MSME SuperPower:

A Mother’s Quest, Nature’s Answer

Preeti Rathore

Co-Founder, Amritatva, Jaipur, Rajasthan

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My journey into the world of food innovation began in my own kitchen. Driven by a mother’s concern, when I discovered my son’s gluten and lactose intolerance, it wasn’t just a dietary challenge; it was a call to action. I was determined to find a solution that would not only cater to his needs but also introduce him to the joys of eating without having to be mindful of allergic reactions from food.

In this quest for healthful, allergy-friendly food, I encountered an unassuming yet remarkable ingredient: the oyster mushroom. This was a chance discovery —a natural solution that was rich in protein and antioxidants, yet naturally vegan and gluten-free. Teaming along with my husband, Maanveer, we embarked on a culinary adventure that would redefine not just our family’s diet but also our career paths.

The year 2019 marked our transition from mere consumers to culinary innovators. With oyster mushrooms as our main ingredient, we ventured into creating an array of products. These were not just alternatives; they were imaginative creations—a testament to the versatility of oyster mushrooms. From foundational powders to delightful pasta, khakhra, and cookies, our offerings at Amritatva Foods became a celebration of this humble yet powerful ingredient.

Beyond introducing novel products, we pioneered a new culinary narrative. One where an unlikely mushroom took center stage, challenging assumptions of what an ingredient could be. Our creations stretched the bounds of possibility, paving the way for oyster mushrooms in everyday cooking.

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The Science and Potential of Oyster Mushrooms

Oyster mushrooms are more than just a culinary delight; they are a powerhouse of nutrition. With an impressive 80% protein absorption rate, they are also packed with antioxidants and anti-inflammatory properties.

While moderation is key—limiting daily intake to about 10 grams—it’s a boon for those with Celiac’s disease. For the 1 in 100 grappling with this gluten sensitivity, oyster mushrooms offer a nutritious, vegan protein alternative.

Our journey was not without its fair share of hurdles. Introducing a niche product demanded extensive research and a strategy to garner customer interest. Our determination led us to a funding session at IIM Ahmedabad in 2021, securing crucial funds and validation for our endeavor.

Walmart Vriddhi: A Catalyst for Growth

In October 2022, a pivotal moment arrived. I enrolled in the Walmart Vriddhi program, an experience that was nothing short of transformative. The skills and insights I gained empowered me to take Amritatva to digital storefronts like Flipkart. The impact? A staggering 200% surge in our revenue.

Today, we’re a growing team of 10, dedicated to delivering quality. Our product range has expanded to over 20 offerings, from chips and chocolates to pickles and badi, all centered around our star ingredient—oyster mushroom powder.

Envisioning a Global Superfood Legacy

Amritatva, for me, isn’t just a brand; it’s a vision. A vision to see oyster mushrooms grace kitchens worldwide, recognized for their superfood status. As our customers continue to laud the health benefits and versatility of our products, my dream only grows.

Beyond mushrooms, I envision a future where we introduce more vegan, gluten-free products like millets, continuing our commitment to health and wellness. As we journey ahead, our goal remains steadfast: to nourish the world with the best of nature, one superfood at a time.

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