When the Market Spoke: Why We Pivoted From Dried to Fresh-Cut

One of the earliest lessons we learned in our food startup journey was this: you must listen to your customers. Initially, we focused on solar-dried vegetables—a sustainable, ancient technique that preserved nutrition. But despite the logic and eco-friendliness, Indian households were hesitant. They didn’t relate to dried bhindi or gobhi.

Feedback poured in: “Why can’t it look like normal sabzi?”, “Is this instant food or junk?”, “Will it taste fresh?” We realized that while the concept was novel, Indian palates weren’t ready to shift from familiar visuals and textures.

That’s when we made a bold move—we pivoted. Instead of selling dried vegetables, we created ready-to-cook kits with fresh-cut, hygienic vegetables that look and taste just like what you’d chop at home. We added chef-made masalas for flavor and ensured everything remained shelf-stable for 6 months without refrigeration.

This pivot was the turning point that helped Poshaqq meal kits find real traction. We were still sustainable, still farmer-sourced—but now we were also market-ready. And that changed everything.

We stopped pushing what we wanted to sell and started delivering what India wanted to cook.