Key Takeaways
- DryM Foods, founded in 2017 by Aayushi and Mranalini Jain, offers freeze-dried Indian meals aimed at overseas consumers missing home-cooked food.
- The company prioritizes nutritional integrity and taste, using freeze-drying technology that preserves the quality of ingredients without chemicals or preservatives.
- DryM Foods is self-funded and focuses on online sales, aiming for 4 crore in revenue this year, up from 1.5 crore last year.
In 2017, Aayushi and Mranalini Jain launched DryM Foods to address a common issue faced by Indian families abroad: the lack of wholesome, homemade food. This venture was inspired by Aayushi’s sister’s dietary restrictions while studying in Edinburgh and requests from other mothers for home-style meals for their children living away from home. Initially starting as a kitchen experiment, DryM Foods has rapidly evolved into a self-funded startup specializing in freeze-dried meals that maintain a shelf life of nearly a year.
Challenges and Innovations
Early challenges included being taken seriously in the male-dominated food-tech industry, especially in B2B settings. However, being women resonated well with B2C customers, as most of them are mothers seeking relatable, nutritious meals for their families.
Understanding Freeze-Drying
Aayushi explains the process of freeze-drying, which involves removing moisture from food without compromising its nutritional value. Compared to other methods, freeze-drying retains about 95% of nutrients, while retort and dehydration lose significantly more. The company’s meals are made with clean ingredients and traditional cooking methods, using desi ghee for an authentic taste.
Product Development and Safety
Each dish undergoes recipe testing, followed by a precise freeze-drying process that ensures freshness and quality. Strict quality control measures, including testing every batch of ingredients, further enhance food safety without using preservatives.
Target Audience and Expansion Plans
Initially targeting students and mothers sending food to their kids abroad, DryM Foods’ customer base has expanded to include toddler moms, reflecting increased demand for home-style food during the pandemic. With a significant drying capacity, they have scaled manufacturing while maintaining quality by collaborating with organic farms.
Future Vision
While DryM Foods sees potential for retail distribution through trusted partners, co-manufacturing is not currently in their plan. Aayushi emphasizes that their unique freeze-drying approach and focus on basic, home-style meals differentiate them from competitors. The brand’s most popular products include dal chawal, kadai paneer, and others that foster nostalgia for traditional Indian meals. Currently, sales are primarily through their website and WhatsApp, and the company remains self-funded, targeting revenues of 4 crore for the current fiscal year.
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