Tamil Superstar Nayanthara and Director Vignesh Shivan Invest in Chennai Startup ‘The Divine Foods’
- ByStartupStory | October 14, 2023
Tamil Superstar and renowned actress Nayanthara, along with her husband, Director Vignesh Shivan, have announced their investment in the Chennai-based startup, ‘The Divine Foods’. This fast-growing food tech Direct-to-Consumer (D2C) brand is making waves in the Indian market with its philosophy of “Let Food be thy medicine,” focusing on promoting superfoods and health foods to combat rising health issues.
Nayanthara, who has been captivating audiences with her acting prowess, and Vignesh Shivan, a prominent filmmaker, are now making a name for themselves as entrepreneurs and investors. Their investment in ‘The Divine Foods’ underscores their dedication to making a meaningful social impact.
A Serendipitous Encounter
The journey of ‘The Divine Foods’ meeting Vignesh Shivan is nothing short of fascinating. Their founder, Kiru Maikapillai, met Vignesh in a parking lot and offered him a sample of their flagship product. Months later, Vignesh mentioned the product on social media and inquired about the founder. A meeting at Vignesh’s residence soon followed, where Kiru confidently posed the question, “Would you like to invest in the food tech startup?”
Vignesh’s reputation as a proactive individual aligns perfectly with Kiru Maikapillai’s action-oriented approach as the Founder of ‘The Divine Foods.’ Vignesh shared on social media, “We have a strategic plan, and it’s called doing things,” emphasizing their commitment to making a real impact. He and Nayanthara are delighted to join forces with ‘The Divine Foods’ and are proud to bring traditional Tamil Nadu foods to households.
American Education, Indian Heart
Kiru Maikapillai, an engineer and a University of Massachusetts, Boston alumnus, famously turned down a job offer from a leading investment bank in the United States to follow his passion for improving the income of farmers and the health of Indians.
Kiru expressed his enthusiasm about having Vignesh and Nayanthara as investors and partners, stating that they are focused on a critical mission to enhance the health of Indians, and the involvement of this generous couple will significantly amplify their social impact and growth.
The Magic of Turmeric – ‘The Divine Foods’ Story
What began as a bootstrapped startup from Kiru’s personal savings has grown into a multi-crore turnover business. The journey started by offering turmeric products only four years ago and has now transformed into a diversified food tech company, offering innovative health foods such as coconut sugar and ready-to-mix drinks, among others. Their flagship product, ‘Paruthi Paal,’ is a dream come true for Indian mothers as a low-sugar flavored milk additive.
‘The Divine Foods’ is recognized among the “first 100 D2C Challenger” brands, poised to revolutionize India’s D2C landscape. Their product range includes superfoods like Turmeric (Curcuma longa), Moringa (Moringa oleifera), Millets, Honey, and Skin Care products.
Driven by Purpose
Kiru explains that the name ‘The Divine Foods’ is derived from the fact that turmeric is not only used in temples but also holds immense medicinal value, making it truly divine.
Kiru has become a source of inspiration for India’s startup ecosystem, especially among the youth and millennials. He left his comfort zone to serve a greater purpose, and this resonated with Vignesh and Nayanthara, who chose to support a small startup based on its social impact and health-oriented mission.
Marketing Local Products Globally
‘The Divine Foods’ is promoting indigenous Indian products in global markets. Through platforms like Amazon, they’ve made inroads in developed markets, including the USA, UK, Australia, Singapore, and more. With over 25,000 customers, it stands as India’s fastest-growing D2C food tech brand. Notably, the company achieved US FDA approval in a remarkably short period.
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While foreign produce like strawberries and avocados have been imported into India, the time has come for India to export its traditional products to global markets.
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