Inside The Indus Valley’s Mission To Transform 100 Mn Kitchens With Healthy Cookware

The birth of The Indus Valley dates back to 2016 when the founders, Madhumitha Uday Kumar and Jagadeesh Kumar, faced a kitchen malfunction. 

While preparing a meal, a plastic cookware item melted in the oven, which triggered a strong realisation for the cofounders that the cookware they use matters just as much as the ingredients they choose for their meals. This led them to search for healthier, toxin-free cookware that wouldn’t leach chemicals into food while cooking.

However, they were taken aback when they found out that a majority of cookware in the market either contained harmful coatings or was made from materials unsafe for humans. This made it impossible for them to find a truly safe, chemical-free alternative.  

This was when the duo decided to turn the gap into an opportunity and launched The Indus Valley in March 2016 with a mission to provide cookware that is not only toxin-free but also made from sustainable, natural materials.

Raising The Bar For Indian Kitchens 

In the cookware category, traditionally dominated by large legacy brands that predominantly sell chemical-coated non-stick cookware and aluminium pressure cookers, Indus Valley sets itself apart by offering 100% toxin-free, healthy cookware. 

It aims to redefine the standards of cooking safety and sustainability. Its key USP is providing cookware that is completely free from harmful chemicals, coatings, or additives. 

For this, it focusses on using only pure, natural materials such as cast iron, sheet iron, tri-ply stainless steel, wood, clay, copper, brass, and bronze. The startup is focussed on enhancing the cooking experience and promoting a healthier lifestyle.

The Growth Tales

The D2C cookware startup garnered a revenue of INR 72 Cr in the financial year 2023-24 (FY24), up 89.47% from INR 38 Cr in FY23. It primarily sells through its website as well as major marketplaces. It is currently expanding its presence on quick commerce platforms. 

The brand has secured $6 Mn in funding from investors, including DSG Consumer Partners, Rukam Capital, The Chennai Angels, and Whitewhale Ventures. Besides, the startup also has its roots in the highly competitive stainless steel segment. 

The Indus Valley remained at the 24th spot in this year’s Fast42 list, the same as last year.

Going forward, the brand is looking to close FY25 with a revenue of INR 120 Cr. By 2026, it aims to lead the online cookware market while strengthening its presence in offline retail.

The brand also aims to continue its leadership in the cast and sheet iron segments while working to establish itself as a key leader in the growing stainless steel cookware and pressure cooker categories. 

With more than 10 Lakh products sold to date, The Indus Valley’s mission is to transform 100 Mn kitchens in India by making toxin-free, high-quality cookware accessible to every home.

[Authored By Pooja Yadav]