Introduction:

Many working individuals struggle to find time to cook healthy meals due to demanding schedules, leading to a reliance on convenience foods and takeout. Millennials, in particular, spend only about 13 minutes per day on meal preparation, significantly less than previous generations. This shift results in poorer dietary quality compared to those who cook at home more frequently​. India's working population is experiencing a significant health crisis, with lifestyle diseases such as protein deficiency and diabetes on the rise. Over 80% of Indians are protein deficient, which impacts muscle health and immunity. Approximately 77 million adults suffer from diabetes, and many more are at risk due to poor dietary habits and lack of awareness​.

Ready-to-cook breakfast options in the market often lack nutritional value and are high in preservatives, further exacerbating health issues. These options fail to provide adequate nutrition, contributing to dietary gaps and worsening conditions like diabetes and protein deficiency​ 

Naturik, a ready-to-cook breakfast brand, offers high-protein, quick, and delicious breakfast options, addressing a critical gap in India's breakfast industry. The company's mission is to provide convenient and healthy options for India's young working population, which is grappling with a growing health crisis and a lack of time to prepare proper meals.

Their product offerings include varieties of cheelas and masala khichidi, developed by chefs and food technologists. Offering customers convenience, nutritional benefits, and variety, The Naturik Co. is creating India's tastiest 'desi' breakfast option. Their unique protein-packed formula offers 20g of protein per 100g serving — double that of popular brands. Boasting a cooking time of just 3 minutes, these products are 100% pure and healthy—with no sugar, no maida, and no chemicals or preservatives, setting a new standard for wholesome, tasty food.

The company is led by Sahil Vohra (Co-Founder and CEO) and Isha Chadha (Co-Founder and CPO), who have extensive experience in FMCG product development and distribution. Sahil holds an MBA from FMS Delhi and has over 17 years of experience at ITC, Britannia, and Walmart. Isha has an MBA from Symbiosis Pune and has worked at Empiezo HR Solutions, Ma Foi Randstad, and Macquarie Bank. She has over 4 years of experience running a food establishment. Their expertise positions The Naturik Co. for significant growth.

Market Opportunity:

The Naturik Co. targets India's growing health-conscious population, particularly the working demographic facing lifestyle disorders. They operate in a market with a large potential, valued at INR 245 lakh crores, demonstrating India's vast opportunity for healthy breakfast options, with an immediate market focus on India's 30,000-crore breakfast market.

The company faces competition from established brands in the healthy ready-to-eat and snacking alternatives space, yet it distinguishes itself from competitors by offering higher-quality products in terms of taste and health benefits. 

100X Thesis:

The Naturik Co.'s focus on ready-to-cook, hot breakfast products targets an untapped and rapidly growing category. This, coupled with the founders' extensive FMCG experience, positions the company to become India's favorite brand for healthy breakfast options. This offers an attractive investment opportunity, leveraging its founders' expertise and a diversified revenue model. Strategic partnerships, a focus on quality, and superior product offerings position the company as a market leader, generating strong returns for investors.

Conclusion:

The Naturik Co. distinguishes itself through taste, high protein content, and a 100% clean label. With the potential to transform India's breakfast industry by promoting healthier, more convenient meal options, its impact goes beyond individual health, encouraging healthier lifestyles and lowering the prevalence of lifestyle disorders among India's working population. By catering to the needs of health-conscious consumers, The Naturik Co. bridges dietary gaps, paving the way for continued industry growth.