Commerce as a Growth Catalyst
Recognising that paan is typically an impulse purchase, the company adopted a dark kitchen model and partnered with Blinkit, Swiggy, and Zomato to enable rapid delivery. Today, nearly 55% of its revenue comes through online quick-commerce channels.
A key innovation has been its nitrogen-flushed, triple-layer packaging, which preserves freshness for up to 48 hours without refrigeration and extends shelf life up to nine months for its “ARID” product line. This packaging breakthrough has enabled national distribution and export readiness.
Expanding Footprint, Global Ambitions
From its base in Bengaluru, The Betel Leaf Co. now operates 45 kitchens and aims to scale to 100 within the next year. Internationally, it exports to Singapore, Malaysia, the UK, the US, Nairobi and the UAE, signalling growing global demand for standardised, hygienic paan.
The brand is also strengthening its offline presence through experiential retail formats and partnerships with major chains such as Reliance Retail and SPAR.
Growth Metrics and Investor Backing
The company has raised $4.44 million to date, including a recent $1.2 million bridge round, backed by investors such as Inflection Point Ventures, Venture Catalysts, and 100Unicorns.
In FY24, it reported revenue of ₹7.52 crore and currently produces up to 1,80,000 paans per month across more than 50 flavour variants — ranging from traditional blends to experimental offerings like Tiramisu, Coffee and Cognac.
Beyond Paan: Building a Dessert Ecosystem
To expand its share of the digestive and dessert market, The Betel Leaf Co. has diversified into paan-inspired products including Betel Tea, dark chocolate Betel Bars, paan ice creams and confectionery lines. The strategy positions the brand to extend beyond a single product category into a broader “modern Indian dessert” ecosystem.
By applying food safety compliance, brand storytelling and quick-commerce agility to a 5,000-year-old tradition, The Betel Leaf Co. has demonstrated how even deeply entrenched, informal sectors can be modernised. What was once confined to street corners is now being served in global markets — packaged, preserved and redefined for a new generation of consumers.
