Pairing Chennai laddu with scotch whisky

The company, which is attempting to rebrand the laddu as an accompaniment, not just to tea and coffee, but even scotch whisky with its eclectic range of laddus, including a spicy variant, is planning to make fresh investments that will help it achieve revenues of Rs 100 crore over a period of three to four years.

The two-year-old start-up which has four manufacturing units across India, including one in Coimbatore and Chennai, will be targeting over 50% of the revenue through exports alone. It is promoted by three engineers, Murali Cherat, the Founder & MD; R

Dhamodaran, Co-Founder & CEO; and Arul Nambi T, Co-Founder & CTO. Murali tells us, “Our objective is to promote the consumption of Indian millets on a global scale, with our laddus. We also want to make the laddu as popular an indulgence as the chocolate. We do not use white sugar, khoya or preservatives to make our laddus, which makes them suitable for consumption even among people with dietary restrictions.” Murali explains, “The US is one of the biggest markets for our products.

Currently, more than 60 per cent of the company’s revenues come from the export market. And more than 36% of the orders from Amazon, US comes from non-Indians.

Repeat purchases are increasing in the double digits from more than 50 retail outlets across US. Our R&D centre in Charlotte is dedicated for developing products for the mainstream market.”