Erode-based Sree Thiruchendur Murugan Foods, started by Dhivyadevi, manufactures quality, healthy Millet Murukku (savories), Millet Fruit-based Murukku, Millet Vegetable-based Murukku, Millet Herbal Murukku, Millet Flower Murukku (with traditional rice as the main ingredient), Healthy Ladoo (sweets) and Healthy drinks.
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ஸ்ரீ திருச்செந்தூர் முருகன் ஃபுட்ஸ் சிறந்த மருத்துவ குணங்கள் கொண்ட பாரம்பரிய அரிசி-தினை பொருட்கள் மூலம் ஆரோக்கியமான சமுதாயத்தை உருவாக்க முயற்சிக்கிறது
ஈரோட்டைச் சேர்ந்த ஸ்ரீ திருச்செந்தூர் முருகன் ஃபுட்ஸ் திவியா தேவி என்பவரால் தொடங்கப்பட்டது. இது தரமான மற்றும் ஆரோக்கியமான தினை முறுக்கு வகைகள்- தினை பழம் சார்ந்த முறுக்கு, தினை காய்கறி சார்ந்த முறுக்கு, தினை மூலிகை சார்ந்த முறுக்கு, தினை பூ சார்ந்த முறுக்கு (பாரம்பரிய அரிசி வகைகளை மூலப்பொருளாக கொண்டு), லடூ (இனிப்புகள்) மற்றும் பானங்கள் தயாரித்து வருகிறது.
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Business Profile – Sree Thiruchendur Murugan Foods
✓ Name of the Company: Sree Thiruchendur Murugan Foods
✓ Product-based/Service-based company: Product-based
✓ Industry/Specific area of business: Healthy Millet-based snacks
✓ Location: Erode, Tamilnadu
✓ Year of Start: 2021
✓ Name of the business founder: Mrs. S. Dhivyadevi
✓ Business description: Sree Thiruchendur Murugan Foods manufactures natural, healthy Millet Murukku (savories), Millet Fruit-based Murukku, Millet Vegetable-based Murukku, Millet Herbal-based Murukku, Millet Flower-based Murukku, Ladoo (sweets) and drinks.
✓ Business Mobile/WhatsApp No: 91-6382335927/9442308114
✓ Email: email@example.com
✓ Udyam Reg. number: TN-07-0052332
✓ FSSAI Registration number: 22422568000011
✓ Product List
– Fruit/Vegetable/Herbal/Flower-based Millet Murukku
– Use of Traditional rice varieties (Thooyamalli), Sunflower oil & 100% Cow Butter Ghee for cooking all products
# Benefits of their products
– Adoption of healthy consumption behavior incl. Flower-based Murukku (e.g., Hibiscus) & Herb-based Murukku (Tulsi)
– Improved digestion & immunity
– Packed with essential nutrients and minerals
– 100% natural with no artificial flavors, coloring agents or artificial flour
– No use of Ajinomoto/MSG or Roasted Bengal Gram
# Market Size: Health-focused foods & beverages market will reach $30 billion by 2027 (Report by Avendus Capital)
# Target audience: Kids, senior citizens & consumers of natural foods
# Market segmentation: Healthy snacks/Millet-based sweets & savouries
# Competition: Cottage industry & home-based businesses
#Availability in bulk quantity: Wholesale & Retail
# Future products: Manufacture of Country Sugar & replacement of flour with millet for making sweets
✓ No. of full-time employees: 5
✓ Working Days/Hours: 9-6 pm on all days of the week
✓ Address: 165, Chidambaram Colony, Periyarnager, Erode, Tamilnadu
✓ We’re looking for the following support:
# Customers (B2C/D2C)
# B2B Connects
# Funding/Investment (for scaling up)
✓We’re looking for the following support on a continuous basis:
# Digital Tech/Marketing
# Business Mentoring/
# International Exports
✓ Association with any business community forums, associations & organizations: By The Startups
Sree Thiruchendur Murugan Foods – Discount Offer
Get up to 5% Discount on MRP on all Products
Business Story – Sree Thiruchendur Murugan Foods
Healthy Snack Market in India
A report by Venture Intelligence reveals that the healthy snack market in India witnessed a remarkable surge in investments, amounting to $70 million in 2020. This figure represents a substantial growth compared to the $20 million invested in the previous year, 2019. Moreover, the report highlights that this upward trend is projected to continue in the forthcoming years, as investors increasingly appreciate the immense potential of this sector.
Increase in lifestyle-related diseases in India – Key facts
The surge in lifestyle-related diseases including obesity, diabetes, and hypertension has played a significant role in driving the demand for healthy snacks in India. According to a WHO report, India currently has over 77 million individuals with diabetes, and this number is projected to reach 101 million by 2030. As a result, consumers have become increasingly conscious of the importance of healthy eating, and the role of sensible snacking in maintaining a well-balanced lifestyle. A report by Research and Markets emphasizes that the millennial and Gen Z population in India exhibit the highest demand for healthy munching. These consumers are more knowledgeable about the ingredients used in the products they consume and are willing to pay a premium for healthier alternatives.
