Interview with Trailukya Dutta, Co-founder of THOLUA PRATISTHAN

An exclusive interview with Trailukya Dutta, Co-founder of THOLUA PRATISTHAN: Nourishing Mind and Body Through ‘Mood Food’ and ‘Back to Basics’ Philosophy

Trailukya Dutta, a visionary entrepreneur and the co-founder of THOLUA PRATISTHAN, has been a beacon of innovation in the world of holistic wellness. His unique approach, centered around the principles of ‘Mood Food’ and a ‘Back to Basics’ philosophy, has transformed the way we think about nourishing both our minds and bodies.

With an unwavering commitment to promoting a healthy and harmonious lifestyle, Trailukya has embarked on a remarkable journey that redefines the very essence of well-being. In this interview, we delve into the insights, inspirations, and aspirations behind THOLUA PRATISTHAN, offering a glimpse into the remarkable fusion of tradition and modernity that underlies their mission.

Trailukya, could you share the inspiration behind founding THOLUA PRATISTHAN PVT LTD and your personal journey that led you to the “Get back to basics” and “Mood Food” concept?

Trailukya Dutta: My journey has been a quest to bridge the gap between our urban lives and our innate connection to nature. It’s a quest to find ways to nourish our bodies and minds in the fast-paced world we inhabit. And it’s a reminder that, sometimes, the most satisfying and nurturing experiences can be found by reconnecting with our roots and embracing the simplicity of homely, natural foods.

I was born and raised amidst the breathtaking beauty of lush green tea estates in the district of Dibrugarh, Assam. Surrounded by nature’s bounty, I couldn’t help but be enchanted by the wonders of the natural world.

However, when circumstances led my family to relocate to a semi-urban area in pursuit of better education for us, I began to witness a stark contrast in lifestyle preferences. Even at a young age, I could sense the allure of living in harmony with nature.

Decade later, I found myself in Delhi, pursuing higher studies in International Business. This marked the beginning of a new chapter in my life, one that exposed me to the fast-paced, concrete jungles of urban and metro areas around the world.

Post this during my corporate career spanning another decade, I started to feel a growing disconnect between people and the natural world.

I began to notice how essential micronutrients were for our immune systems and how cognitive function was crucial for keeping up with the demands of our dynamic jobs. What struck me most was the challenge of accessing the right kind of food that our bodies needed as their basic fuel.

Many a time, I resorted to having items couriered from my hometown just to maintain a semblance of the nourishment I had once enjoyed.

Moreover, I observed a remarkable phenomenon: when people returned to their native places and indulged in the wholesome, homely foods they grew up with, their satisfaction levels soared. These observations led me to question the gap between our modern urban lifestyles and our essential connection to nature.

To dig deeper into this issue, I delved into the realms of consumer neuroscience and neuromarketing, studying at institutions like the Copenhagen Business School and exploring topics such as the Future CMO program at IIM Kozhikode.

These academic pursuits allowed me to further understand the intricacies of our relationship with futuristic thinking, food, health, and mindfulness.

This was exactly the point where I started thinking about a journey to impact the lives of us and the coming generations in a sustainable way.

In a world filled with various health and wellness startups, what sets THOLUA apart in terms of its mission and approach to holistic well-being?

Trailukya Dutta: Our journey is all about bringing back the native and natural aspects into people’s lives. Even the name THOLUA, embodies the essence of being native in the Assamese language. We must recognize that the rapid urbanisation we’ve seen was primarily driven by the pursuit of wealth and industrialization.

As humans, we find ourselves entwined in this urban web, whether by chance or destiny. But no matter how far we venture from our roots, there’s a compelling force that draws us back towards our core.

This force, akin to gravity, pulls at our hearts and minds until we find our equilibrium. This state of equilibrium is a remarkable phenomenon, shaped by various factors like our gut flora, our genetic codes, our reactions towards certain tastes and textures, and the structure of our brains etc.

As a startup, our mission is to bridge this gap and assist consumers in accessing what they need to attain mindfulness. We’re here to reconnect with the native essence, to help rediscover the natural balance that lies within, and to support on the journey to a more mindful and fulfilling life. Thank you for being a part of our mission.

Your products, particularly the Quick Pops or Mood Food, incorporate native ingredients from North East India. Could you tell us more about how these ingredients contribute to mindfulness and well-being?

Trailukya Dutta: A healthy gut microbiome is increasingly recognized as crucial for both physical and mental well-being and it is one of our focuses while designing the recipes. We include naturally processed, fermented and probiotic-rich foods, which can have a positive impact on gut health. We blend natural spices that not only have tantalising flavour but also support satisfaction and  cognitive well being.

The nutritional properties of our Mood Food have the possibilities to influence the happy hormone of the body and create a refreshing mood. Imagine someone being in a monotonous mood and feeling lethargicness or burnout, a munch on the Mood Food can break that monotony by positively providing micronutrients and not irritating the gut flora.

Accessibility to natural wellness products is a challenge for many in India. How does THOLUA ensure that your products reach a wider audience and remain affordable?

Trailukya Dutta: With the rapid improvement in logistics infrastructure in our country, the troubles for consumers of accessing natural wellness products is narrowing down gradually. The likeliness of shopping through e-commerce mode is increasing and it is a good sign to reach consumers directly by remaining available and affordable.

We are also making ourselves available in different e-commerce platforms and through our website www.tholua.com where consumers can buy directly from us and get delivered products from the fresh batches.

Can you elaborate on the science-backed aspects of your products, such as the inclusion of bio-active ingredients like Black Garlic, Ashwagandha, Tulsi, and Javitri, and how they enhance cognitive wellness?

