This Aspect Hustle Highlight Q&A options 35-year-old New York Metropolis-based entrepreneur Mehek Khera. Khera is the founder and CEO of Niramaya Foods, a snack model “rooted in wellness and impressed by Indian heritage.”
On the age of 24, Khera left New Delhi, India and immigrated to the U.S., the place she landed a job at Walmart. Then burnout and well being points motivated her to start out a health-forward side hustle.
Niramaya is hitting $1 million in income for the primary time in 2025. Learn the way Khera remodeled Niramaya into the successful business behind Naan pretzels and dips, right here. Responses have been edited for size and readability.
Picture Credit score: Niramaya Meals. Mehek Khera.
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What was your day job or main occupation if you began your aspect hustle?
I used to be working in retail at Walmart ecommerce, managing the class and provide chain for magnificence and attire. It was fast-paced, high-pressure and fulfilling in some ways — however over time, the lengthy hours, lack of actual meals and stress started to take a toll on my physique and thoughts.
When did you begin your aspect hustle, and the place did you discover the inspiration for it?
Niramaya started to type in 2020, throughout a season of burnout and well being struggles. I used to be coping with continual, undiagnosed autoimmune situations and could not discover solutions. I left my job and turned to vitamin faculty — and thru that, rediscovered the therapeutic energy of the meals I grew up with: vibrant dals, useful spices, sabzis created from contemporary greens. I spotted these recipes, handed down by way of generations, have been drugs in themselves, and but, I could not discover them on any shelf in a method that felt clear, handy or fashionable. That hole between tradition and comfort, custom and immediately, turned the muse for Niramaya.
What have been a few of the first steps you took to get your aspect hustle off the bottom? How a lot cash/funding did it take to launch?
I began in my kitchen, taking part in with recipes, taking feedback severely and testing early variations at native markets. I knew I could not do that casually, so I saved up about $50,000 over two years to afford the minimal order portions for our first co-manufacturer. I researched tirelessly, made a whole lot of telephone calls and finally discovered a accomplice that aligned with our mission. We developed early packaging, launched a small web site and put actual merchandise into folks’s arms. That is when the magic began.
Picture Credit score: Courtesy of Niramaya Meals
Are there any free or paid sources that have been particularly useful?
Founder networks like Startup CPG, Naturally Community and SKU Accelerator made a world of distinction. Slack teams for CPG founders have been quick, brutally sincere and extremely supportive. On the instruments aspect: Notion for monitoring the whole lot, Canva for design, QuickBooks for funds. However probably the most beneficial useful resource by far? Speaking to customers face-to-face throughout demos. No software program can substitute that.
When you might return and alter one course of or method, what would it not be?
I would not change the trail — each problem taught me one thing I wanted. However I’d higher put together for the sheer useful resource drain. Funds twice the cash and provides your self twice the time. All the pieces takes longer and prices greater than you assume — and that is not a flaw: It is simply the character of the sport.
What’s one thing about this aspect hustle turned enterprise that stunned or challenged you probably the most?
How capital-intensive retail actually is. Getting onto cabinets is simply the beginning — then comes the true work of driving velocity, educating the patron and staying top-of-mind. One other problem was re-educating folks about Indian meals. So many assume it is simply “heavy curry.” However our delicacies is a lot extra: vibrant, clear, gut-friendly, plant-forward. Translating that reality by way of packaging, product and language has been each a problem and a privilege.
Are you able to recall a selected second when one thing went unsuitable — how did you deal with it?
At one among our early retail companions, our dips have been priced too excessive and positioned on the very prime shelf — nearly invisible to the patron. Slightly than panic, I calmly reached out to the client with sales data and shelf psychology insights and provided to help with demos and social posts if they might think about revisiting worth and placement. They agreed. That second jogged my memory that being proactive, respectful and solutions-oriented goes a good distance in retail.
Picture Credit score: Courtesy of Niramaya Meals
How lengthy did it take to see constant income?
We began seeing regular traction round 9 months in. We started with smaller independents, just a few regional shops and numerous in-person occasions. It was grassroots, however it taught me how you can hear, adapt and scale responsibly.
What does development and income seem like immediately?
Right this moment, Niramaya is on the market in over 1,200 retail doorways throughout the nation, together with Sprouts, Albertsons and a powerful base of New York Metropolis independents. This shall be our first 12 months in seven figures. We’re launching new SKUs and doubling down on retailers who consider in what we’re constructing.
What do you get pleasure from most about operating this enterprise?
The deep inventive satisfaction of constructing one thing that feels true and seeing it contact folks. When somebody says, “I’ve by no means tasted something so clear and daring without delay,” I do know we’re doing one thing significant. We’re not simply selling food: We’re shifting the notion of Indian flavors and bringing extra folks into the fold.
What’s your finest piece of particular, actionable enterprise recommendation?
Begin earlier than you are feeling “prepared.” However do not construct in a bubble. Get suggestions continuously, particularly out of your prospects. Keep lean. Construct belief together with your companions. Do not be afraid to ask dumb questions. And keep in mind — relationships will carry you farther than any advertising and marketing marketing campaign. Be beneficiant, be sincere and comply with by way of.
This Aspect Hustle Highlight Q&A options 35-year-old New York Metropolis-based entrepreneur Mehek Khera. Khera is the founder and CEO of Niramaya Foods, a snack model “rooted in wellness and impressed by Indian heritage.”
On the age of 24, Khera left New Delhi, India and immigrated to the U.S., the place she landed a job at Walmart. Then burnout and well being points motivated her to start out a health-forward side hustle.
Niramaya is hitting $1 million in income for the primary time in 2025. Learn the way Khera remodeled Niramaya into the successful business behind Naan pretzels and dips, right here. Responses have been edited for size and readability.
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