How Floryo Aims to Surpass Established Brands Like Aashirvaad Using Traditional Stone Mills

"Floryo is built on four pillars: freshness in processing and packaging, customization through technology, quality and transparency, and innovation in the staples category."

For generations, Indian households used local stone mills to grind their own flour, known as atta. Over the last two decades, this practice has been largely replaced by branded packaged atta from companies like Aashirvaad and Fortune.

The packaged atta industry has grown significantly and is expected to continue expanding at a compound annual growth rate (CAGR) of 13.71%, reaching over INR 24,000 crore by 2032.

However, after the COVID-19 pandemic, there has been a shift towards healthier lifestyles, and more people are moving away from refined and processed foods, including atta. This has created an opportunity for direct-to-consumer (D2C) brands like Chakkizza, TWF Flour, Namma Chakki, and Natraj Attachakki.

Among these emerging brands is Floryo, founded in 2022 by Manohar Kumar. Floryo aims to revive the traditional stone mill culture by providing flour that retains its nutritional value, unlike the ultra-refined packaged products currently dominating the market. 

Floryo aims to capture market share from established brands by selling freshly produced, made-to-order wheat flour through its platform. The company plans to expand into other staples such as rice, millet, processed oil, and ground spices in the future.

Floryo offers a variety of whole grain flours, including functional multigrain flours, single grain flour, customized multigrain flours, and gluten-free multigrain flours. Kumar emphasizes that while traditional brands focus on cost and margins, Floryo prioritizes consumer needs and quality by adopting an outside-in approach.

Kumar states “Floryo is built on four pillars: freshness in processing and packaging, customization through technology, quality and transparency, and innovation in the staples category.”

Initially, Floryo sold its products through its website. In February 2023, it expanded to Amazon, joined the ONDC network in June 2023, and in January 2024, it became available on BigBasket Daily and other quick commerce platforms.

The startup has grown significantly, increasing its revenue from INR 1 crore in FY23 to INR 4 crore in FY24. Kumar aims for an annual recurring revenue (ARR) of INR 36 crore by March 2025. Floryo operates in Bengaluru and Hyderabad, focusing on a hyperlocal approach.

Starting with 21 stock-keeping units (SKUs), the brand now offers 45 SKUs and continues to expand its product portfolio every six months. A key selling point is their ability to deliver products to customers within 24 hours.