koh! Foods, a food brand founded in 2022, is revolutionizing the way urban dwellers consume vegetables. Based in Telangana, the company focuses on offering convenient, plant-based vegetable powders and mixes designed to make nutritious eating easier for busy individuals.
The Rise of Convenience Eating—and the Health Concerns
With busy schedules becoming a norm, fast food has often been the go-to choice for many. “I don’t have time to cook dinner, so I’ll just order in,” or “I’m in a rush, so a quick coffee and pastry will do,” are common reasons people opt for quick meals. While fast food is convenient, the consequences are becoming more evident, with rising concerns about lifestyle diseases such as obesity and diabetes in India.
Although there’s growing awareness about healthy eating, there’s still much work to be done in educating people about nutrition, calorie intake, and food literacy. Fortunately, Indian startups like Koh Foods are working to bridge these gaps.
The Story Behind koh! Foods
koh! Foods was founded by Keerthi Priya, a young entrepreneur from a small village in rural Telangana. Coming from a family that valued education, Keerthi pursued her studies diligently and graduated with a B.Pharm from BITS Pilani before completing her MBA from IIM Calcutta.
Her career began in the corporate sector, with stints at Janalakshmi Small Finance Bank and later at the startup Lokal. Despite her success in the corporate world, Keerthi’s entrepreneurial instincts were strong.
The idea for koh Foods was sparked by a personal experience. While working in the corporate world, Keerthi’s mother began sending her homemade dehydrated vegetable powders to help her maintain a nutritious diet despite her busy schedule. “I could easily store them and use them in drinks, curries, or rice. It was a lifesaver for me. That’s when I realized I wanted to make this product available to a larger audience,” she recalls.
Overcoming Early Challenges
Keerthi launched Koh Foods in 2018, starting as a personal project with the goal of sharing her mother’s dehydrated veggie powders with others. The idea was in its early stages, and much research went into refining the product and identifying the right market.
By 2020, the company began seeing some traction, especially with an increase in local orders during the COVID-19 pandemic. Keerthi secured funding from various sources, including a loan from Standup India and a Rs 50 lakh debenture from Startup India, which allowed her to scale up operations and set up a proper manufacturing unit.
However, quitting her stable corporate job to pursue this venture raised eyebrows among her family. “My parents, being from a traditional background, couldn’t understand why I left a secure job. But as koh Foods began to take shape, they saw the potential and fully supported me,” she says.
Building the Business
At just 26, Keerthi took on the challenge of setting up a manufacturing plant. She worked closely with local farmers, initially facing resistance but eventually forging partnerships with those who were interested in organic farming methods. After careful planning, koh! Foods launched a production facility in Telangana, covering an area of 6,000 square feet.
Today, koh! Foods works with about 20 contractual farmers who grow non-water-intensive crops like spinach, beetroot, carrot, and curry leaves. These vegetables are carefully dehydrated at temperatures under 60°C to preserve nutrients, ensuring the final products are preservative-free and free from anti-caking agents. The company also employs more than 20 women from rural areas in its factory.
Growth and Success
koh Foods’ product line includes powders like Spinach, Beetroot, Carrot, Moringa,Banana Blossom Tea, Dehydrated Tomatoes and Green Chillies. Initially, Keerthi and her team conducted live cooking demonstrations across cities like Hyderabad, Mumbai, and Pune to educate customers about how to incorporate the powders into their diets. This approach helped increase awareness and demand.
The company serves around 1,000 to 1,200 customers each month, with an average order value of Rs 600. In FY23, koh! Foods recorded a revenue of Rs 20 lakhs and has already achieved Rs 50 lakhs in FY24, with plans to reach Rs 1 crore by the end of the year.
Expanding Horizons
Looking ahead, koh Foods aims to scale its operations within India while also expanding its presence globally. The company has already launched in the United States, tapping into the growing vegan and health-conscious market there. Keerthi emphasizes the importance of stringent manufacturing processes, particularly in light of concerns about improper drying techniques used by some Indian brands.
koh Foods is committed to being a clean, trusted brand that makes healthy eating faster, easier, and more accessible—both in India and abroad. With a focus on innovation and quality, the company hopes to continue growing and making a positive impact on the way people approach nutrition.
BlackCarrot, Neha Dhupia-Backed D2C Dinnerware Brand, Secures Funding from Top Investors
