Built from one honest question:
Why can't Indian families eat better food?
Not a factory story. Not a corporate mission. A real story about discovering what food is supposed to taste like and refusing to go back.
It started the way the best things do — with taste.
Avantika and Praveen were eating honey from one of India's most trusted brands. The kind you find in every supermarket. The kind that says "pure" on the label. And something felt off. Not terrible — just not right. Not the way honey is supposed to taste.
So they started asking questions.
They found a small producer who kept bees the way it had always been done. Single-origin. Unprocessed. No added sugar. No artificial thickening. The moment they tasted it, they understood what the difference was.
It was honesty.
That honey tasted the way honey is supposed to taste. It hadn't been improved or optimised. It had simply been made right.
That was the beginning of Love of India — not a business plan, not a market research report, but a moment of recognising what real food actually feels like.
Once you see the gap, you cannot unsee it.
Avantika and Praveen were already deeply involved in India's growing D2C ecosystem — working with promising brands, helping them scale, watching closely what made some of them earn genuine customer loyalty while others faded. Rahul, their partner in the firm, had spent those same years building the technology and digital operations behind some of India's most promising D2C businesses.
Along the way, they kept meeting the people at the other end of the supply chain: farmers, small producers, artisans who had been quietly perfecting their craft for decades — and selling to middlemen at a fraction of what their product deserved.
One of them had ghee.
A small producer. Cold-processed. Made from grass-fed cows. The kind of ghee that smelled like a grandmother's kitchen. Avantika tasted it and knew immediately. This belonged in every Indian home.
They added ghee to the honey. Then came the khade masale — whole spices sourced directly from growers, export quality, the kind that made the difference between a meal that was fine and a meal that stayed with you.
Three products. One principle: source only what is genuinely better. Never compromise on what goes inside.
WHY THIS BECAME A BRAND
Avantika, Praveen and Rahul had spent years on the other side of the table — building growth strategies for consumer brands, understanding what made them scale and what made them stall.
Between the three of them, they had seen what it took to build something real in the Indian D2C space. They had seen how consumers responded when a brand told the truth about ingredients, about sourcing, about why a product cost what it cost. They had seen, close up, what happened when brands cut corners to compete on price.
They had the sourcing relationships. The category knowledge. The digital infrastructure. And — most importantly — products that deserved a better platform than a local supplier network could offer.
Love of India was not launched as an experiment. It was launched as a conviction: that Indian families deserved a brand that treated their kitchen and their health with the same seriousness that they themselves did.
They started with three products and added only when they were certain.
Every product that has come into the Love of India range since then has followed the same process: identify a gap in what is honestly available, find the producer who is doing it right, verify through sourcing visits and quality testing, and only then bring it to the customer.
Health supplements. Ayurvedic formulations. Regional spice blends. Specialty coffees. Each one earned its place — not because the category was trending, but because the product was genuinely good.
The brand has stayed selective on purpose. Not because it is modest, but because selectiveness is the point. Every product here is here because it passed the test that started this brand: does it taste, perform, and deliver the way it is supposed to?
That has always been the only rule.
Love of India is trusted by over 5,00,000+ Indian families across the country.
Not because of clever advertising. Because the product delivers what it promises. Because the customers who try it come back. Because word of mouth, in the end, is the only marketing that actually works.
The products are sourced directly. Tested rigorously. Priced honestly. Packed carefully. And delivered to your door with the same care that went into every step before they reached you.
This is still, at its core, the same brand it was when Avantika and Praveen tasted honey and asked the question that started everything.
We just have a lot more people asking it with us now.
THE PEOPLE BEHIND IT
To the families who eat with us every day:
Thank you. You are why the standard stays high. Every time you come back, you are telling us that doing it the right way is the right business decision. We intend to keep earning that.
— Love of India
