Disrupting a category as commoditized as staples might seem improbable, but Floryo, a Bengaluru-based direct-to-consumer (D2C) brand, is proving otherwise. Founded by Manohar Kumar, a seasoned professional with a background in FMCG and food, Floryo is reimagining how Indians consume staples like wheat flour. With a focus on freshness, customization, and nutrition, the company aims to reshape the way Indian households approach their daily diet.
Floryo’s Origins: A Quest for Freshness
Manohar Kumar’s journey to founding Floryo stems from a deeply personal realization during his tenure at Licious. “COVID-19 made us all rethink what we consume,” Kumar shared. “India has become the diabetes and obesity capital of the world. A key reason for this is the shift from freshly processed to heavily processed food. What our grandparents consumed was far fresher and more natural.”
Floryo was born out of this insight, focusing on providing freshly processed staples without preservatives or additives. “Staples, like atta, masalas, and oils, were once inherently fresh,” Kumar explained. “But post-1991 liberalization, packaged foods dominated the market. Today, many believe this is the norm. At Floryo, we’re here to challenge that narrative.”
A Fresh Take on a Competitive Market
The Indian staples market, valued at $23 billion, is dominated by legacy players such as ITC and General Mills. Yet, Kumar sees immense potential. “This category is 80% unorganized. It’s fragmented, but culturally, India values fresh staples. Our aim is to bring back that freshness using modern technology,” he said.
Floryo’s unique selling proposition lies in its tech-first, made-to-order model. Orders are processed daily, ensuring maximum freshness. “If you place an order at 1 PM, our system batches it, and by 7 PM, we start processing. By the next morning, the product is ready for dispatch. It’s fresher than anything else in the market,” Kumar emphasized.
Customization is another key differentiator. “We allow consumers to choose their grains, fiber levels, and even textures,” Kumar noted. “For instance, a North Indian might want coarse wheat flour for rotis, while someone in the South may prefer a finer texture. We empower consumers to decide.”
Innovating in Staples
Kumar believes staples have been overlooked in terms of innovation. “When you think of atta, innovation doesn’t usually come to mind,” he remarked. But Floryo is breaking this mold with products like methi-plus wheat and spinach-plus wheat flours.
“Why shouldn’t staples be exciting?” Kumar asked. “We’ve introduced atta blended with spinach, methi, and even cheese and garlic. These aren’t just novel but nutritionally rich, catering to modern dietary needs.”
Building Consumer Loyalty
In its two-year journey, Floryo has cultivated a loyal customer base. “We have customers with over 35 repeat transactions in the last 24 months,” Kumar shared. The brand’s focus on addressing specific dietary requirements has played a significant role in this loyalty.
“One customer, allergic to soybean, couldn’t find suitable multigrain options elsewhere. We allowed him to customize his flour mix to exclude soybean and include grains like jowar and bajra. That’s the power of our platform,” he said.
Seeing the customer stickiness, the brand has also introduced their app to make it more convenient for customers to come back on the platform. “Since we launched the app, we’ve noticed that nearly 75% of our consumers are now using the app.”
The Road Ahead
Floryo’s six-month plan is ambitious. “We’re focused on scaling operations, enhancing our technology, and launching new product lines,” Kumar revealed. The company aims to expand its customer base while staying true to its ethos of freshness and customization. “Over the next six months, we aim to expand offline into modern retail, starting with large-format gourmet and friendly outlets before eventually branching into general trade,” he said.
Currently, the company operate in Bengaluru and Hyderabad, but plans to expand to multiple cities like Chennai, Delhi, Pune and West Mumbai. “This will happen in the next two quarters,” he said.
Kumar also hinted, that they will be launching an innovative product soon. “Our in-house innovation team is consistently working on new products within and beyond the atta category. While we can’t disclose specifics yet, I can only tell you that upcoming innovation is in adjacent category to atta and we’re excited about it,”
