Success Story
From Small Beginnings to Big Success : The Story of Even More Foods Pvt. Ltd., Rasipuram
Millets have long been celebrated for their nutritional benefits and sustainable cultivation. Even More Foods Pvt. Ltd, based in Rasipuram, India, exemplifies the potential success of millet-based businesses. Founded by Mr. Janakan in 2016, this company has grown from a small home-based operation into a significant player in the health food market.
Mr. Janakan's journey began with his pursuit of a B.E. in Mechanical Engineering, which he completed in 2013. After securing a job in the QC department of Mother Son Group, Chennai, he quickly realized this career path didn't ignite his passion. Instead, he felt a strong pull towards farming and a traditional way of life, particularly recognizing the untapped potential of small millets. With this vision, he founded Mahilam Foods, initially focusing on producing millet rice and traditional rice. These products were sold at local farmers' markets, though the business struggled to meet day-to-day operations.
A significant turning point came when Mr. Janakan visited the DHAN Foundation’s Krishnagiri office in 2018 after learning about a new dehuller prototype they had developed. Upon witnessing a live demonstration of the machine, he decided to purchase the prototype despite it not being thoroughly tested in the field. This decision proved crucial, as the new huller allowed him to produce better quality small millet rice at a reduced cost. He was able to lower his production costs by Rs 5/kg and passed these savings on to his customers. This commitment to offering high-quality products at competitive prices quickly earned him a loyal customer base.
The initial phase was not without challenges. However, Mr. Janakan’s dedication saw Mahilam Foods grow steadily. Recognizing the need for a broader identity and market appeal, the company was rebranded to Even More Foods Pvt. Ltd. This rebranding marked the beginning of an expanded product range, including millet flakes, breakfast cereals, and instant millet mixes.
Leveraging the early success, Mr. Janakan invested in upgrading his small processing unit. This investment was pivotal in diversifying the product offerings and scaling up the operations. The new processing facilities allowed for a more efficient production line and the ability to meet growing market demands.
Even More Foods adopted an aggressive marketing strategy that focused on both online sales and exports. By creating an appealing brand image that highlighted the nutritional benefits and eco-friendliness of millets, the company captured the interest of health-conscious consumers. Collaborations with nutritionists and dieticians helped build credibility and spread awareness about the benefits of millets.
The brand’s positioning emphasized the dual benefits of nutrition and sustainability. This eco-friendly approach resonated with a growing demographic of consumers looking for healthy and sustainable food options. Even More Foods became synonymous with high-quality, nutritious products that were also kind to the environment.
A cornerstone of Mr. Janakan’s vision was sustainable and inclusive growth. Even More Foods sources its millets directly from local farmers, ensuring they receive fair prices. Moreover, the company provides training on sustainable farming practices, enhancing the livelihoods of numerous farming families and promoting ecological balance. The commitment to sustainability goes beyond sourcing. Even More Foods invests in training farmers in sustainable farming methods. This not only ensures a steady supply of high-quality millets but also helps maintain the ecological balance in the farming communities.
Today, Even More Foods Pvt. Ltd boasts a diverse product line available in major retail chains and online platforms. They have successfully entered international markets, with exports to the US, Europe, and the Middle East. Their annual turnover has grown significantly, reflecting the rising demand for millet-based products. The financial trajectory of Even More Foods has been remarkable. With a growing demand for healthy, millet-based products, the company’s annual turnover has seen significant growth. This financial success underscores the rising popularity and acceptance of millets in the global market.
Looking ahead, Even More Foods Pvt. Ltd plans to further innovate their product line. They are exploring opportunities in ready-to-eat meals and functional foods, catering to the evolving needs of health-conscious consumers. Additionally, they aim to expand their network of farmers, ensuring a robust supply chain. Investment in advanced processing technology is another strategic focus for Even More Foods. By enhancing their processing capabilities, the company aims to improve product quality and consistency. This technological edge will help them meet the growing demands of both local and international markets. Efficiency in the supply chain is crucial for maintaining the high standards Even More Foods is known for. The company is continually working on improving its supply chain processes to ensure timely delivery and consistent quality of its products.
Even More Foods Pvt. Ltd's journey from a small home-based operation to a major player in the health food market is a testament to the potential of millet-based businesses. Through innovation, commitment to quality, and sustainable practices, the company has carved a niche for itself in a competitive market. The future looks promising as they continue to innovate and expand, bringing the benefits of millets to a wider audience.