As overseas travel, student migration and international business trips rise, new age direct to consumer startups such as DryM Foods and Bowlful are targeting Jain, Gujarati, Marwari and South Indian consumers with freeze-dried meals that promise familiarity, dietary compliance and convenience far from home, creating a niche beyond the reach of traditional ready-to-eat giants such as MTR, Haldiram’s and ITC.

School friends Rahul Jain, Pranit Shah and Monish Agarwal had spent months planning a long-overdue reunion in the Swiss Alps.

Their business-class tickets came with chauffeur-driven airport transfers, while their itinerary included stays at luxury resorts in Bürgenstock, Gstaad and St. Moritz, where top suites can cost anywhere between $8,700 (₹7.5 lakh) and more than $46,000 (₹40 lakh) a night. Yet as departure approached, the biggest question wasn’t about flights, hotels or sightseeing. It was food.

For generations, Indians solved that problem by packing theplas, homemade mixes and carefully prepared meals before a journey. Rahul, a Jain businessman, worried about finding meals prepared without onions, garlic or root vegetables.

Pranit, a Gujarati vegetarian, was wary of hidden ingredients such as cooking lard, meat-based stocks, fish sauces and gelatin that often find their way into dishes labelled vegetarian in many parts of the world, while Monish, a Marwari entrepreneur and frequent traveller, knew that even the world’s finest hotels could not guarantee food prepared to his family’s dietary preferences.

A new crop of startups is betting that the next version of that tradition will fit into a lightweight freeze-dried pouch and travel just as far.

The answer came not from a travel agent but from social media. Instagram and Facebook feeds led them to Sonipat-based DryM Foods and Surat-based Bowlful Foods, part of a new generation of startups using freeze-drying technology to create lightweight, shelf-stable Indian meals.

Unlike the retort-processed ready-to-eat pouches sold by brands such as MTR, Haldiram’s and ITC, freeze-dried meals remove moisture at sub-zero temperatures, helping preserve flavour and texture while dramatically reducing weight. A meal that would typically occupy a bulky ready-to-eat pouch can be packed into a lightweight sachet and rehydrated with hot water in minutes—an advantage for travellers trying to pack light.

“The common thread wasn’t religion or geography, it was trust,” Aayushi Jain, co-founder of DryM Foods, told businessline. “

Jain, Gujarati and Marwari consumers initially came to us because of specific dietary requirements, particularly while travelling. But repeat purchases showed that many other consumers, including South Indians living, studying or working abroad, were looking for the same thing: familiar food they could rely on when away from home.”

What appears to be a niche travel problem is becoming a business opportunity. India’s freeze-dried food market, estimated at $109 million in 2024, is projected to nearly triple to $315 million by 2033, while the broader ready-to-eat and frozen-food market is expected to cross ₹593 billion. Rising outbound travel, student migration and diaspora demand are creating a market for portable, familiar food. The appeal extends beyond convenience. Freeze-dried meals can remain shelf-stable for six to nine months without preservatives, helping brands tap into rising demand for clean-label foods.

Building a Business Around Trust

Founded in 2017 by mother-daughter duo Mrinalini and Aayushi Jain, DryM has grown from revenue of about ₹10 lakh in its first year to ₹1.5 crore in FY25, and has touched a modest 3 crores in FY 26 with plans to grow by 3x in the current fiscal.

The company achieved profitability within two years of launch, while international markets now contribute around 30 per cent of revenue, led by students and diaspora consumers in the US, UK and Canada. DryM is targeting a 50:50 split between domestic and export sales over the next two years as it expands into Europe and the Middle East.

“What started as a travel use case has evolved into a much broader consumer segment,” Jain said. “We’re seeing demand not just from international travellers but also from students, diaspora consumers and institutional channels. Exports already contribute a meaningful share of our business and we expect that to increase as we expand into new markets.”

Bowlful has followed a similar path. Based in Surat, the company focuses on vegetarian, Jain and no-onion-no-garlic meals sold primarily through online channels and community referrals rather than traditional retail networks.

Together, the brands are betting that highly specific dietary preferences can support viable businesses in the digital era. In effect, they are turning what was once a homemade travel hack into a packaged-food category.

Beyond the Supermarket Shelf

Rather than relying on distributors and supermarket shelves, these startups often reach consumers through Instagram reels, Facebook travel groups, WhatsApp communities and diaspora networks.

Many customers discover the products through community referrals rather than conventional advertising, helping brands build loyalty without creating large retail networks.

The category is also expanding beyond its initial audience. DryM’s portfolio has grown from five products to more than 80 recipes, ranging from parathas and biryanis to South Indian favourites such as sambar, lemon rice, upma with coconut chutney and idli-based meals, alongside Jain-friendly variants and specialised meal offerings.

From Suitcases to Scale

The opportunity is beginning to extend beyond community-led online sales. Alongside competitors such as Food On Tym (FOT India), Dryfii and Bombay Tiffin Co., DryM is exploring institutional channels.

DryM has secured business with IRCTC for premium train services, including supplying to Vande Bharat, and is evaluating opportunities in airline catering and travel retail.

“What we realised over time was that people weren’t just looking for convenience,” Jain added to state that . “They were looking for food they could trust, wherever they were in the world.”

Published on June 13, 2026