About Us – Neetacha Spices

Atul Tandon

Founder & Designate Partner

Led by Atul Tandon, a seasoned leader with over 40 years of experience in Strategic Sales & Marketing across the Automotive, Farm Energy, and Aftermarket sectors, Neetacha Spices stands on a foundation of innovation, expertise, and purpose. With a robust educational background in Agricultural Engineering, PGDMM Symbiosis and MDP from institutions like IIM Ahmedabad, B’lore, Lucknow and XLRI Jamshedpur, Atul Tandon brings a unique blend of technical acumen and strategic foresight to the business.

As the Founder Partner and CEO, his vision extends beyond building a successful business. He is on a mission to positively impact the social fabric of rural India by aligning with national initiatives like Aatmanirbhar Bharat and Make in India. Through Neetacha Spices, he aims to promote the welfare of farmers, generate employment, and establish India as a global leader in premium-quality spices.

Charu Tandon

Founder & Designate Partner

Charu Tandon, a university rank holder with a postgraduate degree in Human Sciences, brings over a decade of expertise in the knowledge industry. Her passion lies in driving initiatives that empower rural communities and promote sustainable growth.

As a co-founder of Neetacha Spices, Charu shares an unwavering commitment to leveraging advanced Cryogenic Technology—a revolutionary process—to craft Wellness Premium Spices that deliver unparalleled quality, texture, aroma, and taste.

Together with her co-founder, Atul Tandon, she envisions building Brand India on the global stage, showcasing the excellence of Indian spices while fostering a healthier, more sustainable future for the nation. Their shared mission extends beyond business, focusing on rural empowerment, economic development, and supporting national initiatives like Aatmanirbhar Bharat and Make in India.

Anjali Karandikar

Associate Partner

As an Associate Partner at Neetacha, I bring a diverse background with a B.Com degree, a Post Graduation Diploma in Foreign Trade (PGDFT), and a qualification in Early Childhood and Care Education (E.C.C.Ed). My career includes significant experience as a Senior Commercial Officer in Exports at Batliboi International Ltd. for four years, where I was responsible for banking, documentation, and customs and excise management. Later, I shifted to the education sector, working as a teacher for four years, which further expanded my skills and perspectives.

Our Founders’ Story

Neetacha Enterprises LLP is the vision of Atul and Charu Tandon—a dynamic husband-wife duo who turned their passion for innovation and wellness into a purpose-driven venture.

Atul, a seasoned technocrat with nearly 40 years of leadership experience in the automotive, farm and FMCG sectors, combined his expertise in engineering and marketing to create a product that blends cutting-edge technology with traditional values. Charu, a university rank-holder with a postgraduate degree in Human Sciences, brought her deep understanding of people’s needs and her decade-long experience in the knowledge industry to shape the brand’s empathetic and consumer-focused approach.

Together, they embarked on a mission to address a growing health crisis—spices depleting its essential oils and medicinal properties during traditional processing, leading to compromised health benefits. Armed with a bold idea, they partnered with the National Research Centre of Seed Spices (NRCSS) under the Government of India and pioneered the use of cryogenic technology in spice manufacturing.

Starting from batch production and farmer collaborations to building a robust eCommerce platform, Charu and Atul have transformed Neetacha into a brand synonymous with trust, purity, and wellness. Their shared vision is to not only create a healthier future but also empower rural farmers and communities, ensuring that the journey from farm to the dining plate is one of sustainability and impact.

With Neetacha, the founders invite you to be a part of their story—a story of health, innovation, and making the brand India proud.

