This Vidarbha-based startup is empowering farmers and redefining the natural foods industry

A natural foods startup named oRegion is working to transform how Indians view and consume unprocessed products, while empowering farmers in one of the country’s most agriculturally significant regions. 

Founded by chemical engineers and longtime collaborators, Mayank Jadhao and Rajat Nikhade, oRegion stands for “Original Regional Foods” and aims, as they describe it, to provide “100% natural, preservative-free, and unadulterated food products with full traceability.”

The startup focuses on forging direct partnerships with zero-budget natural farmers, tribal communities and self-help groups (SHGs). This model, they say, not only creates a “sustainable farm-to-table supply chain” but also bolsters rural economies, preserves traditional farming methods and provides a stable income for cultivators. 

“This model not only enhances consumer trust but also uplifts rural economies, generates employment, and preserves traditional farming practices,” according to oRegion’s founders.

The startup originated from a firsthand encounter with a struggling farmer, Sachidanand Talvekar, whose wife ran a cold-pressed oil unit. Despite producing high-quality products, they lacked sufficient market access. Stepping in to bridge that gap, oRegion developed a procurement system that revived Talvekar’s business, linking him to a pool of consumers increasingly seeking chemical-free foods. 

Beyond offering a lifeline to individual farmers, oRegion aims to address broader concerns in Vidarbha, where reliance on traditional cash crops, water scarcity and limited market exposure have long plagued the region’s agricultural landscape.

In less than a year, oRegion has expanded distribution across multiple channels, including direct-to-consumer services, Amazon, Jiomart, Tata1mg and brick-and-mortar retail stores in major metropolitan areas. 

The startup projects it may reach as much as Rs 1 crore in monthly revenue within one to two years, while estimating a potential market opportunity of around Rs 300 crore for its premium natural food offerings. To date, it has raised Rs 55.5 lakh, including Rs 25 lakh from the Startup India Seed Fund and Rs 5.5 lakh from an HDFC grant.

oRegion is now looking for further funding to grow globally and encourage more farmers to embrace sustainable practices.

Among oRegion’s flagship offerings is a cold-pressed flaxseed oil, a product that benefits from Vidarbha’s naturally favorable conditions for flaxseed cultivation. The oil, known for its high omega-3 and antioxidant content, has garnered endorsements from “top nutritionists and fitness experts,” solidifying the brand’s image as a beacon of purity. 

The startup’s commitment to ingredient traceability and honesty in sourcing has also caught the attention of high-profile figures like Transport Minister Nitin Gadkari, as well as coverage in ThePlate, a Bangalore-based food news agency.

Looking ahead, oRegion sees its role as more than just an intermediary between farmers and consumers. It envisions a future in which Indian agriculture is no longer overly reliant on water-heavy cash crops and where natural farming techniques are widely embraced. 

The founders stress that their approach is not merely about building a profitable brand but about what they call “building a movement” dedicated to bridging the gap between modern consumers and the country’s agricultural heritage.