SUMMARY
The D2C brand’s cookware range is made from natural materials and safe alloys like cast iron, sheet iron, tri-ply stainless steel
The Origin Story
Madhumitha Udaykumar and Jagadeesh Kumar started their journey with a simple but profound realisation. To prepare healthy food, cooking pots and pans matter as much as fresh ingredients. A kitchen mishap – a plastic container melting right inside their oven – prompted them to assess the safety of the cookware they used. Soon enough, the couple was rattled by the prevalence of chemical-coated non-stick alternatives and decided to reverse this kitchenware trend. They set up The Indus Valley to bring back sturdy and toxin-free ‘natural’ cookware to ensure food safety and transform 100 Mn Indian kitchens.
The Differentiator
Away from the easy-to-clean and less-oil-consuming (but not necessarily safe) cookware range, The Indus Valley uses natural materials and safe alloys like cast iron, sheet iron, brass, bronze, wood and clay to avoid chemical buildups. The concept also resonates well with health-conscious consumers concerned about harmful chemicals leaching into their food. The product line is co-designed with third-party manufacturers and an in-house product team constantly monitors the deliverables to ensure quality standards.
The Growth
It has maintained an annual sales run rate of INR 100 Cr in FY24 and emerged as one of Amazon’s top three bestsellers across major cookware categories. Initially selling through its website and major ecommerce marketplaces like Amazon and Flipkart, the brand entered brick-and-mortar retail in 2023 and would strengthen its offline presence further.
What’s Next
The country’s first healthy cookware brand wants to lead the online market in the fast-growing tri-ply (three-layer) stainless steel cookware and cooker category. By 2025, it aspires to dominate the overall cookware category online and cement a prominent position in offline retail.
