The Taste of Legacy, The Vision of Innovation
When you think of Indian kitchens, the name Nita Mehta is likely to ring a bell. With over 10 million cookbooks sold, she’s not just a culinary icon but a household name. But behind the scenes of this flavorful empire, her son, Anurag Mehta, is cooking up a revolution of his own—one that bridges legacy with modern entrepreneurship.
As the CEO of Cookflix Pvt Ltd, the force behind Nita Mehta Foods, Anurag is on a mission:
“We see ourselves as a major player in the food FMCG industry with the mission to enter every Indian kitchen,” he tells Startup Times.
And if the last few years are any indication, he’s well on his way.
From Page to Plate: The Genesis of Cookflix
Anurag’s journey into the food space wasn’t just born out of market research—it started with a story.
“In 2015, a big food company approached my mother to endorse their spices. She didn’t approve of the quality,” Anurag recalls.
That moment led to a crucial realization: Chef Nita Mehta had been using her own spice formulations for years, refusing to rely on what was commercially available.
Instead of taking the endorsement deal, mother and son decided to create something of their own.
“We decided to use her formulations to create our own spices and food products company,” he says.
By 2019, Cookflix Pvt Ltd was born.
But this wasn’t Anurag’s first venture. Armed with an Economics degree from Sri Venkateswara College, Delhi University, he had already proven his business acumen by founding Snab Publishers Pvt Ltd, which grew into the largest cookbook publishing house in Asia with over 8 million copies sold.
Cracking the Code of Consumer Trust
The initial challenge wasn’t the product—it was the market.
“The gap was clear: consumers are ready to pay for quality food products—superior taste and ease of use,” Anurag explains.
But identifying the gap and filling it are two different things.
“Building a sales team and distribution channel was extremely expensive and challenging,” he admits.
In a country as vast and diverse as India, creating a reliable, scalable sales network can often be the Achilles heel for FMCG startups.
But Anurag stayed the course.
“The validation of the quality of our products from our online customers gave us the confidence to persist,” he shares.
That feedback loop from early adopters became the proof point Cookflix needed to ramp up production, expand distribution, and set their sights on a larger vision.
What’s Cooking at Nita Mehta Foods?
So what exactly is Cookflix offering?
“We offer superior food products at competitive prices—we offer the best value proposition,” says Anurag.
That includes a growing range of items:
Spices
Pickles
Honey
Soya Chunks
Noodles
Besan
…and more
Each product bears the personal touch and formulation of Chef Nita Mehta herself.
“Our USP is simple—authenticity and quality,” he says.
Unlike many FMCG players who focus solely on branding, Cookflix builds its identity on decades of culinary trust and expert formulation.
The response? Overwhelmingly positive.
With a customer base that stretches across 10 countries including the US, UK, and across Europe and Asia, Nita Mehta Foods is no longer just a homegrown brand—it’s becoming a global flavor ambassador for Indian cuisine.
Lessons from the Entrepreneurial Kitchen
What sets Anurag apart is his ability to blend heritage with hustle.
While he had the advantage of a powerful brand name, he never relied solely on it. Instead, he dug deep into:
Operations
Sales
Product development
Supply chain
He treated this venture not as an inheritance, but a startup in its own right.
When asked about lessons learned, Anurag is quick to point out the importance of validation and persistence.
“The real breakthrough wasn’t a funding round or a celebrity endorsement—it was that moment when customers kept coming back for more,” he says.
His advice for aspiring entrepreneurs is refreshingly grounded:
“Start with a strong product. Know your value proposition. Be ready to invest time and resources into building distribution. And never underestimate the power of customer feedback.”
The Road Ahead: A Kitchen in Every Home
Looking ahead, Anurag has his eyes on scale.
“In the next five years, we aim to be in every Indian kitchen,” he says with clarity and conviction.
That means:
Expanding product lines
Deepening distribution
Continuing to innovate in a space that often resists innovation
With more food products in the pipeline and an expanding presence in both domestic and international markets, Cookflix is poised for a flavorful future.
Final Thoughts: When Legacy Meets Leadership
Anurag Mehta’s story is a testament to the power of legacy when combined with entrepreneurial grit. It’s about honoring the past while building the future—one spice blend at a time.
For those navigating the startup world, Cookflix offers more than just food—it offers a blueprint:
Start with what you know, trust what you believe in, and build what people actually need.
Connect with Anurag Mehta & Explore Cookflix
If you’re inspired by Anurag’s journey or simply want to bring premium, chef-formulated food products into your home, here’s how you can follow and support his work:
Website: www.nitamehta.com
LinkedIn: Anurag Mehta on LinkedIn
Instagram: @chef_nitamehta
Whether you’re an aspiring founder, a food enthusiast, or a consumer looking for quality, the Cookflix story serves up something for everyone.
Bon appétit—and stay inspired.
