Beendhi

Beendhi operates in the organic, plant-based food sector, offering ready-to-cook meal preparations that are both convenient and flavorful. The company was established in 2011 by Beena Paradin Migotto and her husband, Yannick Migotto, and is based in Paris, France. Beena, born in Kerala, India, and raised near Paris, drew upon the culinary traditions of her mother to create the brand. Her journey into the food industry was unconventional; after a career in finance and strategy consulting and earning an ESSEC MBA, a challenge from friends led her to write a cookbook. This sparked a new passion, resulting in three published books, one of which won a "Best Foreign Cookery Book in the World Award 2009", and collaborations with renowned chefs.

Sensing a market desire for exotic, high-quality vegetarian cuisine, Beena launched Beendhi. The business targets consumers, particularly busy professionals in urban European areas, who are looking for healthy, tasty, and easy-to-prepare meal options. Beendhi's business model involves the creation, production, and distribution of its food products. Revenue is generated through sales in specialized organic retailers like BioCoop, mass-market stores, fine food grocers, and online channels, including its own website where products are also sold in bulk. The company controls its entire supply chain, from sourcing ingredients to marketing, and operates a production workshop near Valence. In January 2019, Beendhi secured $4.56 million in a Series A funding round from investors Quadia, Daphni, and Triodos Investment Management to fuel its growth.

The product line consists of organic and vegan-friendly dry mixes of cereals, legumes, and spices inspired by global cuisines, with a particular nod to Beena's Indian heritage. Offerings include items like ginger and turmeric sautéed basmati rice, lentil daals, and chickpea galette mixes. All products are developed without preservatives, additives, or palm oil, emphasizing natural ingredients. A key feature is the careful sourcing of high-quality, organic ingredients, establishing direct partnerships with producers for items like legumes from the South of France and spices from India and Sri Lanka. This approach caters to a growing consumer demand for plant-based, clean-label, and sustainably sourced food.

Keywords: organic food, ready-to-cook meals, plant-based cuisine, vegetarian food, Indian-inspired food, sustainable food, Beena Paradin, French food company, organic meal kits, healthy convenience food, cereal blends, legume blends, organic spices, direct-to-consumer food, retail food products, food production, clean-label, vegan food, European market, specialty food