Brihati: A Bold Blend of Heritage and Health

In the heart of Patna, where ancient traditions and modern aspirations intersect, a quiet revolution in wellness is taking shape. Brihati—a health-focused food startup named after the goddess Durga—is redefining how India eats, heals, and reconnects with its cultural roots.

At the helm is Manish Singh, a former zonal head at Bharti Airtel, who traded in his corporate credentials for a more personal mission: creating sustainable, functional food solutions that close India's dietary gaps while honoring its traditional knowledge systems.

From Telecom Executive to Food Entrepreneur

Singh’s pivot into entrepreneurship wasn’t born of impulse—it was a deep, personal interest in wellness and a growing concern over the disconnect between urban lifestyles and traditional Indian diets. Inspired by his own experiences and the dietary challenges faced by those around him, he envisioned a brand that could offer ready-to-eat superfood blends that are as convenient as they are culturally resonant.

Founded in January 2024, Brihati is more than a product line—it's a philosophy. Its offerings include premium, plant-based meals and functional beverages like green tea for PCOD and protein-rich mini meals designed for modern health needs.

Built on Values, Powered by Research

Co-founded with Sima Singh, who leads product development and HR, Brihati is driven by a team that values authenticity, skill, and integrity. “We look for natural, honest personalities,” Singh says of their hiring approach, emphasizing a qualitative rather than quantitative structure.

Brihati’s innovation is backed by prestigious incubators including Subagris, IIT Patna, and IIM Kolkata. These institutions provided mentorship and access to vital networks, helping the team navigate early-stage hurdles in brand-building and product-market fit.

A Cultural Revival in a Premium Format

Brihati’s competitive edge lies in its blend of cultural revival and scientific R&D. While the health food space is dominated by established players like Organic India and 24 Mantra, Singh’s team leans into regional ingredients and sustainable packaging—a differentiator that resonates with their target customers: health-conscious, high-income urban Indians.

“We’re not just selling food. We’re reintroducing forgotten Indian nutrition systems in a premium, accessible way,” Singh explains.

Milestones and Market Momentum

In less than a year, Brihati has already gained traction, showcasing its products at IFE London and earning shelf space on Walmart’s platform. While they haven’t raised external funding yet, their model—direct-to-consumer with a premium pricing strategy—has proven scalable and sustainable.

With a market opportunity pegged at $24.4 billion, Singh believes the runway for growth is substantial. Their acquisition strategy combines digital campaigns with one-on-one engagement, ensuring a personal touch in an otherwise noisy health market.

Looking Ahead: A 100-Crore Vision

In the short term, Brihati is chasing a ₹100 crore revenue target, driven by new launches like diabetic-friendly meals and PCOD-focused beverages. Long-term, Singh sees Brihati evolving into a globally recognized Indian brand, rooted in regional wisdom but built for the world.

Along the way, the startup has also created income opportunities for rural farmers, cementing its commitment to social and environmental impact. Recognitions from Startup India, IITs, and IIMs affirm that this Patna-born venture is one to watch.

Advice from the Frontlines

To aspiring founders, Singh offers a simple mantra: “Do whatever you love to do.” His own journey—from a corporate suit to a cultural steward—proves that the most powerful innovations often begin with something deeply personal.