Beetroot powder

In 2013, when electronics engineer Anuja Jadhav was studying MBA in London, she had chalked out her future plan of action. She would return to India and launch a business around coconuts. "I saw coconuts as India's pride. The West is fascinated by them but they don't have it growing in their backyard. On the other hand, coconuts are plentiful in India but are not completely utilised," says Jadhav. The 28-year-old wanted to change that. Later, when she moved to Mumbai, a serendipitous meeting with Chirag Aggarwal, 30, a school friend employed with an e-commerce firm in Mumbai, strengthened the resolve. "Both of us wanted to help people lead healthier lifestyles by paying attention to the food that they were consuming," she says.