ELI - 537 | Why Adulterated Food is the "New Normal" & How to Fix It | Dr. Prithwi Singh

Welcome back to the ELI Podcast! In this episode, Priya sits down with Dr. Prithwi Singh, Co-Founder and CEO of Khetika, a rapidly growing clean-label food brand in India focusing on fresh batters, spices, dry fruits, and staples.Dr. Singh shares his journey from consulting at BCG to building a food brand centered entirely around honesty, single-origin sourcing, and transparency. We dive into the four major types of food adulteration rampant in India today, why chemical preservatives aren't always necessary for shelf life, and how Khetika’s "SAATHI" program connects directly with farmers to ensure a completely clean, farm-to-plate supply chain.If you are curious about what really goes into your packaged food, or if you are an aspiring entrepreneur looking to understand supply chains and the FMCG space, this episode is a must-watch!🎧 Check out more episodes at: https://eli-podcast.com⏱️ Timestamps:0:00 - Introduction to Dr. Prithwi Singh & Khetika0:28 - What is a "Clean Label" Food Brand?1:41 - The Truth About Preservatives & Shelf Life3:24 - Dr. Singh’s Background: From BCG to Entrepreneurship4:16 - The Four Major Types of Food Adulteration in India7:58 - The Early Days of Khetika & Tackling the Staples Market9:25 - "Making Honest Food the New Normal" & A Personal Wake-Up Call11:41 - The Khetika SAATHI Program: Building a Transparent Farm-to-Plate Supply Chain13:26 - How to Maintain Consistent Quality with Single-Origin Sourcing17:12 - Pricing Strategy: How Khetika Competes with Mass Market Brands18:36 - Utilizing $18M in Series B Funding: Clean Manufacturing Expansion19:54 - Navigating Competition Against FMCG Giants21:26 - Brand Loyalty & The Indian Consumer’s Shift Towards Health23:03 - The Realities of Entrepreneurship: Purpose Over Profit🔗 About the Guest:Dr. Prithwi Singh is the Co-Founder and CEO of Khetika, a brand committed to making honest, clean, and unadulterated food the new normal in India. Learn more about their mission at khetika.com.Tags:#ELIPodcast #Khetika #DrPrithwiSingh #CleanEating #FoodTech #FMCG #Entrepreneurship #SupplyChain #StartupIndia #HealthAndWellness