Bussiness Ideas

Taraiu is an agri-food brand focused on reviving and commercializing Kala Namak rice, a rare, GI-tagged heritage rice grown exclusively in the Tarai region of eastern Uttar Pradesh. Although known for its rich aroma, nutritional value, and low glycemic index, Kala Namak rice has traditionally been sold as an unbranded commodity, limiting farmer earnings and consumer awareness. Taraiu addresses this gap by creating a trusted, health-focused consumer brand around this unique rice. The brand works directly with farmers in GI-recognized districts to ensure authentic sourcing, traceability, and fair pricing. Taraiu follows a careful ageing process for several months, enhancing texture, aroma, and overall cooking quality. The rice is then cleaned, graded, and hygienically packed to meet modern food quality standards. Taraiu positions Kala Namak rice as a low-GI (49–52), aromatic, and nutritious alternative to regular rice, making it suitable for people managing blood sugar levels and health-conscious consumers. The business follows a direct-to-consumer and digital-first model, using e-commerce and content-led marketing to educate customers about the rice’s heritage, benefits, and correct cooking methods. By reducing intermediaries and adding value through processing and branding, Taraiu improves farmer incomes while delivering a pure, high-quality product to consumers. The brand aims to revive a heritage crop and establish Kala Namak rice as a premium, everyday staple across India.

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Startup Teams

• 1 Gautam Agrawal (Founder)
• 2 Ruchita Agarwal (Director)

Incubation Details

Not Incubated