Double Horse
Double Horse is a Kerala-based consumer food brand (founded 1959, under Manjilas) selling rice products, jaggery powder, ready-to-cook mixes, and spice blends to South Indian consumers through direct e-commerce, online marketplaces, and bulk B2B channels.
- Company typePrivate
- Founded1959
- HeadquartersThrissur, India
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Double Horse does
Double Horse is a consumer food products brand operating under Manjilas, a Kerala-based family-owned food company founded in 1959 and headquartered in Thrissur, India. The company originated as a rice milling business and has evolved over six decades into a multi-category food brand offering rice products, jaggery powder, ready-to-cook mixes (including Puttu Podi, Idiyappam Powder, Instant Idiyappam, Palappam Mix, and Sadya Palada Mix), and traditional spice blends (Chicken Masala, Brahmin Sambar Powder, Garam Masala, Parippu Pradhaman). Its target market is South Indian and Kerala cuisine consumers, with secondary exposure to institutional buyers through bulk sales channels.
The core technology consists of rice milling and food processing operations supported by a hybrid distribution model. The company sells direct-to-consumer via its owned e-commerce platform (doublehorse.in) and through major Indian online marketplaces including Amazon, Flipkart, IndiaMART, JioMart, Netmeds, Firstcry, and BigBasket. A separate bulk sales channel serves hotels, restaurants, and caterers. The wholly-owned subsidiary MFTPL (Manjilas Food Trading Private Limited) handles food trading and distribution functions.
Revenue mechanics are based on one-time product sales across fragmented B2C and B2B segments. Pricing is not publicly disclosed, and no subscription or licensing model is apparent. The company is led by a Manjila family management team with Sanjay George as CEO, Santhosh Manjila as Managing Director, Vinod Manjila as Chairman, and Joe Ranji as Director. The business remains privately held with no external funding, and has a 1,001-5,000 employee base.
Double Horse firmographics
Firmographics- Name
- Double Horse
- Legal name
- Manjilas
- Website
- https://manjilas.com
- Company type
- Private
- Founded year
- 1959
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Double Horse is a Kerala-based consumer food brand (founded 1959, under Manjilas) selling rice products, jaggery powder, ready-to-cook mixes, and spice blends to South Indian consumers through direct e-commerce, online marketplaces, and bulk B2B channels.
- Ownership category
- akta.pro rank
Double Horse industry classification
Industry- Product category
- Packaged Food Products
- NAICS
- All Other Specialty Food Retailers (445298), Other Specialty Food Retailers (44529), Grain and Field Bean Merchant Wholesalers (424510)
- SIC
- Grain Mill Products (2040), Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Rice Cakes & Grain Snack Manufacturing (AFAKAIAK)
Keywords
Where Double Horse is headquartered
LocationHeadquarters
- HQ city
- Thrissur
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Double Horse business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct E-commerce Sales: Products sold directly to consumers through doublehorse.in e-commerce platform
- Marketplace Sales: Products sold through major online marketplaces including Amazon, Flipkart, IndiaMART, JioMart, Netmeds, Firstcry, and BigBasket
- Bulk Sales: Bulk sale of food products for institutional and commercial buyers
Go-to-market motion2 records
Distribution channels9 records
Marketing channels6 records
Double Horse product offering
Product offeringCore offering
Double Horse manufactures and sells South Indian and Kerala specialty food products under the Manjilas parent brand, including rice and rice-based staples (Puttu Podi, Idiyappam Powder, Instant Idiyappam, Palappam Mix, Sadya Palada Mix, Roasted Rice Flour), traditional spice blends (Chicken Masala, Brahmin Sambar Powder, Garam Masala), and jaggery products. The portfolio is sold directly to consumers via doublehorse.in and through major Indian e-commerce marketplaces, with a parallel bulk sales channel for institutional and commercial buyers.
Product overview
Double Horse is a food products brand under Manjilas, a rice milling company founded in 1959 that has evolved into a premium quality food brand offering ready-to-cook mixes, spices, and food ingredients. The product portfolio includes Double Horse Jaggery Powder, rice products, and various convenience food mixes such as Puttu Podi, Idiyappam Powder, Instant Idiyappam, Palappam Mix, Sadya Palada Mix, Roasted Rice Flour, and masala products including Chicken Masala, Brahmin Sambar Powder, and Garam Masala. Products are sold through the e-commerce platform doublehorse.in and major online marketplaces.
Differentiator
Problem solved
Functional benefit
Brands
- Double Horse: Consumer food products brand of Manjilas offering rice products, jaggery powder, idiappam powder, masalas/spices, and ready-mix food products.
Products and services
- Double Horse Jaggery Powder
Companies that use Double Horse
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Double Horse technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Double Horse partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Amazon IndiacoreDouble Horse products are sold through Amazon India marketplace, providing access to Amazon's vast customer base and logistics infrastructure across India.
