The Divine Foods, a fast-growing direct-to-consumer (D2C) food startup founded by Kiru Maikkapillai in 2019, has expanded into the baby food segment with Navalac. This nutritious blend, crafted from nine varieties of millets, is priced at approximately INR 300, catering to the needs of new mothers by offering both affordability and convenience.
The Indian direct-to-consumer (D2C) market is experiencing exponential growth, with industry projections indicating a market size of $100 billion by 2025. Within this expansion, the baby food and infant formula sector is forecasted to reach $6.2 billion in the same timeframe. ‘The Divine Foods’ has already achieved remarkable success in Indian markets with their product Paruthi Paal, boasting over 150,000 regular consumers.
An Instagram post featuring Navalac recently went viral, garnering tremendous response from new moms. Within the first three days, the post accumulated an impressive 2.5 million views. Navalac stands out for its key features, including no additives, quick preparation (roasted and ready to eat in just 3 minutes), delicious taste, and easy digestibility. Embracing the belief that “Children are a form of god,” Navalac celebrates the divine and sacred energy of children through its pure goodness.
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“Nava” signifies “new,” and Navalac revitalizes toddlers with fresh energy. Interestingly, the term “Nava” holds significance across India and extends from Spain to the Arab world, carrying diverse meanings such as beauty, piousness, attractiveness, and melodiousness.
“Nava” also signifies “Nine” (Nayan), and Navalac draws inspiration from Nayanthara, a supermom who juggles an active career with raising two children. Welcoming twin baby boys in 2022, Nayanthara has transitioned from being a superstar to embodying the roles of a supermom and a successful entrepreneur. Her remarkable journey from “girl next door” to superstar and now “supermom” serves as a profound source of inspiration.
Driven by their desire to make a social impact and to render traditional Indian superfoods more affordable for the middle class, Superstar Nayanthara and her husband, renowned Tamil Director Vignesh, invested in “The Divine Foods” last year.
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The Divine Foods, based in Salem, Tamil Nadu, specializes in crafting traditional items from superfoods like turmeric, moringa, millet, and more. Identified by “Your Story” as one of the “first 100 D2C Challenger” brands with the capacity to transform India’s direct-to-consumer (D2C) landscape, The Divine Foods ships its top-selling superfood products encompassing Turmeric (Curcuma longa), Moringa (Moringa oleifera), Millets, Honey, and Skin Care categories nationwide.
The Divine Foods is also expanding its reach by marketing indigenous Indian products to global markets. Leveraging platforms like Amazon, its products have successfully penetrated developed markets such as the USA, UK, Australia, Singapore, and UAE/Dubai, among others. It stands as India’s fastest-growing direct-to-consumer (D2C) food technology brand, boasting a customer base of more than 150,000.
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