An interview with Pankaj Mishra, Founder & CEO of Gatih Foods, Manufacturer of cow ghee, desi ghee, saffron, and dates
In this insightful conversation, we sit down with Pankaj Mishra, Founder & CEO of Gatih Foods, a leading manufacturer of premium products like cow ghee, desi ghee, saffron, and dates.
Pankaj shares his entrepreneurial journey, the vision behind Gatih Foods, and his commitment to producing high-quality, authentic food products that promote health and wellness. His story highlights the blend of tradition and innovation that drives his company’s success.
What inspired you to start Gatih Foods, and how did your background influence this decision?
Pankaj Mishra: Before starting Gatih Foods, I worked with an FMCG brand for almost six years, during which we built the brand from scratch to 200 crore in the honey and other categories.
The idea behind Gatih Foods was clear—there is still a significant gap in the FMCG sector where we can seize opportunities to build a business. With this intention, we launched Gatih Foods to create a sustainable brand. That’s how Gatih Foods was founded.
How do you ensure the quality and authenticity of your products, especially with something as traditional as ghee?
Pankaj Mishra: In terms of quality and authenticity, we have a well-established infrastructure at our factory, including an advanced laboratory where we conduct multiple levels of checks. This starts with the quality of milk we procure. We perform at least 20 different tests on the milk to ensure that there is no alteration or compromise in its quality.
Once the milk passes these tests, we also check the fresh cream, butter, and the final product, ghee. Additionally, we ensure that each batch is sent to an external lab for further validation.
To provide full transparency, we incorporate this test result into our branding through a QR code. By scanning the QR code on our packaging, consumers can access the external lab report for that specific batch.
This ensures that whatever our customers are buying and consuming is 100% authentic, and we provide independent proof through external lab validation, alongside our internal testing.
What marketing strategies have been most effective for Gatih Foods in building brand awareness?
Pankaj Mishra: In terms of brand awareness, our current approach involves a strong focus on visibility in modern trade and e-commerce platforms to ensure our products stand out. We aim to offer value to our customers by pricing our products approximately 10% lower than leading brands of similar or better quality.
Additionally, we invest heavily in keyword search to boost online visibility. We also engage in influencer marketing through Instagram and other social media platforms to reach a broader audience.
Looking ahead, we plan to expand our marketing strategy by launching ATL (Above The Line) campaigns. These will be a key part of our future marketing efforts.
What trends do you see shaping the FMCG industry in India over the next few years?
Pankaj Mishra: The FMCG industry in India is undergoing significant changes, largely due to the rapid transformation of the market.
With the widespread penetration of smartphones and broadband, even in tier 2 and tier 3 cities, it has become much easier to reach and engage directly with target audiences. This has led to a shift in consumer behavior, driven by two key factors:
- The increasing disposable income of consumers, which is expanding the addressable market for premium products.
- The rise of direct-to-consumer (D2C) brands, particularly in sectors like personal care and food, where premium products are gaining traction. For instance, products like A2G (A2 milk ghee) are being sold for as much as 2000 rupees per pack, reflecting the growing demand for high-quality, premium offerings.
Consumers now have more disposable income and access to information, which has made them more selective about the products they buy. There’s an increasing focus on quality and transparency, with people being more concerned about the health implications of the products they consume.
This shift is impacting all FMCG categories, from food to personal care to home care. Even in home care, there is a noticeable trend toward cleaner, more eco-friendly detergents.
The millennial generation, in particular, is driving these changes as they are more proactive about their choices and are willing to spend on products that align with their health and sustainability values.
As a result, the market for premium products is expected to grow significantly, and these shifts are shaping the future of the FMCG industry in India.
Are there plans to expand your product line beyond ghee, saffron, and dates?
Pankaj Mishra: Yes, we have plans to expand our product line beyond ghee, saffron, and dates. We are already working on this and intend to launch honey, along with several other product categories that are currently under development.
Product expansion and new launches are ongoing processes for us. We continuously evaluate different categories and products, identifying gaps in the market where customer needs are not being met by other brands.
Based on this, we make decisions about which categories to enter and which products to launch. We aim to introduce a few more products, likely by the fourth quarter.
What advice would you give to aspiring entrepreneurs in the FMCG space?
Pankaj Mishra: My advice for aspiring entrepreneurs in the FMCG space is to deeply understand the consumer and their needs. It’s not just about launching a product, but about ensuring that you’re addressing a real need in the market. Even if you have a great product, without understanding your target consumer, it will be challenging to succeed.
Additionally, India is a very diverse market, so distribution becomes a key factor for any FMCG company aiming to succeed. In the beginning, entrepreneurs should focus on getting their distribution right.
Once distribution is in place, the next phase should be centered around marketing and addressing consumer needs.
In summary, the first step should be to establish a strong distribution network, followed by focusing on consumer understanding and marketing strategies.
As our conversation with Pankaj Mishra wraps up, his passion for quality and authenticity stands out. Gatih Foods continues to elevate traditional food products, delivering pure and healthy options to consumers.
With a focus on sustainability and innovation, Pankaj’s leadership is paving the way for the future of natural, wholesome food, ensuring that Gatih Foods remains a trusted name in kitchens across the globe.
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