The popularity of Korean culture in India has moved beyond screens and playlists. From K-dramas and K-pop to Korean cuisine, Indian consumers are increasingly exploring new experiences, creating space for brands that can bring authentic global flavours closer to home.
Tapping into this growing interest, Gurugram-based food startup Gimi Michi has raised $1 million in seed funding in a round led by IndiaQuotient, with participation from DeVC, Titan Capital, and IIMA Ventures.
Founded by Nishank Goyal, Akhil Kumar, and Bodhi Rathor, Gimi Michi is building an authentic Korean FMCG brand designed specifically for Indian consumers. The founding team brings experience from leading organisations across consulting and consumer businesses, including BCG, Mondelez, and AB InBev.
The startup plans to use the fresh capital to strengthen product development, expand its team, build brand awareness, and deepen its presence across quick commerce and distribution channels.
Building India’s Korean Food Category
Launched just six months ago, Gimi Michi started its journey with Korean ramen and has already made a mark in the category. The company claims to have become the top-selling noodles brand on Flipkart, crossed Rs 1 crore in monthly net sales, and achieved around 60% month-on-month growth with its first product.
A significant part of its growth has come from consumers beyond major metros, with nearly half of its sales coming from Tier II and Tier III cities. The startup has also reported strong repeat purchases across e-commerce and quick commerce platforms.
For the founders, the opportunity lies in the growing curiosity among Indian consumers for international cuisines that are accessible, authentic, and easy to enjoy at home.
Riding the Rise of Korean Culture in India
Gimi Michi’s journey is closely linked to the growing influence of Korean culture among Indian audiences. The founders believe that the familiarity created through Korean entertainment has opened the door for Korean food to become a larger part of everyday consumption.
According to Nishank Goyal, Gimi Michi was created with the belief that Korean food could follow a similar adoption journey as Korean entertainment, with consumers already showing interest in discovering authentic flavours at accessible price points.
Akhil Kumar added that Korean cuisine has the potential to become a major food trend among younger consumers, similar to how cuisines like Chinese and Italian gained popularity in India over the years.
Expanding Beyond Ramen
The Indian packaged food market is witnessing increasing consumer interest in new flavours, convenience foods, and global cuisines. Several established FMCG players have also entered the Korean-inspired food segment, reflecting the growing demand.
With its current momentum, Gimi Michi is looking beyond ramen and plans to expand into categories such as sauces, snacks, and ready-to-eat products.
The startup’s larger vision is to build a dedicated Korean food brand for India — one that brings authentic Korean flavours while adapting to the evolving preferences of Indian consumers.
As India’s food and beverage ecosystem continues to welcome new-age brands, Gimi Michi’s journey highlights how changing consumer tastes and cultural influences are creating new opportunities for entrepreneurs.
-By Muskan Dengra