Trailukya Dutta: Black Garlic, Ashwagandha, Tulsi (Holy Basil), and Javitri (Mace) are natural substances that have been associated with potential mood-boosting properties, and they may influence the release of certain hormones and neurotransmitters that contribute to feelings of happiness and well-being.

Black Garlic contains a compound called S-allyl cysteine (SAC), which has antioxidant properties and may help increase the availability of serotonin, a neurotransmitter associated with mood regulation.

Ashwagandha and Tulsi (Holy Basil) is an adaptogenic herb known for its ability to help the body adapt to stress. Research suggests that ashwagandha can reduce cortisol levels, which is a stress hormone. High cortisol levels are associated with increased stress and anxiety. Also Nutmeg contains myristicin, if consumed in small culinary amounts, it may have a mild calming effect.

These ingredients are already used in traditional remedies to alleviate symptoms of anxiety and promote relaxation. However we are creating a tasty and convenient blend of quick pops by using these ingredients making them easy accessible and convenient for consumption.

The health-focused food and beverage market in India is on the rise. What market trends and consumer behaviours led THOLUA to enter this segment, and how do you anticipate your products will meet evolving consumer needs?

Trailukya Dutta: Over the past decade, there has been a significant shift in consumer awareness towards well being through food habits, and this transformation has played a pivotal role in shaping the road map for THOLUA. Today the society pays extra attention on building brain capital consisting of brain skills and brain health to cope up with modern societal challenges and driving innovation.

Recently the World Health Organization (WHO) defined brain health as “the state of brain functioning across cognitive, sensory, social-emotional, behavioural and motor domains, allowing a person to realise their full potential over their life course, irrespective of the presence or absence of disorders.

Many determinants are known to impact brain health and continuous interactions between these determinants plus an individual’s context lead to lifelong adaptation of brain structure and functioning.”

According to a research paper published in the Journal of Agriculture and Food Research in December 2020, a remarkable 44% of consumers are willing to pay, on average, an additional 9% of the price to purchase their preferred health and wellness food products.

We are positive about the direction we are navigating with the mood food. Although consumers are aware about the negative effects of ultra processed snacks, they still refuse to give up snacking for various logical reasons. 

In this gap our Mood Food will work as a lifestyle antidote, better for you snacking opportunity, loaded with basics of snacking, letting them be with the trend and also satisfying them by connecting with the roots.

Given the strong competition in the healthy snacking market, how do you plan to carve a niche for THOLUA and differentiate your brand from others?

Trailukya Dutta: We understand how we can add value to people’s life and delivery mechanism along with the market segment is well defined. The functional food and beverage market is evolving with many aspiring brands and may become clutter in future.

With our unique value proposition and uncompromised mission to connect consumers with the essence of their emotion of being native, we will surely be able to carve a niche of THOLUA.

Could you share some of the challenges and milestones you’ve encountered as a startup in the Food and Biotechnology sector, especially considering the unique nature of your products?

Trailukya Dutta: Thanks to the entire team THOLUA and investing partners we have been able to meet a few important milestones yet despite the few limitations we are facing due to our geographical reach with our subsidiary industries.

We are yet dependent on other states like Delhi/NCR, Gujarat, Maharashtra for a NABL Laboratory certificate or good quality of packaging material supply. The major support needed for research and development is being fulfilled through the BioNest IASST and Guwahati Biotechnology Park, and we are happy with the support provided to us.

Your mission is to promote mindfulness and happiness in today’s fast-paced world. How do you envision THOLUA contributing to a more balanced and harmonious approach to well-being, and what are your future goals in this regard?

Trailukya Dutta: THOLUA’s vision is to inspire a shift towards a more balanced, mindful, and harmonious approach to well-being by reconnecting people with nature and native ingredients. Our future goals are aligned with aiming to make a meaningful and lasting contribution to the health and well-being of individuals and the planet.

Our future goals in this regard are centred around several key initiatives:

Promoting Native and Natural Foods: THOLUA is committed to bringing back the importance of native and natural foods in daily lives by raising awareness about the nutritional and holistic benefits of such foods, emphasising their connection to local ecosystems and sustainable agricultural practices.

Supporting Sustainable Agriculture: THOLUA strives to support sustainable and eco-friendly farming practices that respect the environment and prioritise the well-being of local communities. By collaborating with farmers and promoting ethical sourcing, we aim to contribute to a healthier planet.

Community Engagement: We aspire to build a community of like-minded individuals who share our values and passion for well-being. This community will serve as a platform for knowledge sharing, mindfulness practices, and support on the journey toward balanced living.

Research and Innovation: THOLUA will continue to invest in research and innovation, exploring the science behind the connection between nature, nutrition, and well-being. We seek to develop new products and solutions that align with our mission.

Global Reach: While rooted in native traditions, THOLUA aims to have a global impact. We envision expanding our reach to promote a harmonious approach to well-being worldwide, encouraging people to reconnect with nature and prioritise mindfulness in their lives.

Advocacy for Well-being: THOLUA will actively advocate for well-being at both individual and societal levels. We will engage with policymakers, organisations, and communities to promote holistic well-being as a fundamental aspect of a healthier and more harmonious world.

Trailukya Dutta’s trailblazing venture, THOLUA PRATISTHAN, represents a compelling fusion of ancient wisdom and contemporary insights in the realm of holistic wellness. Through the ‘Mood Food’ and ‘Back to Basics’ philosophy, he and his team have created a haven where individuals can embark on a journey of self-discovery and well-being.

In this interview, Trailukya shared his vision, passion, and the profound impact his organization has made in promoting a balanced and fulfilling lifestyle.

As we look to the future, it is clear that THOLUA PRATISTHAN’s innovative approach will continue to be a guiding light, reminding us of the timeless wisdom that nourishing both our minds and bodies is key to a life well-lived.

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