Phalada Pure & Sure

What Phalada Pure & Sure does

Phalada Pure & Sure, legally Phalada Organic Consumer Products Pvt Ltd, is a Bangalore-based direct-to-consumer organic food brand that sells 140+ certified-organic SKUs across 14+ categories — cold-pressed oils and ghee, spices and masalas, flours, millets, rice, pulses/dals, snacks, superfoods, sweeteners, tea and coffee, and ready-to-cook mixes — through a Shopify-powered storefront at pureandsure.in. Its single-channel DTC model targets health-conscious Indian consumers across use cases spanning daily meals, traditional Indian cooking, diabetic-friendly and gluten-free diets, and healthy snacking, with implicit focus on families and dietary-restriction personas. The company sources from a stated network of 1,800+ organic farmers and processes in facilities running on 100% renewable energy using cold-pressing, steam-sterilization, and stone-grinding techniques; per-batch products carry India Organic, USDA Organic, EU Organic, and Jaivik Bharat certifications and are claimed to be tested for 250+ pesticide residues.

Revenue is generated through two streams: standard unit-priced retail sales via the website (with free shipping above ₹500) and the Good Food Club subscription-membership program, which offers 1-month, 3-month, 6-month, and 1-year tiers (₹199 to ₹2,388) providing up to 25% product discounts, exclusive farm and factory access, and early access to new launches. Founder Surya Shastry leads the bootstrapped, family-influenced private company, with founder roots in agri-inputs dating to 1999 and explicit organic-farming focus since 2008. The business is currently single-geography (India only), with no disclosed revenue, no institutional fundraising beyond a 2016 Brand Capital mention, and no evidence of physical retail, marketplace, or quick-commerce expansion.

Name

Phalada Pure & Sure

Legal name

Phalada Organic Consumer Products Pvt Ltd.

Website

https://pureandsure.in

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Bangalore-based direct-to-consumer organic food brand selling 140+ certified-organic SKUs across oils, spices, flours, millets, dals, snacks, and superfoods to health-conscious Indian consumers via a Shopify storefront and a multi-tier Good Food Club membership.

Ownership category

akta.pro rank

Product category

Organic Food Products

NAICS

Food Manufacturing (311), Fats and Oils Refining and Blending (311225), All Other Specialty Food Retailers (445298)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Organic Packaged Foods Manufacturing (Certified Organic, Clean-Label) (AFAKAJAA)

akta.pro secondary industries

Organic & Natural Beverage Wholesale (AFAIAJAE), Organic Bakery & Confectionery Wholesale (AFAIAJAG), Clean-Label/Natural Flavor Solutions (Natural WONF, Natural Identical where applicable) (AFAJADAL)

Keywords

• Organic food products
• Cold pressed oils
• Organic grocery retail
• Certified organic staples
• Organic snacks millets

Headquarters

HQ city

Bangalore

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Product Sales: B2C e-commerce sales of organic food products directly to consumers through their Shopify-powered website. Products include cold pressed oils, ghee, rice, millets, flours, spices, pulses, snacks, teas, sweeteners, and gourmet items. Individual product purchases at listed retail prices.
2. Good Food Club Membership: Subscription-based membership program offering up to 25% discounts on all products. Membership tiers include 1-month (₹199), 3-month (₹499/₹597), and 1-year (₹899/₹1199/₹2388) plans. Provides exclusive member benefits including farm and factory access, early access to offers and new launches.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Phalada Pure & Sure is a direct-to-consumer e-commerce retailer of 100% certified organic food products spanning cold-pressed oils and ghee, stone-ground flours, millets, rice, pulses, spices, superfoods, Indian snacks, sweeteners, tea and coffee, and ready-to-cook mixes, sourced from a network of 1,800+ organic farmers. The company processes its products using cold pressing, steam sterilization, and stone grinding, and sells them through its own Shopify-powered website pureandsure.in with a paid Good Food Club membership that offers up to 25% discounts.

