Introduction: 

We live in an era where 'healthy eating' is more than just a phrase, particularly in India. Our country's millennial and Generation Z populations are becoming more health-conscious, and they are actively looking for healthy alternatives to everyday foods that do not sacrifice taste. Currently, India's atta market is valued at approximately 2 lakh crores. It is the daily dietary component for most people in India. 

Origgo is an e-commerce platform that offers freshly ground atta straight from local mills. Fresh atta retains all of its nutrients and moisture, while commercial milling processes often reduce nutrient content and moisture due to high temperatures, primarily to extend product shelf life. They offer a diverse range of 10 products spread across three distinct categories: whole wheat flour, millet flour, and multigrain flour.

Origgo is led by Prity Zod and Shyam Sreechandrababu. Prity, an IIM Raipur graduate, has over seven years of experience in the food industry. She formerly held a key role in Japfa's AGM Food sector, where she built a meat business, generating over Rs. 100 crores in annual recurring revenue. Shyam received his MBA from NMIMS Mumbai and made substantial contributions to Japfa as an Associate Vice President. They bring complementary expertise and a shared dedication to creat

inghealthy, nutritious food products, making them well-suited to drive Origgo's growth and success.

Market Opportunity:

Origgo focuses on the upper-middle-class segment, particularly households with incomes exceeding INR 5 lakh per month. This specific market segment is worth approximately USD 1.2 billion, presenting a significant opportunity for Origgo to capture a substantial share of the market.

Origgo distinguishes itself by offering freshly milled atta, which produces better rotis than nutritionally depleted packaged atta. They are on a path to aggregate the unorganised atta market into an organised one. This is consistent with a growing preference among younger consumers for healthier eating options and sustainably sourced foods. 

100X Thesis:

India is currently the world's second-largest consumer of wheat flour and is on its way to becoming the first. There is a noticeable taste difference between flour manufactured on a large scale by major brands and fresh flour produced locally. Origgo has the opportunity to formalise this market and provide a much better taste and quality than processed flour to the masses while charging a premium of 50% gross margin.  With founders who deeply understand the category and have experience scaling consumer brands from the ground up, 100X believes Origgo has the potential to become a household name for staple consumer products.

Conclusion:

Origgo is capitalising on the growing trend and demand for healthier food options in India. The company is well-positioned in terms of product pricing and market placement. Origgo, leveraging its founders' combined industry experience, is poised to become a trusted and renowned brand in Indian households for its all-naturalchakki atta. This is why we at 100X.VC are confident that Origgo is on the path to great success. We are thrilled to contribute to realising this vision.