Khadyam Speciality Foods, a Hyderabad-based organic millets brand, is on an ambitious trajectory. Founded by Sitaram and Madhavi Komaragiri in 2018, the brand is setting its sights on becoming a INR 50 crore business by 2030. With a mission to reach 10,000 farmers and penetrate international markets such as the US and Europe, Khadyam is redefining the way traditional grains are consumed.
“Our goal is to bring healthy food in a more convenient form, while building a food brand with ethical and social backing,” says Sitaram Komaragiri, Co-Founder of Khadyam. The brand has already made significant strides in this direction by developing ready-to-eat millet products with a 24-month shelf life, all without preservatives or chemicals. “We are the first of our kind in the space to offer 100% millet in a ready-to-eat form,” he adds.
Market Goals
Last year, Khadyam recorded a turnover of INR 2 crore with just four SKUs. This year, with an expanded product line of eight SKUs, the brand anticipates tripling its revenue to INR 6 crore.
Talking about the long-term roadmap of the company, Komaragiri informs that by 2030, his goal is to transform Khadyam into a INR 50 crore brand and export to regulated markets like the US and Europe.
“We are laying the groundwork to achieve this ambitious target and are confident that we will reach it in the coming years,” he adds.
Their presence in cities like Chennai, Bangalore, Hyderabad, Pune, and Mumbai is set to grow, with plans to expand into North India, particularly the Northeast and Delhi. Looking ahead, Khadyam is not only focused on scaling its business but also on increasing its social impact. “We currently support 1,400 farmers and aim to increase this to 10,000, covering 20,000 hectares of climate-resilient crops,” shares Komaragiri.
Challenges in the Market
Despite the increasing popularity of millets, the brand has faced challenges in consumer retention. “There’s no continuing consumption pattern, largely due to the complexity of cooking and palatability issues,” admits Komaragiri.
This challenge became the driving force behind Khadyam’s innovation in ready-to-eat millet products. The brand’s offerings range from breakfast to dinner, including millet-based pasta, biryani, and even idly with sambar and chutney, all designed to be ready in just two minutes.
Community Building as the Foundation
Khadyam’s journey began with a strong foundation in community building. Before launching the company, the Komaragiris spent nearly four years working with small and marginal tribal women farmers. “We were able to bring 1,350 women farmers into sustainable agriculture, covering close to 4,000 hectares of land,” shares Komaragiri. This grassroots approach not only ensured ethical sourcing but also paved the way for the brand’s unique selling proposition: convenience without compromising on health.
Meanwhile, partnerships have been crucial in Khadyam’s journey, says Komaragiri. “We’ve always believed in collaborations rather than competition,” he explains. Early partnerships with prestigious institutions like IIM-Kolkata ,a-idea NAARM and ISB Hyderabad have provided, investments, mentorship and market insights, helping the brand scale its operations. Support from government bodies like Defense Food Research Laboratory of Mysore has further bolstered the brand’s growth.
