Bussiness Ideas

Gudhgrams is a women-led health-first FMCG startup revolutionizing how India and the world consume sweetness—by turning jaggery, one of India’s oldest superfoods, into its coolest sugar alternative. At a time when lifestyle diseases like diabetes and obesity are skyrocketing, Gudhgrams offers a clean, chemical-free, and nutrient-rich solution that doesn't compromise on taste. But we’re not just reinventing sweetness—we’re rebuilding a broken system. India, especially Uttar Pradesh, is home to over 30 million sugarcane farmers, many of whom are trapped in exploitative mill systems with delayed payments and low returns. Gudhgrams flips the script by enabling these farmers to process cane into jaggery locally and buying it back at premium prices—fueling rural income and dignified entrepreneurship. Our product innovation lies in making jaggery aspirational again—through modern, ready-to-consume offerings like flavoured sachets, jaggery-sweetened tea & coffee premixes, and functional snacking alternatives. With aesthetic packaging, Gen Z appeal, and retail presence across Amazon, Reliance, and more, Gudhgrams is carving out a new FMCG category—"Better-for-you Indian indulgence." Currently bootstrapped through a bank loan, we’re proud to be equity-free and impact-driven—serving wellness-conscious consumers while transforming the livelihoods of India’s sugarcane heartland. From village kitchens to urban cafés, Gudhgrams is not just reviving jaggery—it’s rewriting its story.

Startup Teams

• 1 Ayushi Seth (Founder)
• 2 Manas Seth (Founder)

Incubation Details

• Incubator Name
  Foundation for Innovation & Research in Science & Technology
• Incubator Host Institution
  Indian Institute of Technology Kanpur
• State
  Uttar Pradesh
• City
  Kanpur Nagar