In an era where health and fitness are paramount, Pujan Kachhadiya, a graduate from Gujarat, is spearheading a quiet revolution in the Indian breakfast and nutrition market. Driven by a desire to create a meaningful product using local crops from his native Amreli, pujan founded MYPB, launching India’s first-ever peanut butter powder brand. This innovative product is not just a healthier alternative; it represents a new category in the country’s growing functional food space.
🌱 The Genesis of an Idea: From Local Crops to Global Trend
Pujan Kachhadiya’s journey into entrepreneurship was driven by a fundamental search: finding a high-demand product with no existing supply in the Indian market. While his original plan after graduating in 2018 was to prepare for government exams due to financial constraints and family concerns, his true interest always lay in business. The shift happened after the second wave of COVID-19, when his elder brother encouraged him to explore future-ready products.
The spark came from his agricultural roots in Amreli, where peanuts and cotton are widely grown. Researching global platforms in 2021, Kachhadiya discovered peanut butter powder on Amazon USA, where it was the category’s #1 bestseller, even surpassing regular peanut butter. Identifying this as a clear market gap and a growing global trend, he took on the challenge.
The path from concept to launch in August 2023 was one of sheer dedication. Kachhadiya’s commitment involved two years of perfecting the taste, conducting over 200 trials, and traveling more than 30,000 kilometers. This extensive effort was necessary to establish India’s first peanut butter powder manufacturing plant.
💪 Solving a Nutritional Dilemma: The USP of MYPB
The core problem MYPB solves is the high fat and calorie content of traditional peanut butter. Most brands, while claiming to be high in protein, are “loaded with fat, calories, and artificial ingredients such as palm oil and preservatives”. Regular peanut butter contains approximately 50% fat, making it calorie-dense and heavy to digest.
MYPB’s peanut butter powder addresses this directly:
* Higher Protein: It offers 50% more protein than regular peanut butter.
* Significantly Less Fat: It contains 80–85% less fat.
* Fewer Calories: It delivers three times (3X) fewer calories per serving.
The product is 100% natural, containing no artificial additives, preservatives, palm oil, or hydrogenated fats. Despite its powder form, it maintains the same rich and creamy, authentic taste as traditional peanut butter. Its light, convenient, and versatile nature allows it to be used as a spread, mixed into shakes, added to baking, or mixed into anything one likes. This makes it ideal for fitness, weight management, and daily protein needs.
📈 From Startup to Amazon Bestseller
In just six months post-launch, MYPB rapidly established itself, becoming an Amazon Bestseller and ranking in the top 30 in the highly competitive peanut butter category. The brand boasts an impressive 40% repeat customer rate, demonstrating strong product-market fit.
MYPB primarily targets health-conscious individuals aged 18–40, with a focus on gym-goers, athletes, and wellness enthusiasts in Tier 1 and Tier 2 cities. This segment values clean ingredients and functional food products.
The business Is scaling through a multi-channel revenue model:
* B2C Sales: Currently, 95% of sales are online, with the remaining 5% offline.
* B2B Supply: MYPB supplies raw materials to food and beverage manufacturers, including Shark Tank-featured protein powder brands.
Future plans involve expanding the offline presence through supplement stores and modern trade, as well as increasing B2B raw ingredient supply to health product manufacturers. The Total Addressable Market (TAM) is significant: India’s peanut butter market is valued at 1,300 crore, with a projected initial TAM of 260 crore for MYPB, based on a 20% shift towards low-fat, high-protein options.
👨👩👧👦 A Family Legacy of Entrepreneurship
While Pujan is the first in his family to introduce a completely new product concept to India, the spirit of enterprise runs deep. His father began his own automobile repair shop in the 1980s, eventually shifting to an electrical shop. Pujan’s elder brother also left his teaching job in 2015 to start a solar business, with the full support of the family.
For Pujan, who lives in a joint family of six, motivation and support are core values. His ambition is not just to build India’s first peanut butter powder brand but also to set an example in his hometown and help reduce migration by creating local opportunities.
With a focus on execution, marketing, and strong personal ethics, Pujan Kachhadiya is well-positioned to build and scale MYPB. His ultimate pursuit is to achieve significant business growth while maintaining a happy and fulfilling life with his family, finding true happiness in “togetherness, shared success, and creating value that lasts”.
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