Sixth Sense invests Rs 100 crore in spices brand Pushp

Consumer-focused fund Sixth Sense Ventures, which has backed companies like Bira91, Vahdam and Veeba Foods among others, has invested INR 100 Cr (around $12 Mn) in Indore-based spices brand Pushp.

Founded by industry veterans, Mahendra and Surendra Surana, Pushp has strategically invested in distribution and branding efforts, extending its reach beyond Madhya Pradesh to states like Maharashtra, Rajasthan, Uttar Pradesh, Bihar, and Gujarat. With a consistent revenue growth of 25% CAGR over the last five years, Pushp plans to evolve from a regional leader to a significant national brand.

In a LinkedIn post, Nikhil Vora, Founder, Sixth Sense Ventures, said “A large, sticky, fast-growing category, with a great margin profile and distribution moat makes spices one of the most attractive consumer segments. As consumers increasingly shift from loose, unbranded spices to packaged, branded alternatives, Pushp is strategically positioned to capitalise on this shift. With a seasoned management team, optimal procurement, state-of-the-art manufacturing, and robust distribution, Pushp is transitioning from a regional heavyweight to a national one. This evolution will enable significant value unlocking,” he added.

The Rs90,000crs spices category has high consumption frequency and there has been a noticeable shift from traditional home-ground masalas to branded spice mixes, resulting in 16% CAGR of the Rs50,000crs organised spices opportunity.

Mahendra Surana, Co-founder, Pushp, said, “The Indian consumer is focused on taste, quality and reliability, and our sharp focus on these factors has helped us build deep trust with customers to become one of the top brands in the spices category. We are thrilled about the next phase of growth as we build Pushp into a leading spices brand in the country. We are excited to welcome Nikhil Vora and Nimisha Nagarsekar from Sixth Sense Ventures on this incredible journey. With the Sixth Sense’s rich experience in FMCG companies, Pushp will definitely touch new milestones in future.”

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