In the dynamic landscape of Indian food and wellness, Pujan Kachhadiya, a dedicated entrepreneur from Amreli, Gujarat, has carved out a unique space by introducing a globally recognized health product to the domestic market: peanut butter powder. His brand, MYPB, is not merely a new product; it is a health-driven solution for the modern, nutrition-conscious consumer, positioning itself as a superior alternative to traditional spreads.
Identifying the Gap: The Quest for a Unique Product
Pujan Kachhadiya’s entrepreneurial drive stemmed from a clear, focused goal: to find a product with high demand abroad but zero supply in India. After graduating in 2018, he initially prepared for government exams while waiting for the right financial and supportive environment to start a business. His passion was always in business.
The opportunity arose when his elder brother encouraged him to explore future-ready products after the second wave of COVID-19. Being from an agriculture-rich region of Amreli, the team wanted to create a value-added product using local crops like peanuts. Extensive research on global platforms in 2021 revealed peanut butter powder—a product that was a #1 bestseller on Amazon USA and completely missing in the indian market.
Kachhadiya took on the rigorous challenge, spending two years perfecting the formula. The journey involved over 200 trials and traveling more than 30,000 kilometers to successfully launch India’s first peanut butter powder in August 2023.
The Health Advantage: 85% Less Fat, 50% More Protein
The fundamental problem MYPB set out to solve was the nutritional profile of regular peanut butter, which, despite protein claims, is often loaded with nearly 50% fat, excessive calories, and artificial ingredients like palm oil.
MYPB’s powder form directly addresses this by significantly enhancing the nutritional benefits while maintaining the authentic taste:
* Low Fat: It contains 85% less fat than regular peanut butter.
* High Protein: It offers 50% more protein, making it a superior source.
* Low Calorie: It provides three times (3X) fewer calories per serving.
* Clean Ingredients: The product is 100% natural, free from preservatives, artificial flavors, palm oil, or hydrogenated fats.
The powder form also makes the product super versatile. It can be easily reconstituted into a spread, blended into shakes, used in baking, or added to smoothies, making it convenient for fitness enthusiasts, those on calorie-restricted diets, and daily use.
Rapid Market Traction and Scalable Revenue
Despite being launched just six months ago, MYPB has already secured its position as an Amazon Bestseller and ranks in the top 30 in the peanut butter category. With an impressive 40% repeat customer base, the brand has demonstrated strong product acceptance.
MYPB’s primary customer segment is health-conscious individuals, mainly 65–70% males and 30–35% females, aged 18–40, predominantly residing in Tier 1 and Tier 2 cities. These customers are typically gym-goers, athletes, and wellness enthusiasts who understand and value nutritional content.
The brand operates a multi-channel revenue model:
* B2C Sales: 95% of current revenue comes from online channels (own website/app and marketplaces like Amazon), with 5% offline.
* B2B Supply: It supplies raw materials to beer/mead manufacturers and other health product brands, including those featured on Shark Tank.
Looking forward, the company plans to aggressively expand its offline presence through supplement stores and modern trade, alongside international exports. The Total Addressable Market (TAM) is ambitious, targeting a 260 crore initial market share by attracting 20\% of India’s total 1,300 crore peanut butter market to the low-fat, high-protein category.
Guided by Values and Family Support
Kachhadiya’s journey is supported by a family deeply rooted in entrepreneurship. While his father and elder brother successfully ran businesses in automobile repair/electrical and solar energy, Pujan is the first to introduce a completely new consumer concept to the nation.
With core strengths in execution, marketing, and strong personal ethics, Kachhadiya is focused not just on building the business, but also on creating local opportunities in his hometown to help reduce migration. For him, true success is found in achieving significant business growth while living a happy and fulfilling life, driven by togetherness and shared success.
