In a candid conversation with Chief Editor Anirban Dasgupta, Richa Khandelwal—Founder & Managing Director of Leads Brand Connect—offers a rare window into the evolution of India’s food culture. Drawing from her rich family legacy and transformative work with both homegrown and global gourmet brands, Richa shares why authenticity, storytelling, and a deep understanding of India’s diverse palate are central to building enduring food brands.
- Leads Brand Connect works with both Indian staples and premium global food brands. How do you see India’s food culture evolving, especially as consumers become more exposed to international flavours through travel and lifestyle experiences?
India’s relationship with food is entering an interesting phase. While traditional staples remain deeply rooted in our culture, there are curious and well-travelled consumers who are increasingly open to discovering global cuisines. International dining experiences as well as digital media exposure have transformed food from a necessity into a lifestyle expression. But at the same time, it is fascinating that Indians are not abandoning their culinary heritage.
A Portuguese extra virgin olive oil now complements a traditional Indian salad, while Amazonian superfoods find their way into modern wellness routines. At Leads Brand Connect, we see this evolution as an opportunity to build bridges between authentic global products and India’s sophisticated palate.
- Your company represents global gourmet brands like Portugal’s Coração do Vale and Brazil’s Amazonika Mundi in India. What makes a global food brand truly ready for the Indian market?
Bringing international gourmet brands like Coração do Vale from Portugal and Amazonika Mundi from Brazil to India has reinforced one important lesson: entering India is not simply about exporting a product—it is about understanding a culture. Any global food brand will do well in India when it respects local tastes, communicates with authenticity, and delivers consistent quality. Market readiness also means premium branding and positioning, building the right distribution ecosystem, effective retail visibility, and meaningful consumer connection. Success comes when we are able to retain the brand’s global identity while making it locally relevant.
- Coming from a family heritage in India’s food and edible oil sector, how has your personal journey resonated with building food brands today?
Coming from a family that has built trusted food brands has given me a unique perspective on what consumers truly value. I have witnessed the evolution of brands like Bail Kolhu, which has become a legacy in the mustard oil segment, and Nourish, which is a nutrition-rich grocery brand. Those journeys taught me that successful food brands are never built on products alone—they are built on consistency, quality, trust, and an emotional connection with consumers.
The family heritage has definitely given me a deep appreciation for the entire food value chain—from sourcing and production to branding, retail, and consumer engagement—and that holistic understanding has become the foundation of how we build enduring brands today.
- For a travel and food audience, provenance matters deeply — where a product comes from, its cultural story, and how it is made. How important is storytelling when introducing international food brands to Indian consumers?
For travellers and food enthusiasts, provenance is sometimes as important as taste. Every exceptional product carries a story—of its landscape, its people, its traditions, and its craftsmanship. Storytelling therefore becomes one of the most powerful tools in introducing international food brands to India. Consumers are no longer buying only an olive oil or a plant-based ingredient; they are buying the heritage of Portuguese olive groves or the biodiversity of the Amazon rainforest. In fact, we are driving initiatives such as ‘World on A Plate’, where we aim to celebrate not just products, but the cultures and culinary experiences they represent.
- You are known for having “an eye for a diamond” when it comes to spotting brands with potential. What do you look for in a food or lifestyle brand before deciding it can succeed in India?
Having closely observed the growth of Nourish and Bail Kolhu, I have seen that enduring brands are built on authenticity, uncompromising quality, and a clear consumer promise. The same principles guided us when we evaluated Coração do Vale and Amazonika Mundi. We looked beyond the product itself to understand its heritage, craftsmanship, purpose, and the unique value it brings to Indian consumers.
Beyond product quality, I look for a compelling origin story, differentiated value, and the ability to build an emotional connection with consumers. I believe that to become a successful brand, we don’t need to chase trends—we need to create lasting relevance. We have to respect their heritage while remaining adaptable to changing consumer expectations. That combination is what transforms a niche product into a memorable brand.
- As someone helping international brands enter India, what advice would you give to global food entrepreneurs who want to connect with Indian consumers in an authentic and culturally relevant way?
India is not a single market. It is a collection of diverse cultures, preferences, and consumption habits. So, my advice is simple. Invest time in understanding regional nuances and, if possible, collaborate with partners who understand the country’s food ecosystem. Indian consumers appreciate authenticity and transparency. If your product has a genuine story, exceptional quality, and a willingness to embrace local culture, India offers one of the world’s most rewarding opportunities for long-term brand building.