- FlipkartcoreDouble Horse products are available on Flipkart marketplace, reaching customers across India through Flipkart's e-commerce platform.
- IndiaMARTcoreDouble Horse uses IndiaMART as a B2B marketplace to connect with bulk buyers and commercial customers.
- JioMartminorProducts available on Reliance JioMart platform for consumer access.
- NetmedsminorHealth and wellness focused marketplace partnership for reaching health-conscious consumers.
- FirstcryminorProducts available on Firstcry marketplace, reaching family and household buyers.
- BigBasketminorProducts available on BigBasket grocery marketplace for direct consumer delivery.
- Malayala ManoramaminorAssociation with Malayala Manorama newspaper for CSR activities and community engagement programs like the Vayana Kalari program.
- St. Sebastians CGHS NellikunnuminorCSR partner for community programs including the Vayana Kalari educational initiative.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Double Horse competitors and assessment
Company assessmentEmerging players
- iD Fresh Foods: India's leading fresh ready-to-cook batter and traditional mix brand (idli/dosa batter, traditional pastes). Direct competitor in the South Indian convenience mix category with national presence.
- 24 Mantra Organic: Organic and natural foods brand with overlap on jaggery, spice, and traditional staples. Comparable on D2C and marketplace presence with sharper positioning toward health-conscious consumers.
Broad incumbents
- Everest Spices: National spice brand with dominant share in blended masala categories. Competes in the same shelf and search keywords on Amazon/Flipkart and represents the larger, more distributed incumbent.
- MDH (Mahashian Di Hatti): Pan-India legacy spice brand with broad masala and ground spice portfolio. While not Kerala-specific, it is a key competitor in the spice blend category and on shared marketplace listings.
- Mother's Recipe: Pan-India ready-to-cook and condiment brand (owned by Desai Brothers). Overlaps with Double Horse's pickle-adjacent and traditional spice categories; broader geographic reach is a comparable north star.
- Tata Sampann: Tata group's branded staples, spices, and convenience food line. Competes in similar category space with the strength of a major parent group's distribution and brand investment.
Direct peers
- MTR Foods: Established Indian ready-to-cook and instant mix brand with overlapping South Indian breakfast mixes, spice blends, and convenience food formats. Directly comparable on product categories (Puttu/Idiyappam/Palappam equivalents), consumer positioning, and multi-channel retail.
- Eastern Condiments: Kerala-headquartered spice, masala, and ready-to-cook brand with deep penetration in the same Kerala market. Most direct regional competitor with overlapping product formats and target demographic.
- Aachi Masala: South Indian spice and masala brand serving similar consumer demographics with traditional formats. Comparable on product mix, regional focus, and channel strategy through modern retail and online.
- Sakthi Masala: Tamil Nadu-based spice and ready-mix brand with strong South Indian presence. Comparable on product formats, target consumer, and competitive positioning in traditional masala and convenience mixes.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Double Horse social profiles
Digital presenceDouble Horse financial estimates
Financial estimateRevenue estimate
Valuation estimate
Double Horse leadership team
Management profileNumber of profiles
Profiles4 records
Double Horse subsidiaries and ownership
Company hierarchySubsidiaries1 record
Double Horse funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Double Horse M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Double Horse
What does Double Horse do?
Double Horse manufactures and sells South Indian and Kerala specialty food products under the Manjilas parent brand, including rice and rice-based staples (Puttu Podi, Idiyappam Powder, Instant Idiyappam, Palappam Mix, Sadya Palada Mix, Roasted Rice Flour), traditional spice blends (Chicken Masala, Brahmin Sambar Powder, Garam Masala), and jaggery products. The portfolio is sold directly to consumers via doublehorse.in and through major Indian e-commerce marketplaces, with a parallel bulk sales channel for institutional and commercial buyers.
Is Double Horse a public or private company?
Double Horse is a private company. It is classified as family owned and is currently operating.
When was Double Horse founded?
Double Horse was founded in 1959. It employs 1,001 to 5,000 people.
Where is Double Horse based?
Double Horse is headquartered in Thrissur, India, in the Asia region.
How does Double Horse make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are marketplace Sales and bulk Sales.
Who are Double Horse's main competitors?
Emerging players on record are iD Fresh Foods and 24 Mantra Organic. Broad incumbents are Everest Spices, MDH (Mahashian Di Hatti), Mother's Recipe and Tata Sampann. Direct peers are MTR Foods, Eastern Condiments, Aachi Masala and Sakthi Masala.
Does Double Horse have an API?
No public API is recorded for Double Horse.
What industry is Double Horse in?
Double Horse's product category is Packaged Food Products. Its primary akta.pro industry code is AFAKAIAK, Rice Cakes & Grain Snack Manufacturing. Its NAICS code is 445298 and its SIC code is 2040.