When Jyoti Joshi and Nandita Singh started sharing small batches of homemade kanji with friends, the results were immediate: less bloating, more energy and markedly better digestion within days. What began as an experiment soon became Pune’s first fermented-wellness kitchen and, within months, a repeat-driven micro-business. Today The Kanji Company is on a mission to bring that same traditional gut-care into daily Indian life.

The everyday problem they solve

Acidity, bloating, low energy and poor digestion are routine complaints across households. Rather than positioning kanji as a niche wellness fad, The Kanji Company treats it as a culturally rooted, affordable daily beverage and meal ingredient — a practical alternative to imported trends such as kombucha or supplement stacks. Their proposition: authentic fermented kanji, prepared with clean-label ingredients, that delivers noticeable benefits in 2–3 days and encourages habitual use.

What sets them apart

• Cultural authenticity. Product recipes are grounded in Indian fermentation traditions rather than transplanting foreign trends.

• Daily usability. Products are designed for repeat consumption: drinks, kanji bowls, and fermented ready-to-eat meals that fit ordinary routines.

• Affordability and simplicity. Clean-label formulations without preservatives make the proposition accessible to families, not just wellness enthusiasts.

• Rapid perceived impact. High repeat rates suggest users experience tangible benefits quickly — a powerful signal of product–market fit.

Traction and milestones

• 5,000+ completed orders driven primarily by product quality.

• 70–80% repeat users, indicating strong retention and habitual usage.

• Credited with introducing India’s first Kanji Bowls & a fermented-meals category.

• Built organic demand on India’s major food-delivery platforms (Swiggy & Zomato).

• A women-led brand that prioritises trust, consistency in fermentation, and customer feedback.

“Your body knows the truth. Listen to it.” — Jyoti Joshi

Mission and long-term vision

Today, the company’s mission is to reintroduce traditional Indian fermentation into everyday diets. Long-term, they aim to be India’s leading fermented-wellness brand with a portfolio spanning beverages, ready-to-eat fermented bowls, and retail packs across major cities — making gut health simple, affordable and culturally relevant.

Founding team and approach

Founded by Jyoti Joshi and Nandita Singh, the team brought complementary strengths to an idea that started at home and scaled through rigorous iteration. The company’s early strategy emphasised product quality, repeatability of fermentation, and listening closely to consumer feedback—choices that accelerated trust and word-of-mouth growth.

Hiring philosophy

At this stage, the company values:

• Reliability and ownership

• Curiosity and appetite to learn quickly

• Passion for wellness and problem-solving in fast-evolving environments

Technical skills are teachable; culture-fit traits like ownership, honesty and learning mindset are non-negotiable.

A defining challenge — and a takeaway

As first-time founders with no prior food-tech or branding experience, Jyoti and Nandita learned every aspect of the business hands-on: fermentation science, packaging, supply chain and customer trust-building. That steep learning curve instilled resilience, operational discipline and a deep connection to customers — the very forces that have driven early traction.

Advice for young founders

Start small, test constantly, and listen to your users more than your plan. Real growth comes from understanding daily behaviours and solving tangible frictions — not from perfect strategies on paper.