It came naturally
Why the entrepreneurial streak — and why food?
Entrepreneurship came naturally because I was always drawn to problems that needed fixing rather than observing. Food became my space because it held everything I cared about — the earth, farmers, families, and the choices that shape our health. I saw how much could improve if we built systems that were fair, clear, and dependable. Many sectors reward speed; food rewards sincerity and patience. I chose it because it felt meaningful, urgent, and deeply personal. Food isn’t just a category to build in — it’s a responsibility. Entrepreneurship simply became my way of responding to that responsibility.
MY FORAYS
24 Mantra Organic - and India saw a new way
24 Mantra Organic - and India saw a new way
24 Mantra Organic - and India saw a new way
24 Mantra Organic began with a simple conviction: India deserved food it could trust. We built the brand by working closely with farmers, cleaning up processes, and insisting on traceability when it wasn’t a familiar idea. What made it succeed was not scale, but discipline — season after season, batch after batch. When it reached global shelves, especially in the US, it proved that Indian purity could stand shoulder-to-shoulder with the best. It was a validation of patience and principle.
Hita Farms - fresh ideas
24 Mantra Organic - and India saw a new way
24 Mantra Organic - and India saw a new way
Hita Farms grew from the belief that perishable food should be the purest of all. Working with fruits, vegetables, and eggs meant working with freshness, soil care, and daily discipline. We focused on clean cultivation, local relevance, and minimal handling. The aim was not to look premium, but to feel honest — produce that tasted like the farm it came from. Hita reminded me that purity begins every morning, not in processing units but in fields and sheds where care is routine.
Happy Gopi - dairy forays, daily purity
24 Mantra Organic - and India saw a new way
Happy Gopi - dairy forays, daily purity
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Milk is one of the most intimate foods in an Indian home, and the least understood. Happy Gopi was an attempt to rebuild trust in daily milk: clean fodder, healthy livestock, careful milking, and transparent delivery. The focus was not on claims but on everyday discipline. Dairy taught me how fragile purity can be — how easily it can be lost or protected. It reinforced the idea that good systems matter more than good packaging.
The current chapter
Purity Prayag - an unfolding story
Purity Prayag began as a quiet response to what I was seeing every day — families wanting honest food but unsure what to trust, farmers hoping for a fair return, and a marketplace full of noise. It wasn’t created as a brand first; it grew from the belief that good food could feel simple again. The work began with listening: understand what families needed, support those who grow, and make everyday choices clearer. Over time, that intention found its own direction.
The assortment that is curated
The products we bring together follow the same intention: keep choices clear and dependable. Families don’t need ten versions of the same item; they need one they can trust. Each product we curate comes from partners who care about how they grow, make, or handle food. It is a small, evolving assortment — but one shaped by attention, not abundance. If it doesn't meet everyday expectations of purity, affordability, and sincerity, it doesn’t belong on our shelves.
It is a continuing movement
Purity Prayag is not a fixed idea; it is work that keeps unfolding. As food habits change and farmers face new realities, we keep learning and adjusting. The aim is not perfection — it is progress that families can feel and farmers can rely on. If the movement stays rooted in honesty, listening, and improvement, it will keep growing in the right direction — one staple, one kitchen, one season at a time.
You may want to check the store out!
One brand two stories are here. A well thought and purposive curated food store and some stand alone store surprises.
MY INVESTMENT POINTERS
Purpose before potential
I look for founders who understand why their work matters. Scale follows clarity. When the purpose is real — for farmers, families, or the land — better decisions and endurance follow naturally.
Systems over slogans
Ideas are easy; discipline is harder. I support teams that build clean sourcing, consistency, and fair pricing into their processes. Systems, not claims, are what keep a food business honest over time.
Learn from the land, not only the market
Food ventures must respect soil, seasons, and growers as much as consumers. I value teams that stay curious about origin and cultivation, because brands grow stronger when the land is understood
Build value that outlasts trends
Food fads come and go. I back founders who think beyond trends and focus on reliability for families. Trust built steadily always outlasts excitement built quickly.