We are fighting the
Invisible Crisis.
India is the diabetes capital of the world. 73% of us are protein deficient. The solution isn't another supplement. It's fixing our staple food.
The Indian Paradox
WHY WE ARE UNHEALTHY
Despite rising incomes, our metabolic health is crashing. The culprit hides in plain sight: our carbohydrate-dominant plate.
Carb Heavy Diet
Our plates are dominated by Rice and Roti. We eat 3x the recommended carbohydrates, spiking insulin daily.
Protein Deficient
Most Indians get less than 45g of protein daily. We need at least 60g for basic muscle repair and immunity.
The Kitchen Insight
FROM THE FOUNDER'S DIARY
The Failed Experiment
"I tried selling Protein Bars and Powders. They failed. Why? Because they required Behavior Change. You have to remember to eat them. Food should not be a chore."
The "Lady of the House"
"I realized the gatekeeper of Indian health is the Mother. She buys for Reliability, not just health. If the Roti turns hard, the product is thrown out. No second chances."
"To change the health of a nation, you don't change their diet. You upgrade their ingredients invisibly."
The Failed Experiment
"I tried selling Protein Bars and Powders. They failed. Why? Because they required Behavior Change. You have to remember to eat them. Food should not be a chore."
The "Lady of the House"
"I realized the gatekeeper of Indian health is the Mother. She buys for Reliability, not just health. If the Roti turns hard, the product is thrown out. No second chances."
"To change the health of a nation, you don't change their diet. You upgrade their ingredients invisibly."
The Arvita Thesis
PRINCIPLE 1
Zero Behavior Change
We don't ask you to eat kale. We engineer nutrition into the Roti you already love.
PRINCIPLE 2
Zero Taste Compromise
Taste is King. If it doesn't puff perfectly, it doesn't leave our factory.
THE RESULT
Mass Adoption
The only sustainable health intervention is the one you don't even notice.
The 14-Month Struggle
INNOVATION IS PAINFUL
High protein flour usually tastes like "Cardboard" and smells "Beany". The gluten structure collapses, making rotis hard in 20 minutes.
We failed 40+ times in the lab before we cracked the code.
The Breakthroughs
Toasting Technology
Proprietary heat treatment denatures the enzymes causing the "beany" smell in plant proteins.
Hydrocolloid Scaffold
A precise Psyllium matrix mimics gluten elasticity, keeping rotis soft for 6+ hours.
