Our Founders’ Story
Atul and Charu turned their shared passion for wellness and innovation into Neetacha Spices—a brand that blends science with tradition. Partnering with the National Research Centre of Seed Spices (NRCSS) under the Government of India, they pioneered cryogenic processing in spices, ensuring unmatched quality, purity, and health benefits.
Their journey reflects more than entrepreneurship—it’s about farmer empowerment, rural development, and building Brand India globally.
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.
Why Neetacha?
- Superior Flavour & Colour – Retains natural essence
- 2× Essential Oil Retention – Maximum nutrition & potency
- 4× Aroma – Authentic, powerful spice experience
- 35–40% Less Consumption – More value per pinch
- 99% Microbial Free – Safer & healthier
- Long Shelf Life – Freshness that lasts
Business Idea
Post-pandemic, people’s lifestyles across all age groups have noticeably changed around the globe. They have become more wellness-conscious and are demanding authentic ethnic as well as fusion food and healthy snacks that are free from adulterants, helping them maintain their energy and immunity levels. India has the largest foodie population in the world, which is growing steadily at a 14.2% CAGR in the near term. Herbs & spices are immunity boosters, mostly due to their antioxidant properties, and are used to support various health conditions while offering exquisite aroma, texture, and taste without adding extra fat and calories to food. A pinch of these spices can enhance the taste of a cuisine.
Cryogenics is a state-of-the-art technology that uses liquid nitrogen (LN₂) as a cooling agent to grind herbs and spices at temperatures ranging from 0 to −196°C. It helps reduce oxidation and the loss of essential volatile oils, producing finer and better-quality products—the “soul of spices”—with their nutrients and aroma intact, thereby helping build Brand India’s image globally.
Atul Tandon
Founder & Designated Partner
With 40+ years of leadership in Strategic Sales & Marketing across Automotive, Farm Energy, and FMCG sectors, Atul combines deep technical expertise with strategic foresight. An Agricultural Engineer with management credentials from Symbiosis, IIMs, and XLRI, his vision goes beyond business—he aims to empower rural India, support farmers, and align with national missions like Atmanirbhar Bharat and Make in India.
Charu Tandon
Founder & Designated Partner
A university rank-holder with a post-graduate degree in Human Sciences, Charu brings over a decade of expertise in the knowledge industry. Passionate about community empowerment and sustainability, she is committed to crafting Wellness Premium Spices through Cryogenic Technology that preserves purity, flavour, and nutrition.
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.
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 the advisory and incubation support of CCS NIAM, Ch. Charan Singh National Institute of Agricultural Marketing (A Government of India Undertaking)
we’ve been working tirelessly since day one 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. Our delivery options and payment methods are convenient and flexible. Browse through our product gallery and experience a seamless shopping experience with Neetacha for yourself. Please don’t hesitate to contact us with any questions, comments, or suggestions.
Competitive Advantages
Cryogenic Spices
- SUPERIOR
Colour | Flavour
- 2x RETENTION
of Essential Volatile Oils
- 4x AROMA
- CONSUMPTION
Reduced by 35% – 40%
- 99% MICROBIAL FREE
Purity
- SAFER & HEALTHIER
with More Antioxidants
- Long Shelf-Life
Normal Spices
- NORMAL
Colour | Flavour
- NO RETENTION
of Essential Volatile Oils
- NORMAL AROMA
- NO CONSUMPTION
Reduced
- 100 MILLION+
CFU Bacteria, Fungi & Other Harmful Organisms
- NO SAFETY
Assured
- Normal Shelf-Life
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.
Dr. Neeraj Sharma
BE Agri, IIM - A, PhD
Business Development
Surgyan Gupta
M Tech (Cryogenics), IIT Kharagpur
Plant & Production
Ramnik Malhotra
BE Agri
HR, Key Customer Care and New Infra Development
Neela Tandon
Bsc Pharma, MBA
( NMIMS Mumbai)
Tanya Tandon
Masters in Digital Media & Project Management ( University of Sydney )
Chef Abhinav Hada
Hotel Management
New Product Development
Testimonials
What People Say About Us
Customer Stories
Hear How Our Products Made a Difference