Attur’s Divine Foods
Divine Foods, a direct-to-consumer (D2C) brand based in Attur, Salem, was founded in 2019 by Kiru Maikapillai and has since made waves in the global market with its line of traditional superfoods and wellness products. The brand’s journey from a small hamlet in Tamil Nadu to worldwide markets like Australia demonstrates the potential of entrepreneurship and the revitalization of indigenous culinary traditions.
Identifying a Gap in the Market
While working in the United States in 2018, Kiru Maikapillai noticed a large gap in the availability of Indian products in supermarkets, despite the existence of regionally distinct commodities such as New Zealand Manuka honey and Japanese Ponzu sauce. This insight spawned the idea of creating a brand to highlight India’s rich culinary legacy on a global scale.
A Return to Roots: Building Divine Foods
Motivated by a desire to close this gap, Kiru took the risky decision to leave Citizens Bank in 2019 and return to his birthplace of Attur. Here, he began the process of creating Divine Foods, a company dedicated to providing high-quality traditional superfoods directly to consumers.Turmeric, a common spice in Indian homes known for its multiple health benefits, is central to Divine Foods’ product line. Kiru recognized turmeric’s potential as a flagship product and aimed to use its success to introduce customers to a variety of other traditional ingredients.
Expanding Product Offerings
Driven by a commitment to holistic wellness, Divine Foods expanded its product offerings to include moringa, millets, honey, and skincare products. Each product is carefully curated to uphold the brand’s ethos of quality, purity, and authenticity.
Curcumin-rich turmeric from Salem
Divine Foods differentiates itself by procuring turmeric from Salem, Tamil Nadu, which is known for its high curcumin concentration. Curcumin, the main element in turmeric, has antioxidant, anti-inflammatory, and neuroprotective qualities, making it a highly valued ingredient in traditional Indian medicine.Divine Foods uses a direct-to-consumer business, sourcing turmeric from more than 50 growers in Salem. By removing intermediaries and mandis from the supply chain, the brand assures that customers obtain high-quality items without compromise.
From Superfoods to Skincare
In addition to its range of superfoods, Divine Foods has ventured into skincare products infused with natural ingredients like turmeric and honey. This diversification reflects the brand’s commitment to holistic wellness and the integration of traditional remedies into modern lifestyles.
Competition and Market Positioning
Divine Foods has competition from companies such as Slurrp Farm, Yoga Bar, and The Whole Truth Foods, but its emphasis on quality, authenticity, and direct consumer connection distinguishes it in the market. The brand’s emphasis on transparency and ethical sourcing appeals to discerning consumers looking for environmentally friendly and healthy solutions.Divine Foods’ direct partnership with farmers in Salem not only assures a sustainable supply chain, but also promotes to community empowerment. The brand’s success story demonstrates entrepreneurship’s transformative potential for promoting socioeconomic development at the grassroots level.
Divine Foods has grown from humble origins in Attur to become a forerunner in the worldwide superfoods market, supporting traditional Indian cuisine and holistic wellness. The brand’s consistent commitment to quality, authenticity, and innovation has inspired a new generation of consumers to explore India’s rich culinary legacy.
Read more: Marketing News, Advertising News, PR and Finance News, Digital News
