From Cookbooks to Kitchens Around the World: The Mission and Vision of Anurag Mehta’s Culinary Revolution
Anurag Mehta, CEO of Cookflix and the visionary behind Nita Mehta Foods, is leading a flavorful transformation in India’s food industry. By blending the legacy of culinary icon Chef Nita Mehta with modern entrepreneurial grit, he’s bringing chef-formulated, authentic food products to kitchens across India — and around the world.
A Legacy Reimagined for the Modern Indian Kitchen
When you think of Indian cooking, Nita Mehta is a name that resonates in millions of homes. With over 10 million cookbooks sold, she’s more than a chef — she’s a trusted voice in the kitchen.
But the next chapter of this culinary empire is being written by her son, Anurag Mehta, who has taken his mother’s time-tested recipes and formulations and turned them into a fast-growing FMCG (Fast-Moving Consumer Goods) brand: Nita Mehta Foods.
“We see ourselves as a major player in the food FMCG industry with the mission to enter every Indian kitchen,” says Anurag Mehta.
The Origin Story: Quality Over Compromise
Anurag’s journey began not in a boardroom, but in a moment of decision. In 2015, a major food company approached Chef Nita Mehta for a spice endorsement. She refused — the quality didn’t meet her standards.
“My mother had always used her own spice formulations. That’s when we realized the market needed something better,” Anurag shares.
Rather than settle, the mother-son duo chose to build. In 2019, Nita Mehta Foods was launched, based entirely on her personal recipes and culinary standards.
Building a Business From Scratch
This wasn’t Anurag’s first taste of entrepreneurship. A graduate in Economics from Sri Venkateswara College, Delhi University, he had earlier founded Snab Publishers Pvt. Ltd., now the largest cookbook publishing house in Asia.
But launching a food products company presented fresh challenges.
“The biggest hurdle wasn’t the product. It was building the distribution and sales network,” he explains.
Despite the odds, the quality of their products spoke for itself. Online customer validation became their backbone, helping them navigate the tough terrain of India’s diverse market.
The USP: Authenticity Meets Quality
Unlike many FMCG players who focus heavily on branding, Nita Mehta Foods stands out with a simple but powerful unique selling proposition:
“Every product has Chef Nita Mehta’s personal touch. We offer authenticity and quality — and that’s non-negotiable,” Anurag affirms.
From carefully curated spice blends to ready-to-cook products, everything reflects decades of culinary trust and expertise.
A Growing Global Footprint
What started in India has now expanded across 10+ countries, including the USA, UK, Europe, and Asia. Nita Mehta Foods is fast becoming a global ambassador of Indian flavors.
With a focus on:
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Operations
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Sales
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Product Development
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Supply Chain Optimization
…Anurag Mehta runs the venture not as an inherited business, but as a startup with scalability and sustainability at its core.
Lessons from the Journey
Anurag’s advice to budding entrepreneurs is rooted in real-world experience:
“Start with a strong product. Know your value proposition. Be ready to invest in distribution. And always listen to your customers.”
He believes true validation doesn’t come from investors or marketing gimmicks — it comes when customers return for more.
Vision for the Future: Every Indian Kitchen
Anurag’s mission is crystal clear:
“In the next five years, we want to be in every Indian kitchen.”
With new products in the pipeline and a growing footprint at home and abroad, the journey from cookbooks to kitchens worldwide is well underway.
