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Industry & Competitive Context India’s packaged staples market pulses, spices, besan (gram flour), and allied pantry categories represents one of the largest food segments in the country by volume, but has historically been among the least branded. For decades, Indian households sourced dals, flours, and spices from local mills, grocers, and loose-weight vendors, where quality was judged by touch, smell, and trust in the neighborhood shopkeeper rather than by a standardized,

Industry & Competitive Context India's packaged staples market — encompassing pulses, spices, and flour — is one of the largest food categories in the country by volume, yet historically one of the least branded. According to global research firm IMARC Group, India's pulses market stood at 36 million metric tonnes in 2024 and is projected to grow to 60 million metric tonnes by 2033. Despite this scale, only a minuscule percentage of pulses sold in India were branded as of the