Between them, Anupam and Anand have spent sixty years building brands India grew up with. Anupam led Tiger biscuits at Britannia and Dove at Unilever. Anand ran food R&D at Marico and Novartis. Together they had already built Too Yumm into a ₹200 crore snack brand. They could have stopped there. Instead they started again from zero.

Their target is the slowest part of an Indian kitchen. Chole, rajma and other staples take 10 to 12 hours to soak and cook, time dual-income families simply don't have. The usual shortcut is a can full of preservatives. Freshcon's proprietary process keeps cooked ingredients fresh without any, ready in ten minutes.

India has answered loudly. Freshcon grew 52 times over in its first year, and more than a million customers have already brought it home. With diet linked to more than half of India's disease burden, this is convenience that makes families healthier. The ambition: own 10-minute home cooking the way Maggi owns 2-minute hunger.

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FOUNDERS

1. Anupam Bokey, Co-founder & CEO

2. Anand Dhodapkar, Co-founder & Head of R&D

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