Rajshree Upadhyaya | Jaipur | Business Remedies | In the buzzing kitchens of the Institute of Hotel Management, Mumbai, two culinary students, Aditya Rai and Advaith Inamke, found themselves drawn together by a shared passion for food that told a story. What began in 2017 as a playful experiment in their college dorm, making bacon jam, soon turned into a serious pursuit. They didn’t know it then, but their curiosity would one day give birth to the Nomad Food Project, a brand that would reimagine how Indian consumers experienced meat-based condiments.
After graduating, Aditya and Advaith took up corporate jobs but continued their food experiments on the side. Their early jars of bacon jam, infused with Indian spices, slow-cooked onions, and a hint of sweetness, were gifted to friends and family. The response was overwhelming. Encouraged by this feedback, they started selling small batches online in 2019. The Indian market had never seen anything quite like bacon thecha or chorizo jam before. They were not just condiments; they were bold, artisanal flavor bombs meant to transform everyday meals.
They began sourcing 100% pure pork bacon from ancestral farms in Pune, while vegetables came fresh from local mandis. With sustainability in mind, they packed everything in reusable glass jars and refused to use preservatives. Their pricing reflected the premium quality: Rs. 350 to Rs. 400 for bacon jams, Rs. 300 for vegetarian options. The products weren’t meant for the mass market but for adventurous food lovers seeking gourmet experiences at home.
Revenue in the first year hit Rs. 9.5 lakh, a promising figure for a bootstrapped business running part-time. In 2020, sales grew to Rs. 11 lakh. But it was 2021 that marked a turning point. Revenue jumped to Rs. 46 lakh, and the founders decided it was time to go all in. They quit their jobs and devoted themselves entirely to building the Nomad Food Project. The brand expanded to 12 SKUs, including vegetarian relishes and upcoming innovations like bacon podi and beef jerky.
Their big break came in 2022 with Shark Tank India. Confident but grounded, the duo asked for Rs. 40 lakh in exchange for 10% equity. Their pitch was unconventional and refreshingly honest. In a rare show of unanimous approval, all five sharks came on board with a counteroffer: Rs. 40 lakh for 20%. The deal wasn’t just about money, it validated their vision and product.
Post Shark Tank, everything changed. Monthly sales grew from Rs. 5 lakh to Rs. 19 lakh. Their Instagram following more than doubled, and brand collaborations with luxury hotels like Oberoi and Hyatt came rolling in. International shipping began, and celebrities and food influencers started posting about it. Yet, the founders remained focused on their core values—flavor innovation, artisanal quality, and a quirky, relatable brand voice. Their “Sanskari Bacon” campaign was a clever nod to Indian culture, introducing bacon in a way that even conservative households could find endearing.
By March 2024, the brand had raised close to Rs. 45 lakh in funding and was valued at around Rs. 2 crore. More importantly, it had carved a niche for itself in India’s premium food segment, standing shoulder to shoulder with emerging gourmet players. For Aditya and Advaith, the Nomad Food Project was never just about bacon. It was about reimagining what condiments could be in India, bold, playful, and unforgettable.
From late-night kitchen experiments to national recognition, their journey is a testament to what’s possible when creativity meets commitment. In a market often saturated with sameness, they dared to be different, and that made all the difference.
Written & Edited By:
Rajshree Upadhyaya
