As consumers increasingly seek authentic flavours, ingredient transparency, and affordable nutrition, traditional Indian food categories are witnessing renewed interest across markets. Products such as Sattu, Makhana, Thekua, Nimki, traditional pickles, and regional specialities, long consumed across Indian households, are increasingly finding a place in organised retail alongside modern food categories.
Riding on this shift, Pune-based Innocent Fresh Foods Pvt. Ltd. is expanding its presence across India with a portfolio of more than 25 traditional food products. The company, which achieved profitability early in its growth journey, currently has a presence across approximately 1,000 retail outlets and is preparing to expand into 40-50 cities over the next few years.
Commenting on the company’s vision, Saroj Rai, Co-founder, Innocent Fresh Foods Pvt. Ltd., said, “For decades, traditional foods such as Sattu, Thekua, Nimki, Makhana and regional pickles have been consumed by millions of Indians, yet most of these categories remain fragmented and under-branded. We see a significant opportunity to build trusted national brands around products consumers already know, love and trust. At Innocent Fresh, our mission is simple: make traditional foods as accessible, convenient and desirable as modern packaged foods without compromising on authenticity, nutrition or taste.”
Over the next two to three years, the company plans to deepen its presence across existing markets while expanding into 40-50 cities, with a particular focus on Tier-2 and Tier-3 markets where traditional food categories already enjoy strong consumer acceptance. Future growth will be driven through general trade, e-commerce, quick-commerce, institutional channels, and exports.
Beyond its commercial ambitions, the company has incorporated rural participation into its operating model by working with women from rural communities who possess traditional food preparation skills passed down through generations. By integrating traditional expertise into a scalable business model, Innocent Fresh aims to create livelihood opportunities while helping preserve India’s rich culinary traditions.
Despite widespread consumption, many traditional food categories continue to remain fragmented and under-branded. Innocent Fresh believes this gap presents a significant opportunity to build trusted consumer brands around products that consumers already understand, purchase, and consume regularly.