Product overview

Phalada Pure & Sure is an Indian organic food company offering a single-brand portfolio of 100% certified organic food products. The portfolio is organized as a unified e-commerce platform (Shopify-based) offering across 14+ product categories including Cold Pressed Oils & Ghee, Spices & Masalas, Flours, Millets, Rice, Pulses/Dals, Superfoods, Snacks, Sweeteners, Tea & Coffee, and Instant Mixes. The company's product strategy centers on a broad, multi-category organic food catalog (over 140 SKUs) rather than a platform-plus-modules architecture. Key product lines include the Cold Pressed Oils collection (coconut oil, castor oil, groundnut oil, mustard oil, sesame oil, sunflower oil, olive oil, and desi ghee), the Superfoods collection (amla, ashwagandha, chia seeds, moringa, quinoa, triphala), the Spices collection (black pepper, cardamom, coriander, cumin, turmeric, cinnamon), the Millets collection (foxtail, barnyard, little, kodo, and proso millets), the Flours collection (ragi, rice, jowar, besan, wheat, multigrain), the Snacks collection (chakli, aloo bhujia, kara sev, boondi, nippat), the Instant Mixes collection (dosa, idly, khichdi, biryani, kheer), and the Tea & Coffee collection (tea powder, green tea, filter coffee). The company also offers a membership program (Good Food Club) providing up to 25% discount on all products. All products are sourced from a network of over 1,800 certified organic farmers, are steam-sterilized for safety, and carry certifications including India Organic, USDA Organic, EU Organic, and Jaivik Bharat.

Differentiator

Problem solved

Functional benefit

Brands

• Good Food Club: Membership program offering exclusive discounts up to 25% off, early access to offers, farm and factory access, and priority member-only benefits.

