From Salem, Tamil Nadu, to a global wellness brand, Kiru Maikkapillai, founder of The Divine Foods, has built a business rooted in Indian tradition and designed for modern health-conscious consumers. What began with a single product—golden milk made from native Salem turmeric—has grown into a portfolio of dozens of superfood-based SKUs and lakhs of customers across India, with a clear eye on global markets.

From Salem to a Global Vision

Born and raised in Salem, Kiru’s journey took him through engineering in Chennai and an MBA in the United States, where he closely observed how countries proudly showcased their native food products. While living in the U.S., he noticed a glaring gap: Indian traditional food products were hardly visible on mainstream shelves, despite the country’s rich culinary and wellness heritage. That absence planted the seed for The Divine Foods. Returning to India, Kiru decided to build a global brand around Salem turmeric, known for its unique properties and cultural significance. The idea was simple yet ambitious—turn a deeply local ingredient into a globally recognized superfood brand that could stand alongside international wellness products.

Launching The Divine Foods and Early Challenges

The Divine Foods’ journey began with golden milk, a turmeric-based wellness drink rooted in Indian tradition. Kiru worked with local pharma companies and navigated credit market issues to bring the product to life. In 2019, they launched golden milk on Amazon, entering a still-evolving D2C space where consumer awareness was limited and trust had to be earned carefully. The turning point came during the COVID-19 pandemic. As consumers started searching online for native, immunity-supporting products, The Divine Foods benefited from this surge in interest. Golden milk and other offerings gained traction, validating the core thesis that Indian superfoods could find strong demand when presented with authenticity and convenience. Support from the Tamil Nadu government, including a grant and facilitation with local producers, played a crucial role in strengthening the supply chain and scaling operations.

Building The Divine Foods Brand

Kiru chose the name “The Divine Foods” to reflect the cultural and spiritual significance of ingredients like turmeric in Indian homes. Turmeric is often associated not just with health but with ritual and tradition; the word “Divine” captures both the sacredness of the ingredient and the aspirational nature of the brand. Over time, The Divine Foods expanded to around 35 SKUs, reaching approximately 3.5 lakh customers in India. The brand’s recognition by platforms like Inc42 further validated its presence in the emerging D2C and wellness ecosystem. Throughout this growth, Kiru focused on building trust through authenticity, consistent quality, and storytelling that connects each product to its roots.

Trust, Content, and Consumer Engagement

When The Divine Foods launched, D2C brands were still a relatively new concept for many Indian consumers. To bridge this trust gap, Kiru and his team leaned into content and education. They invested steadily in content creation and SEO so that when people searched for native products and superfoods, The Divine Foods appeared among the top results. Customer feedback played a critical role in deciding which products to launch and which recipes to scale. Rather than chasing every trend, the brand listened closely to its users, focusing on offerings that delivered both taste and functional benefits. This feedback loop helped maintain authenticity while innovating within the category.

Funding, Turnover, and Step-by-Step Growth

The Divine Foods started with an initial investment of around five lakhs (approximately $50,000 at the time), demonstrating a disciplined, founder-led approach to capital. Over six years, the company achieved a cumulative turnover in the range of 20–25 crore (over $25 million), growing steadily rather than explosively. Growth came in phases: launching on marketplaces, building its own website, expanding product lines, and earning recognition from ecosystem players and media. Through each phase, the focus remained on long-term brand building rather than short-term spikes—patiently educating consumers, strengthening supply chains, and maintaining high product standards.

Clean Label and Adapting to Consumer Trends

Long before “clean label” and functional foods became buzzwords, The Divine Foods was working with traditional recipes that naturally aligned with these ideas. Kiru emphasizes that the brand has always centered on health-focused, minimally processed foods derived from native ingredients. As consumers have become more aware and informed, their understanding of these offerings has grown, making it easier for The Divine Foods to communicate value. At the same time, expanding to international markets brings new challenges: educating global consumers about Indian superfoods, navigating regulations, and competing with established global wellness brands. Kiru sees these challenges as opportunities to tell India’s food stories to a wider audience.

Balancing Scale with Authenticity

With competition in the superfoods and D2C space intensifying, many brands opt for broad product portfolios. The Divine Foods has taken a more measured approach—launching products backed by strong stories, clear health benefits, and robust sourcing. For Kiru, authenticity and quality matter more than sheer SKU count. The company’s strategy centers on staying true to traditional recipes while presenting them in formats that suit modern lifestyles—ready-to-use mixes, convenient packaging, and digital engagement that explains not just the “what” but the “why” behind each product.

Long-Term Vision and Legacy

Looking ahead, Kiru’s vision extends far beyond Salem turmeric. He sees vast untapped potential in thousands of traditional recipes and native ingredients from across Indian states—each with its own story, health benefits, and cultural context. The Divine Foods aims to systematically explore these recipes, adapt them to contemporary consumer needs, and bring them to both Indian and global markets. Ultimately, Kiru wants The Divine Foods to stand as a globally recognized wellness brand that preserves and celebrates India’s traditional food heritage. His goal is to bridge the gap between tradition and modernity: keeping the essence of native recipes intact while packaging them for a world that increasingly values natural, functional, and meaningful food choices.

For Kiru, the true legacy of The Divine Foods will be measured not only in revenue and reach, but in how many traditional recipes are rediscovered, how many farmers and local producers benefit, and how many consumers—both in India and abroad—develop a deeper appreciation for the richness of Indian superfoods.

Interview By : Sejal Thakur