Mithila Foods: Bringing Authentic Bihari Flavors to India’s Big Cities

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Mithila Foods, founded in 2024, delivers authentic Bihari and Jharkhand staples like sattu and makhana powder to Indian metros via its D2C platform. Auto-published by Growwh – a smarter way to scale content and marketing. Want to know more? Chat with us. For many young professionals and students migrating from small towns in Bihar and Jharkhand to India’s metro cities, the challenge isn’t only the bustling lifestyle but also missing the authentic flavors of home. Staples such as sattu, katarni chuda, and makhana powder carry deep cultural significance but are hard to find beyond their native regions. Mithila Foods, a direct-to-consumer (D2C) brand founded in 2024 in Dumka, Jharkhand, is dedicated to bridging this gap by delivering traditional foods from Bihar and Jharkhand to the kitchens of Mumbai, Delhi, Bengaluru, and other metros. Origins of Mithila Foods: A Journey Rooted in Nostalgia The idea for Mithila Foods was born out of the personal experiences of three friends — Shubham Sunderka from Sitamarhi and brothers Ankit and Anshu Kumar from Dumka — who struggled to find authentic Bihari and Jharkhand regional staples while studying at IIT Bombay starting in 2012. Despite pursuing careers in marketing, FMCG, and design, the persistent longing for their native cuisine inspired them to create a solution. “Every trip home meant bringing back at least 10 kgs of sattu. It wasn’t just about taste—it was about keeping my cultural identity in an unfamiliar city,” says Shubham Sunderka, CEO of Mithila Foods. Wide Range of Authentic Mithila Food Products Mithila Foods offers 25 diverse Stock Keeping Units (SKUs), available both on its official website and major ecommerce platforms such as Amazon, Flipkart, and JioMart. The product line comprises authentic regional staples including: Govindbhog rice – a fragrant aromatic rice variety Katarni chuda – traditional flattened rice Gumla ragi atta – nutritious millet flour from Jharkhand Bihari makhana powder – derived from fox nuts, a regional superfood Roasted chana – a high-protein superfood praised as a healthy alternative to popcorn Sattu – available in plain, jeera (cumin), and jaggery flavors, rich in plant protein Other offerings such as flax and sunflower seeds, roasted mustard, plus pooja essentials like ghee and incense The products are made in the Mithila region, maintaining strong direct relationships with local farmers and manufacturers to ensure quality and authenticity. The startup emphasizes traditional methods without using harmful additives, palm oil, or artificial colors. This commitment results in products naturally rich in protein, fiber, calcium, and other nutrients, despite their shorter shelf life of six to twelve months. Ensuring Quality and Natural Integrity All Mithila Foods products are FSSAI-approved and undergo rigorous lab testing, with batch rechecks every three to six months to maintain the highest standards. Co-founder and COO Ankit Kumar explains: “We do not use palm oil, harmful additives, or artificial colors.” The product pricing ranges from Rs 150 to Rs 1,500, available in packages from 100 grams up to 5 kg, catering to various customer needs. Why Cultural Authenticity Matters Mithila Foods primarily serves customers from Bihar and Jharkhand living in Indian metros, helping them reconnect with their culinary roots. The brand’s tagline, ‘the traditional taste of Bihar’, reflects its mission to highlight the uniqueness and exclusivity of products made in Bihar and Jharkhand. Interestingly, Mithila Foods’ popularity has also grown in India’s North East, where similar food cultures resonate with their product range. Bihar dominates production of key ingredients like makhana, accounting for over 85% of India’s total supply as per the Directorate of Horticulture. Mithila Foods aims to bring such stories and the rich heritage of Bihar to the forefront on a national scale. Growth and Expansion Backed by Seed Funding Starting from a small operation without basic facilities such as printed packaging or sealing machines, Mithila Foods confronted various operational and technical challenges before scaling. Since its launch, the startup has achieved an impressive 40% month-on-month growth rate, growing from an initial investment of Rs 3 lakh to generating Rs 30-35 lakh in monthly revenues. With aspirations to reach Rs 1 crore in revenue by Diwali 2025, the founders successfully raised Rs 1.5 crore in seed funding from Aviral Bhatnagar of AJVC in January 2025 to fuel online growth and improve infrastructure. Plans for National and International Reach Mithila Foods plans to expand beyond online retail, aiming to enter offline retail formats with supermarkets and chains such as DMart, Reliance, and JioMart. The startup is also preparing to launch its products in the USA, following positive international customer demand. Shipments to Amazon USA are already underway for an imminent launch. Additional product lines under development include homemade thekua (handmade cookies) and Bihar-style pickles, with a focus on empowering local women through production opportunities. Celebrating Mithila’s Heritage Through Food Mithila Foods intends to be more than just an FMCG brand. It aims to revitalize the culinary traditions of Bihar and Jharkhand, making regional staples accessible for daily consumption and festive occasions like Diwali and Chhath Puja even in distant metros. Through its Instagram platform Mithila Stories, the company highlights success stories from the Mithila region, showcasing artists, professionals, and leaders to break stereotypes and reshape public perceptions of the region. “Bihar and Jharkhand are often seen only as states of labour and poverty, but we want to showcase their rich culture and change that narrative,” says CEO Shubham Sunderka. Mithila Foods is not just delivering food products; it is delivering a sense of belonging and pride to millions, packaged in tradition and served with authenticity. Source This article was auto-generated as part of a smart content campaign. Curious how we do it? Chat with us to learn more about our content automation systems.

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