Business Idea

Post pandemic, people’s life-style of all age group has noticeably changed round the globe. They have become more wellness conscious and demanding for authentic ethnic as well as fusion food and healthy snacks, which are free from adulteration to enable them, maintain their energy & immunity levels. India has the largest foodie population in the world, which is growing steadily @ 14.2% CAGR in near terms. Herbs &. Spices are immunity booster, mostly antioxidant treating many health conditions besides offering exquisite aroma, texture and taste without adding extra fat and calories to the food. A pinch of its quantity vitiate or enhance the taste of cuisine.
Cryogenics is a ‘State of Art Technology’ using liquid nitrogen (LN2) as cooling agent, grinds Herbs & Spices at temperature ranging between Zero to (-)196 degrees Celsius. It helps cutting down Oxidation (evaporation) of Essential Volatile Oil to produce finer & better quality products, “the soul of spices” with all the nutrients and aroma intact, thereby, help build brand India image globally.

Business Idea

Post pandemic, people’s life-style of all age group has noticeably changed round the globe. They have become more wellness conscious and demanding for authentic ethnic as well as fusion food and healthy snacks, which are free from adulteration to enable them, maintain their energy & immunity levels. India has the largest foodie population in the world, which is growing steadily @ 14.2% CAGR in near terms. Herbs &. Spices are immunity booster, mostly antioxidant treating many health conditions besides offering exquisite aroma, texture and taste without adding extra fat and calories to the food. A pinch of its quantity vitiate or enhance the taste of cuisine.
Cryogenics is a ‘State of Art Technology’ using liquid nitrogen (LN2) as cooling agent, grinds Herbs & Spices at temperature ranging between Zero to (-) 196 degrees Celsius. It helps cutting down Oxidation (evaporation) of Essential Volatile Oil to produce finer & better quality products, “the soul of spices” with all the nutrients and aroma intact, thereby, help build brand India image globally.

Execution Of The Start-Ups Business Model And Idea

We would initiate sustained activities to position brand NEETACHA as Premium Cryogenic Spices and Healthy Nutri Meals both in B2C and D2C segments. Based on initial response, we’ll go offline too, through distribution channel. Cryo based State of Art Technology is used by us, which is innovative & unique for the Spices Market in India.
Saliency
1. B2C, D2C Model
2. To attract customers we’ll promote through Instagram, Twitter, Google, LinkedIn etc. and other social media platforms.
*We’ll use influencer marketing to promote the spices within households.
* We’ll also promote through Government Marketplace.
*We would also promote and distribute Neetacha Nutri-Meals Products through other distribution channels in phase2
3. Distributor Channels for both Domestic & Export Market

Under advisory and incubation with CCS NIAM, Ch. Charan Singh National Institute of Agricultural Marketing (A Government of India Undertaking)

Since day one, we’ve been working tirelessly in order to expand our product offerings and make our customer experience even better. We’re proud of how far we’ve come yet remain committed to performing even better.
All our raw materials are carefully selected. Delivery options and payment methods generous and flexible. Browse through our product gallery and experience shopping in a very pious atmosphere with Neetacha for yourself. Please don’t hesitate to contact us with questions, comments or suggestions.

Competitive Advantages

Cryogenic Spices

Colour | Flavour

of Essential Volatile Oils

Reduced by 35% – 40%

Purity

with More Antioxidants

Normal Spices

Colour | Flavour

of Essential Volatile Oils

Reduced

CFU Bacteria, Fungi & Other Harmful Organisms

Assured

Team & Advisors

Dedication. Expertise. Passion.

An organization’s culture is a combination of natural personality, beliefs and values of the founding team.
Neetacha has provided a rendezvous for group of friends, who had once studied, worked and/ or lived together for many years before flying off to pursue different careers in respective fields of specialization until now, to return and form a stronger team to work together in the pursuit of excellence and customer service.
Team Neetacha has a stronger bonding with the farming community and Bharat in many ways and developed a distinct eye for quality. We are committed to pass ‘No Defect’ to a Customer whether internal or external, as the team has professionals with diverse skill sets and competencies bringing synergies together and maintaining a good balance in the chain of procurement of raw material, processing, packaging, logistics, sales & marketing and customer satisfaction.