Sree Thiruchendur Murugan Foods’ special Vetrilai (Betel leaf) Ladoo
Concept of ‘Unave Marunthu’/ Food is Medicine
The phrase “Unave Marunthu” originates from Tamil and can be interpreted as “Food is Medicine.” This principle highlights the notion that food can serve as both nourishment and a means of healing for the entire body. Within Tamil culture, specific foods are believed to possess medicinal properties and are frequently utilized in traditional remedies. Turmeric, ginger, garlic, tamarind, and a range of spices and herbs commonly found in Tamil cuisine are examples of such ingredients. These everyday ingredients are proven to offer health advantages and are incorporated into various dishes to enhance overall well-being.
About Sree Thiruchendur Foods
Sree Thiruchendur Murugan Foods, based out of the turmeric city of Erode in Tamilnadu, provides a healthy Millet-based snack alternative that is fast catching up with today’s millennials. Started in 2021 by Dhivyadevi, once a homemaker, Sree Thiruchendur Murugan Foods manufactures healthy sweets and savories, and supplies them to many outlets in and around the city.
Talking to the BTS team, a passionate Dhivyadevi the founder of the startup says, “We manufacture healthy Millet Murukku (savories), Millet Fruit-based Murukku, Millet Vegetable-based Murukku, Millet Herbal-based Murukku, Millet Flower-based Murukku, Ladoo (sweets) and drinks that serve as healthy alternatives.
Started by Dhivyadevi and her husband Manesh, the company has its core millet value-based product as ‘Murukku’, a delectable and crispy snack that has its roots in South India. Its name, derived from the Tamil language, signifies its twisted shape. This savory delight is particularly popular in the southern states of Tamil Nadu, Telangana, Andhra Pradesh, Karnataka, and Kerala.
The inspiration behind starting the business
Let’s rewind to COVID-hit 2020 when the lack of immunity to the virus resulted in a state of fear for everyone, including young adults, which consequently led to a perpetual state of stress, anxiety, and depression. Dhivyadevi says, “I feel the post-COVID condition, and its adverse impact on public health, especially in Tamilnadu, prompted me to start the company. I wanted to make people consume natural foods in a wholesome way, particularly those prepared by using flowers and herbs that are easily available, although it has long been despised by today’s people.” She adds, “An example of one such flower is Sembaruthi (Tamil for Hibiscus) which can keep you active throughout the day. In today’s fast-paced life, natural foods are not readily available and highly unaffordable; therefore, my startup strives to address the problem of making natural foods accessible to all in an affordable way.”
“Have you ever tasted Avarampoo flower (Tanner’s cassia in English) Murukku, and enjoyed its benefits? You’ll be glad that you tried out our special Avarampoo millet-based savory.” – Dhivyadevi
What problem does the startup solve?
There are a lot of exotic flowers and herbs with medicinal properties, but there is not yet enough awareness of their specific benefits among the public. Also, eating fast food ingredients can be bad for your health, as they often include a lot of sugar, salt, and processed chemicals. Unhealthy oils can be high in calories and unhealthy fats. Consumers are unlikely to switch to healthier snacks without an increase in awareness. “Sree Thiruchendur Murugan Foods brings you healthy and tasty crunchy snacks that are made of healthy oils with organic ingredients making them easily accessible to the public,” says Dhivyadevi. She asks us, “Have you ever tasted Avarampoo flower (Tanner’s cassia in English) Murukku, and enjoyed its benefits? You’ll be glad that you tried out our special Avarampoo millet-based savory.”
USP of the Startup
“We’re the only startup in Tamilnadu that makes quality fruit/vegetable/flower/herb-based Millet Murruku which also has traditional rice varieties as its primary ingredient. Dhivyadevi, an MA (Tamil) and M.Phil degree graduate, had completed her teaching training and worked in a private educational institution before venturing into the startup space.
The increase in the prices of basic raw materials, increased labour rates, and shortage of labour for manual work are the biggest business risks that the startup faces. Other risks that the startup’s founder cites include a lack of awareness of the health benefits of Millet-based vegetables & fruit snacks and marketing challenges to take the business toward profitable growth and enduring success. But thanks to her regular customers who not only provide repeat business but also help in acquiring new customers through positive word-of-mouth. Dhivyadevi quips, “Customers are the biggest influencers for any business, don’t you agree”? She adds, “I ensure my customers feel acknowledged and appreciated; by doing so, they are more inclined to remain loyal and maintain a long-term relationship with us.”
Awards & Accolades of the Startup
Sree Thiruchendur Murugan Foods received the NNI Business Award earlier in 2023 and a special award from Sakthi Masala, a leading masala brand based out of Tamil Nadu.
“I wanted to create a healthy society that consumes traditional foods with medicinal properties, taking inspiration from Siddha classical texts.”
The Future Ahead
Though the startup has witnessed decent product sales since its start, mainly through stalls, expos, and networking meets, its immediate need is to connect with more grocery shops, provision & general stores, sweets & savory shops, canteens, tea stalls & cafes, bakeries & cake shops, restaurants, shopping malls, departmental stores, distributors, wholesalers, and retailers. The startup has also planned to open its first outlet soon near its factory.
Talking about the startup’s overall vision, Dhivyadevi wanted to create a healthy society that consumes traditional foods with medicinal properties, taking inspiration from Siddha classical texts. The startup is currently operating with its own resources, and is actively seeking funding opportunities to have a robust marketing plan in place.
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