MiHeSo: Nurturing Mind, Health, and Soul Through Innovative Breakfast

• ByStartupStory     |    February 20, 2024

Embarking on a Culinary Journey

Dr. Anveshika Singhal, a Biotechnology Ph.D. with an M.Tech/B.Tech from IIT Delhi, found herself at a crossroads after completing her doctoral studies. Maternity leave followed by the COVID-19 lockdowns led to a pause in her career, setting the stage for a unique entrepreneurial journey. Alongside her husband, Anurag, a seasoned professional in finance and strategy, they co-founded MiHeSo, a venture dedicated to revolutionizing breakfast with a focus on health, innovation, and taste.

A Foodie’s Insight

As a passionate food enthusiast, Dr. Singhal observed a gap in the market when it came to products claiming to be “super healthy.” Often, these options lacked the flavor needed to sustain a long-term commitment to a healthy diet. The couple’s journey into parenthood during the pandemic highlighted the challenges of finding nutritious yet delicious food, even for their child. This inspired them to create MiHeSo (Mind Health Soul), a brand driven by the principles of providing healthy, innovative, and tasty options.

Spotting the Need During Lockdown

The COVID-19 lockdown served as a catalyst for MiHeSo. Dr. Singhal, a food experimenter, discovered the convenience and taste of Overnight Oats during this time. Recognizing the lack of packaged options in India, the couple decided to introduce this concept commercially. MiHeSo officially launched its range of Overnight Oats in November 2021, bringing a novel and nutritious breakfast option to the market.

Navigating Challenges During Unprecedented Times

The startup weathered the storm of the pandemic, utilizing the downtime to register the company, fine-tune recipes, and conduct essential R&D. MiHeSo’s inception during these challenging times reflects the resilience and adaptability of its founders.

Innovative Approach to Breakfast

MiHeSo carved a niche by becoming category creators in the breakfast market, offering commercially produced Overnight Oats, a unique concept in India. The brand’s commitment to innovation extends to its packaging, providing single-use pouches for consistent ingredient distribution—a departure from the common bulk packaging seen in the industry.

Building a Lean Yet Dynamic Team

Currently, the MiHeSo team is small but mighty, consisting of the co-founders and the staff members handling operations and logistics. They emphasize open communication, workspace comfort, and regular feedback loops to maintain a healthy work environment.

Digital-First Expansion

MiHeSo adopted a digital-only approach initially, selling on their website, Amazon, and other major e-commerce platforms. Despite being a relatively young player, the brand has witnessed substantial growth since its late 2021 launch.

Customer Love and Future Plans

Customers have embraced MiHeSo’s products, expressing loyalty through high repeat rates and overwhelming demand during restocking. The brand has sold more than 50,000 units of Overnight Oats, attesting to its popularity. MiHeSo plans to expand its offerings, introducing new flavors in Overnight Oats, venturing into hot cereals, kids’ cereals, and the protein snack segment. Digital expansion and eventual offline retail presence are part of their strategic roadmap.

Seeking Growth through Investments

Currently bootstrapped, MiHeSo aims to raise capital from angel investors or VC funds to fuel rapid growth, enhance operations, and realize their expansion plans. MiHeSo is a proud participant in the Amazon Launchpad program, amplifying its digital presence. Notably, the startup secured a funding grant of INR 20 lakh from the Startup India Seed Fund AIC Pinnacle, further validating its potential and impact.

Advice from MiHeSo’s Entrepreneurial Journey

Dr. Anveshika Singhal shares insights for fellow entrepreneurs: “Challenges and setbacks are an inherent part of the process which only makes us stronger and resilient. Treat every obstacle as a learning opportunity.” MiHeSo stands as a testament to trusting oneself, staying dedicated, and relishing the journey of building something meaningful.

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