Anurag Mehta is the dynamic CEO and co-founder of Nita Mehta Industries Pvt Ltd, a fast-growing Indian FMCG company built on the culinary legacy of his mother, celebrated chef and author Nita Mehta. With a background in economics from Sri Venkateswara College, Delhi University, and years of hands-on business experience, Anurag has successfully bridged the gap between traditional home-style Indian cooking and modern food retail. Under his leadership, Nita Mehta Industries has transformed into a brand known for its chef-formulated, high-quality food products that bring authentic flavors to homes across India and around the world. Anurag’s approach combines deep respect for heritage with a startup mindset, making him a standout leader in India’s food industry.
Since its founding, Nita Mehta Industries Pvt Ltd—helmed by Anurag Mehta as CEO—has emerged as a compelling force in India’s food‑FMCG sector. Though its foundation draws strength from the culinary legacy of renowned cookbook author and chef Nita Mehta, the brand’s recent swift development has been driven by Anurag’s vision, perseverance, and strategic thinking. His ability to weave together decades of culinary tradition with modern business practices has enabled the company to introduce chef‑quality homemade products to kitchens across India—and beyond.
“What began as a cautionary tale about quality has become a success story of authenticity, entrepreneurship, and consumer connection.”
Anurag inherited more than just a powerful name; he inherited a trust network cultivated over generations. Chef Nita Mehta’s cookbooks have sold more than ten million copies worldwide, making her an almost household name in India. However, while her reputation opened doors, Anurag chose to build the business as if it were a start‑up, rather than relying only on legacy. Armed with a degree in economics from Sri Venkateswara College, Delhi University, and entrepreneurial experience through Snab Publishers—the largest cookbook publisher in Asia with more than 10 million copies sold—Anurag understood the importance of product development, operations, distribution, and consumer feedback.
The seed of Nita Mehta Industries was planted in 2015 when a leading food company invited Chef Nita Mehta to endorse its spices. She turned down the offer due to quality concerns. Instead of taking a shortcut, Anurag recognized an opportunity: if his mother already used her own spices at home, why not turn them into a proper FMCG brand? That decision launched a journey culminating in the foundation of Nita Mehta Industries Pvt Ltd in 2019.
From day one, the brand’s differentiator was clear: authenticity rooted in Chef Mehta’s own recipes, delivered with uncompromising quality. The company’s initial product line was born from her personal spice formulations—the same blends she had used in her cookbooks and kitchen for years. This authentic connection resonated strongly with home cooks seeking both convenience and real taste. Still, building a FMCG brand in India is no easy feat. Distribution and sales networks nationwide require immense capital and logistical dexterity. For a startup, these can easily become roadblocks. Yet Anurag relied on a data‑driven, feedback‑led approach. With early online sales, he received rapid validation that quality and authenticity mattered deeply to consumers. This feedback became the fuel that propelled Nita Mehta Industries forward.
By 2025, Nita Mehta Industries offered a broad range of products. These include Blended Spice Mixes, Pickles, Honey, Soya Chunks, Noodles, Besan (gram flour), Poha, Dalia, Oats and more. Every product is tied to Chef Mehta’s formulations, and marketed with an unvarnished promise: real, homemade taste with consistent quality. The response has been strong. Over time, Nita Mehta Industries has built presence across ten countries, including the US, UK, Europe, and Asia. The brand is steadily earning the status of a global ambassador for Indian home cooking.
“Excellence begins in the kitchen but is built in the marketplace. It is nurtured by feedback, shaped by logistics, and sustained by customer loyalty.”
Anurag’s achievements with Nita Mehta Industries offer several lessons for aspiring entrepreneurs in any field:
1. Combine Heritage and Hustle
Anurag demonstrates that legacy alone does not ensure success. He treated the venture as a true startup, immersing himself in operations, product development, sales channel building, and logistics. That kind of grit and attention to daily details is what allowed Nita Mehta Industries to stand on its own merit.
