27-05-2025
Pune Inc: How this duo behind Grainstorm and their all-women team are revolutionising snacking
Some of the machines at the Hadapsar factory of Grainstorm, a company that makes snacks from locally sourced ingredients, are quite large, reaching around 15 feet in height. The technician, who came to install the machine, told Grainstorm's founders, Neeta and Deepak Kamath, 'Ek to aapko aadmi rakhna padega (You have to employ at least one man)'.
Deepak turned to the all-women staff at the factory for their response. The team challenged the male technician, climbed to the top of a 15-foot machine and carried out the tightening of bolts as required. Deepak, the only other male on the factory floor, remembers the incident as evidence of the core ethos of Grainstorm, a company run by women who not only create artisanal snacks in eco-friendly packaging but also champion healthier traditional food choices.
Grainstorm's products – Quinoa Mild Chilli Crisps, Jowar Rustic Spice Crisps, Tangy Beaten Rice Crisps and Ragi Zesty Cheese Crisps, among others – occupy shelf space alongside premium and imported products at more than 50 upmarket stores in Pune. 'Our target market is, demographically, between 25 to 45 years old; the upwardly-mobile Indian man and woman who want these snacks for themselves and their children because they are worried about snacking on junk food,' says Deepak.
A study from 2018 by the International Food Information Council has shown that millennials are more conscious of making healthy food choices compared to their elders. According to the study, 80 per cent of millennials prioritise health when choosing foods as opposed to 64 per cent of those born between 1946 and 1964. In India, according to market research company IMARC Group, the size of the Indian snacks market is going to soar to Rs 95,521.8 crore by 2032 – it was Rs 42,694.9 crore in 2023 – on the back of popularity, increasing implementation of quality standards by the Food Safety and Standards Authority of India and growing numbers of e-commerce brands, and better distribution networks.
The Kamaths did not have these stats in mind when, in 2018-2019, they set up Grainstorm. Neeta was a professor of Economics at Wadia College and Deepak, an MBA, had a family business in electronics but 'always wanted to do something in the food business'. 'He always talked about it… I, too, was looking to do something different, change my track,' says Neeta. One of their friends was M A Tejani of Gits Food Products Pvt Ltd, which makes ready-to-cook and ready-to-eat products. Things fell into place in 2018-2019 and they started making papads as a way to revive traditional Indian snacks. Just as they started building customers, Covid-19 hit.
'We had not yet built a fully-fledged team as there were only three or four women staff members with us. We used to do a lot of Research and Development. This was the time when the millet revolution was picking up. 2021 was declared as the International Year of the Millet then 2023 was declared as the Indian Year of the Millet. We got that boost and went into that line. It was something different we were trying with millets. People started saying that these tasted really good. We started using our in-house seasoning. We do not want any preservatives or chemicals. From milling to packaging, all the processes are carried out in-house. We have developed all the recipes within our premises with the team members,' says Neeta. She adds that the base crisps are prepared and dried indoors in a sanitised and dust-free environment and, then, flash-fried in five seconds at a high temperature in customised equipment.
Neeta had taught women's empowerment and financial inclusion for years but Grainstorm became her platform to put her ideas and ideals into practice. The women who handle production, sales and promotion come from underprivileged homes and receive training from the company. The effort seems to be paying off as Grainstorm is targeting earnings of Rs 80 lakh by the end of the year.
'One of the things we have learned is that people like taste over health,' says Neeta. 'We call our products 'sensible snacking' rather than 'healthy snacking' because healthy food is perceived to be non-tasty food. We made our food tasty from the beginning. Our customers are looking to eat good and tasty food but want to avoid the nasties, such as trans fat, cholesterol, much saturated fat and sugar,' says Deepak.
Driven by the concept to make our food flavoursome, the company decided that the way to go was to get as close to the traditional manufacturing system as possible. 'We have customised a lot of our machines to ensure that traditional handmade techniques could be replicated,' he adds. After all, Indians had been snacking for decades before foreign chips and other munchies came in.
Dipanita Nath is interested in the climate crisis and sustainability. She has written extensively on social trends, heritage, theatre and startups. She has worked with major news organizations such as Hindustan Times, The Times of India and Mint. ... Read More