Products and services

• Organic Raw Jackfruit Flour A naturally gluten-free flour made from raw jackfruit, serving as a source of dietary fiber and starch. Aimed at weight watchers, vegans, and diabetics, suitable for idlis, dosas, rotis, parathas, and baked goods.
• Organic Chakli A South Indian snack made with organic rice flour and natural spices, fried in organic sunflower cold-pressed oil. Small-batch crafted, high in fibre, free from cholesterol, trans fats, and artificial additives, sourced from a network of 1,800+ organic farmers.
• Organic Toor Dal An unpolished pulses/lentils product grown on certified organic farms, rich in protein, folic acid, magnesium, and potassium with antioxidant and anti-inflammatory benefits. Used for dal fry, sambar, rasam, and khichdi.
• Organic Cold Pressed Castor Oil A cold-pressed oil made from certified organic castor seeds, rich in ricinoleic acid and omega-6 fatty acids, used for scalp and hair treatment, skin moisturization, lip care, and traditional wellness rituals. Available in 250ml and 500ml sizes.
• Organic Ragi Flour Stone-ground flour from certified organic finger millet sourced from Karnataka, low-heat ground to preserve calcium, iron, and dietary fibre. Naturally gluten-free, unpolished, and steam-sterilized for safety. Used for porridges, dosas, rotis, and baking. Available in 500g and 1kg sizes.
• Organic Moong Dal A clean, light lentil grown on certified organic farms using soil-friendly methods, rich in proteins, antioxidants, and vital nutrients. Quick-cooking and easy to digest, used for khichdi, soups, curries, salads, and sprouts.
• Organic Tea Powder Premium tea powder from certified organic estates in Assam, processed to preserve natural aroma and bioactive compounds including catechins. High in antioxidants, free from pesticides and artificial additives, used for strong tea, milk teas, chai blends, and iced tea.
• Organic Wheat Flour Stone-ground whole wheat flour from certified organic wheat grown in Rajasthan and Madhya Pradesh, preserving bran, germ, B-vitamins, and natural wheat aroma. Unbleached, unrefined, processed using steam sterilization, used for rotis, parathas, pooris, and homemade baking. Available in 1kg and 5kg sizes.
• Organic Low GI Sonamasuri Rice Organic Low GI Sonamasuri Rice with a lower glycemic response for gradual energy release, steam sterilized for safety, preservative-free, and naturally light and aromatic. Suitable for daily meals, diabetic-friendly diets, rice bowls, and light pulaos.
• Organic Khapli Wheat Flour Flour from ancient Khapli wheat grain, valued for dense nutrition and slow-releasing energy. Naturally high in complex carbohydrates and dietary fibre, with notable protein content and very low fat, with lower gluten content than regular wheat. Used for rotis, chapatis, parathas, and breads.
• Organic Groundnut / Peanut Unrefined organic groundnuts preserving natural crunch, aroma, and earthy taste, rich in healthy fats, plant protein, and fibre. Contains Vitamin B3, Vitamin C, and essential minerals, used for snacking, roasting, chutneys, gravies, peanut laddoos, and peanut butter.
• Cold Pressed Oils and Ghee Collection A multi-product line of cold-pressed oils (coconut oil, extra virgin coconut oil, castor oil, groundnut oil, mustard oil, sesame oil, sunflower oil, extra virgin olive oil) plus organic desi ghee, all sourced from certified organic farms and processed using cold-press methods to preserve nutritional integrity. Available in multiple pack sizes (250ml to 5 litres).
• Superfoods Collection A multi-product line of organic superfoods and adaptogens including amla powder, ashwagandha powder, chia seeds, moringa powder, quinoa seeds, triphala powder, cinnamon, fennel seeds, flax seeds, and Chyawanprash, aimed at wellness, immunity, and traditional Ayurvedic use.
• Flours Collection A multi-product line of organic flours including jackfruit flour, ragi flour, wheat flour, rava, rice flour, jowar flour, besan flour, soya flour, multigrain flour, maida, green banana flour, and sweet potato flour, covering everyday Indian cooking, baking, and gluten-free needs.
• Organic Coconut Milk Organic coconut milk available in 160ml and 400ml sizes for cooking, beverages, and dairy-free recipes.
• Organic Coconut Flour Organic coconut flour in 350g pack size for gluten-free baking and cooking.
• Organic Jaggery Powder Organic jaggery powder in 500g pack size, a traditional unrefined Indian sweetener.
• Organic Coconut Sugar Organic coconut sugar in 500g pack size, a low-glycemic alternative sweetener.
• Organic Palm Sugar Organic palm sugar in 500g pack size, a traditional unrefined sweetener.
• Organic Cocoa Powder Organic cocoa powder in 200g pack size for baking, beverages, and desserts.
• Organic Chyawanprash Organic Chyawanprash, an Ayurvedic immunity booster, in 250g pack size.
• Organic Sweet and Salt Chiwda Organic sweet and salt chiwda (flattened rice snack) in 100g pack size.
• Organic Millet Khichdi Ready-to-cook organic millet khichdi in 200g pack size.
• Organic Bisi Bele Bath Powder Organic Bisi Bele Bath spice powder in 100g pack size, a South Indian spice blend.
• Organic Vangibath Mix Organic vangibath (brinjal rice) masala mix in 100g pack size.
• Organic Multi Millet Kheer Ready-to-cook organic multi millet kheer in 200g pack size.
• Organic Millet Biriyani Ready-to-cook organic millet biryani in 200g pack size.
• Organic Millet Bisi Bele Bath Organic millet-based Bisi Bele Bath ready-to-cook mix in 200g pack size.
• Organic Ragi Dosa Mix Organic ragi dosa instant mix in 250g pack size.
• Organic Rice Dosa Mix Organic rice dosa instant mix in 250g pack size.
• Organic Rice Idly Mix Organic rice idly instant mix in 250g pack size.
• Organic Rava Idly Mix Organic rava idly instant mix in 250g pack size.
• Organic Ragi Porridge Organic ragi porridge instant mix in 200g pack size.
• Organic Tender Jackfruit Organic tender jackfruit, ready-to-cook, in 200g pack size as a meat substitute for plant-based dishes.
• Organic Methi Sticks Organic methi sticks snack in 200g pack size.
• Millets Collection A multi-product line of organic millets including foxtail millet, barnyard millet, little millet, kodo millet, and proso millet, each in 500g pack size, for traditional Indian and gluten-free cooking.
• Organic Brown Rice Organic brown rice in 5kg pack size for daily cooking.
• Organic Basmati Rice Organic basmati rice in 1kg pack size for biryani, pulao, and everyday rice dishes.
• Organic Basmati Rice - Brown Organic brown basmati rice in 1kg pack size, a whole-grain alternative to white basmati.
• Organic Beaten Rice / Poha Organic beaten rice (poha) in 500g pack size for Indian breakfast and snack preparations.
• Organic Broken Rice Organic broken rice in 1kg pack size for traditional and everyday cooking.
• Spices Collection A multi-product line of 28 organic spices including black pepper powder, black pepper whole, Byadagi and Guntur chilli whole, chilly powder, cardamom whole, coriander powder, cumin powder, cumin whole, turmeric powder, cinnamon bark, cinnamon powder, and garam masala, for everyday Indian cooking.
• Pulses and Dals Collection A multi-product line of organic pulses and dals including toor dal, moong dal, green gram whole, green gram split, kidney beans, urad dal split, urad dal whole, bengal gram, kabuli chana, and pancharatna dal, mostly in 500g pack sizes.
• Snacks Collection A multi-product line of organic Indian snacks including aloo bhujia, chakli, chiwda, kara sev, kodbale, masala boondi, methi sticks, nippat, palak chakli, peanut masala, and peri peri chakli, in 100g-200g pack sizes.
• Sweeteners Collection A multi-product line of organic sweeteners including jaggery powder, coconut sugar, palm sugar, brown sugar, honey, and white sugar, for traditional and refined sweetening needs.
• Tea and Coffee Collection A multi-product line of organic teas and coffees including tea powder, green tea, and filter coffee in smooth and bold variants, in 200g-250g pack sizes.
• Organic Alphonso Mangoes Organic Alphonso mangoes sold in 1.5kg pack size, limited availability to Bangalore deliveries.
• Good Food Club Membership A paid membership program offering up to 25% off on all Pure & Sure products, early access to offers and new launches, exclusive farm and factory access, and assurance that every product is tested for 250+ pesticide residues. Available in 1-month (₹199), 3-month (₹499-₹597), 6-month (₹899-₹998), and 1-year (₹1,199-₹2,388) plans.