2. Begin with a Strong Product
The foundation of Nita Mehta Industries rests on Chef Nita Mehta’s high‑quality formulations. Without a great product, even the best marketing cannot carry a brand far. Anurag emphasizes the need for a compelling value proposition, rooted in authenticity, flavor, and consumer trust.
3. Validate and Iterate Based on Feedback
Rather than scaling on instinct alone, Anurag relied on consumer reactions. Online orders and reviews provided hard data that customers valued the product. That feedback gave him confidence to invest in higher production and more expansive distribution efforts.
4. Build Distribution Deliberately
Anurag notes that the hardest part was not product development, but reaching people at scale. He invested heavily in developing a reliable sales team and logistics infrastructure, forgoing celebrity endorsements or flashy campaigns in favor of foundational strength.
5. Stay Persistent
Success didn’t come overnight. The early years were lean and challenging. What changed the game, Anurag says, was the moment repeat customers began to emerge—people who bought and returned again and again. That traction fueled exponential growth.
Looking forward, Anurag has ambitious goals for the next five years: to bring Nita Mehta Industries products into every Indian kitchen. The roadmap involves diversifying the product line, strengthening distribution across Indian states, and continuing to expand internationally. With upcoming launches anticipated and demand rising in global markets, Nita Mehta Foods is poised to become even more influential. Despite rapid growth, the company has retained its core promise: genuine homemade taste, carefully curated, and rooted in decades of culinary excellence. In a crowded FMCG space where many players focus on branding and packaging, Nita Mehta Industries stands apart by highlighting real recipes, real flavors, and real heritage.
Anurag’s leadership reflects a nuanced understanding of modern business. He respects his heritage, but approaches every problem with fresh thinking. He acknowledges the advantages his surname provides, yet insists the company’s trajectory is shaped by strategic planning, customer insights, and a willingness to learn.
For entrepreneurs, his journey provides a valuable blueprint: start with what you know and believe in, ensure your product truly delivers, invest time in building core infrastructure, and listen to customers. Chef‑driven authenticity, when paired with modern entrepreneurial rigor, can disrupt entire industries. For home cooks and buyers, Nita Mehta Industries products offer more than convenience. They offer a connection—a spoonful of tradition presented in a trustworthy, accessible package. Whether it’s a specific blend of masala, a jar of honey, or noodles prepared with integrity, the common thread is the assurance of chef‑verified recipes and consistent quality.
Anurag frequently reiterates that the goal is larger than business. For him, Nita Mehta Industries embodies a cultural mission: to celebrate Indian home cooking and bring it to tables worldwide. In doing so, he hopes to reshape both perceptions and palates of Indian cuisine globally. The story behind Nita Mehta Industries is also a reminder of how family legacies can evolve. By bringing entrepreneurial structure and market sensibility to a home‑grown tradition, Anurag shows how respect for heritage can coexist with innovation. He’s not beside his mother’s achievements—he’s building upon them with fresh energy and a clear yet humble sense of purpose.
“Anurag’s leadership reflects a nuanced understanding of modern business—he respects his heritage, but approaches every problem with fresh thinking.”
Today, Nita Mehta Industries products are stocked in kitchens worldwide. The company ships goods to international customers, and has plans to deepen reach in the US, UK, Europe, and parts of Asia. Its growth, though rapid, remains grounded in the same principle that sparked its inception: chef‑formulated, home‑trusted recipes. That journey—from a polite refusal of a corporate endorsement to establishing an independent food‑FMCG brand—is a testament to both vision and execution. What began as a cautionary tale about quality has become a success story of authenticity, entrepreneurship, and consumer connection.
Ultimately, Anurag Mehta’s journey holds lessons for anyone building a brand: excellence begins in the kitchen but is built in the marketplace. It is nurtured by feedback, shaped by logistics, and sustained by customer loyalty. His vision— a product in every kitchen—may seem bold, but it is anchored in a strong, scalable foundation.
As Nita Mehta Industries readies itself for the next chapter, its story continues to inspire. It reminds consumers, entrepreneurs, and food lovers alike that when tradition meets tenacity, something extraordinary can happen—one spice blend at a time.