‘Manxho' takes NE's smoked meat tradition to masses
Dibrugarh: What began as a passion project by three entrepreneurs from Khowang, a remote village in Dibrugarh, has blossomed into a remarkable success story within India's food sector.
'Manxho', a meat delivery startup founded by Jitu Bora, Diganta Saikia and Vardhan Saikia, has effectively commercialised traditional smoked meats and pioneered their distribution throughout India, introducing the rich, smoky flavours of Assam to dinner tables nationwide.
Founded shortly after the Covid pandemic in 2020, 'Manxho' (meaning 'meat' in the local language) was established with the vision of standardizing and preserving the northeast's age-old smoked meat traditions.
For many years, smoked pork and other meats were produced in small batches, enjoyed locally, and seldom found outside the region.
"Smoked meat is a cultural heritage in Assam and the northeast. We aimed to make these flavours available to everyone, while ensuring hygiene, taste and authenticity," said Bora.
Their hard work yielded impressive results. In 2022, 'Manxho' was honoured with the prestigious 'Son of the Soil Awards Assam,' presented by Union minister Sarbananda Sonowal in Dibrugarh, recognizing their successful rural startup story.
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The brand's innovation continued with the recent launch of a line of ready-to-eat (RTE) meat products.
"Our RTE range is revolutionary. Whether you're a student, traveller, or someone in a remote area with limited cold storage, you can now savour authentic Assamese meat dishes at any time, from anywhere," Bora said.
What distinguishes 'Manxho' is its blending of tradition with technology. Their product offerings — including smoked pork, smoked chicken, smoked fish, smoked duck and tribal-inspired spice blends and pickles like Bhoot Jolokia pickle, smoked pork pickle and axone pickle — are sourced, aiding local farmers and safeguarding regional recipes.
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