‘We are creating a bridge between authentic Ayurvedic wisdom & today’s fast-paced lives’

She is the fourth generation scion of Desai Foods Pvt Ltd, known for its popular brandMother's Recipe.She has been instrumental for the company’s recently launched wellness-led brand, Hearty Roots, which has already launched across key metros and marks Mother's Recipe’s strategic entry into the Ayurveda-inspired, clean-label food category. It is positioned as India’s first zero-oil, superfood-based pickle brand, made with functional ingredients like Ashwagandha, Moringa, Flax Seeds and Jaggery - designed to resonate with both tradition and modern wellness:This launch is significant not just because of the product innovation, but because it reflects a broader shift within the company - from being a legacy kitchen staple to becoming a future-forward, consumer-first food brand that is actively responding to how India eats today.

- RITWIK MUKHERJEE

She joined the business and worked her way across departments, and now leads key initiatives including new product development, digital marketing, international business and e-commerce expansions. She is also spearheading the brand’s digital-first storytelling campaign #KeepOurTraditionTrending, focussed on making Ayurveda-inspired eating aspirational and accessible for the modern Indian household.

Speaking to The Statesman, Sanjana Desai, Executive Director at Desai Foods Private Limited (Mother's Recipe), narrates her journey as a fourth-generation business leader balancing legacy and innovation, explains the strategic thinking behind launching Hearty Roots and entering the Ayurveda-based foods segment and much more.

Excerpts:

Q: How large is the ayurveda-based food products market in India and globally? At what rate is it growing?

A:I truly believe the Ayurveda-based wellness market is entering its golden phase. Globally, the market was valued at around USD 8.45 billion in 2023 and is projected to cross USD 22.7 billion by 2032, growing at a strong CAGR of nearly 12 per cent. In India, Ayurveda continues to hold a special place in households, and this reflects in the numbers too. The domestic ayurvedic products market stood at approximately Rs. 8759 billion in 2024 and is projected to grow at more than 16 per cent CAGR to touch nearly Rs. 3,600 billion by 2033. What excites me most is that this growth is not just about tradition but about how consumers are actively embracing healthier lifestyles and are open to modern formats inspired by age-old wisdom.

Q: What prompted you to foray into the ayurveda-inspired wellness food category and roll out Hearty Roots?