Quantifiable outcome

• Products tested for 250+ pesticide residues
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• 24 Mantra Organic: Among India's largest organic food brands, offering a broad portfolio of organic staples, flours, dals, spices, and snacks via D2C and retail. Direct peer to Phalada given similar multi-category organic catalog and farmer-sourcing model.
• Organic Harvest: India-based organic personal care and food brand offering organic staples, cold-pressed oils, and snacks. Overlaps with Phalada in cold-pressed oils and organic staples under a natural/clean-label positioning.
• Natureland Organics: Organic grains, spices, oils, and snacks brand in India with online and offline presence. Comparable to Phalada on certified organic staples portfolio and direct farmer sourcing.
• Organic Tattva: Indian organic D2C brand selling organic grains, dals, spices, and snacks across multiple categories. Closely comparable to Phalada on product mix, target customer, and e-commerce-led GTM.
• Organic India: Leading Indian organic brand with certified organic staples, herbal teas, and superfoods sold across D2C, modern trade, and global channels. Highly comparable to Phalada on certified organic packaged foods and farmer-network sourcing.
• Down To Earth: India-based organic food retailer selling staples, flours, cold-pressed oils, and snacks via D2C and offline stores. Direct overlap with Phalada's catalog and target customer.
• Conscious Food: Indian organic staples brand offering organic grains, dals, and spices, with strong presence in modern trade and D2C. Comparable multi-category organic portfolio with similar supply chain ethos.

Emerging players

• Two Brothers Organic Farms: Indian organic D2C brand focused on single-estate, soil-regenerated staples, ghee, and oils with strong storytelling. Comparable on farmer-direct sourcing and premium organic positioning, though catalog is narrower.

Broad incumbents

• Patanjali (Patanjali Ayurved): Indian FMCG giant with a wide portfolio of organic/natural staples, oils, ghee, and spices. Competes with Phalada across categories but at much larger scale and price point.
• Tata Sampann: Tata's unpolished dals, spices, and wholegrain platform with extensive offline and online distribution. Competes with Phalada in staples and spices but as part of a much broader FMCG portfolio backed by deep retail reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/pureandsure

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Phalada Pure & Sure