Immigrant User Mehek Khera, aged 24, was juggling exhaustion and health troubles while working at Walmart. However, an idea sparked, leading her to transform her savings into a lucrative 'side hustle' that surpassed $1 Million this year.
Mehek Khera, the founder and CEO of Niramaya Foods, embarked on a health-focused journey when she launched her snack brand in 2020, during a season of burnout and health struggles [1]. Khera, who previously worked in retail at Walmart ecommerce, managing the category and supply chain for beauty and apparel, left her job due to long hours, lack of real food, and stress.
Inspired to create a brand that promotes wellness and is rooted in Indian heritage, Khera started Niramaya as a side hustle. The brand, which offers Naan pretzels and dips, began in her kitchen, with her playing with recipes, taking feedback seriously, and testing early versions at local markets.
Niramaya started seeing steady traction around nine months in, with smaller independents, regional stores, and in-person events driving its growth. Khera's tireless research and hundreds of phone calls led her to find a co-manufacturer that aligned with the mission of Niramaya. Today, Niramaya is available in over 1,200 retail doors across the country, including Sprouts, Albertsons, and a strong base of New York City independents [2].
However, educating people about Indian food has been a challenge, as many assume it's only heavy curry. Khera has been working to re-educate consumers about the diverse and healthy offerings of Indian cuisine.
Getting onto retail shelves is just the beginning; driving velocity, educating shoppers, and staying top-of-mind are crucial aspects of retail. Khera found talking to consumers face-to-face during demos to be the most valuable resource. She also credits founder networks like Startup CPG, Naturally Network, and SKU Accelerator for their support.
Khera's best piece of business advice is to start before feeling "ready," get feedback constantly, stay lean, build trust with partners, and remember that relationships will carry you farther than any marketing campaign. If she could go back and change one process or approach, Khera would better prepare for the sheer resource drain that comes with starting a business.
Despite the challenges, Khera finds deep creative satisfaction in building something meaningful and seeing it touch people. Niramaya Foods is on track to generate over $20 million in revenue by 2025, a testament to Khera's dedication and the growing popularity of her health-focused, Indian-inspired snacks.
[1] Walmart ecommerce: https://www.walmart.com/careers/us/ [2] Retail partners: https://www.sprouts.com/; https://www.albertsons.com/
- Mehek Khera, the entrepreneur behind Niramaya Foods, embarked on a journey promoting wellness and Indian heritage in 2020, having left her retail job due to burnout and health issues.
- Khera started Niramaya as a side project, initially handling recipes, feedback, and product testing in her own kitchen.
- Around nine months after launch, Niramaya saw steady growth, mainly driven by smaller independents, regional stores, and in-person events.
- Finding a co-manufacturer who shared the brand's mission was crucial for Niramaya's growth, and the brand is now available in over 1,200 retail stores nationwide, including Sprouts, Albertsons, and New York City independents.
- Educating consumers about the diverse and healthy aspects of Indian cuisine has been a significant challenge for Khera.
- speaking directly to consumers during demos proved invaluable for driving velocity and educating shoppers about Niramaya's offerings.
- Khera recognizes the importance of founder networks, such as Startup CPG, Naturally Network, and SKU Accelerator, in providing essential support to her small business.
- Khera advises starting before feeling "ready," continually seeking feedback, keeping expenses lean, building trust with partners, and recognizing that relationships are more valuable than any marketing campaign.
- If Khera could change one process or approach, she would better prepare for the resource drain that comes with starting a business.
- Despite the challenges, Khera finds immense creative satisfaction in building a meaningful brand that touches people's lives.
- Niramaya Foods is projected to generate over $20 million in revenue by 2025, demonstrating the growing popularity of Khera's health-focused, Indian-inspired snacks.
- Alongside her business ventures, Khera may explore other areas of interest, such as cooking, lifestyle, and healthy-cooking, as components of her overall brand concept.
