Amrit Deorah

Hi, I’m Amrit — an entrepreneur in the food and nutrition space and founder of Protogrow, a D2C brand focused on baby and family wellness, built in North East India and scaling across India. Here’s my story: I co-built and scaled Excel Foods, one of the leading food manufacturing companies in Northeast India, with brands like Yummy, Keekoo, and Goalzy across instant noodles and snacks. Excel now operates at over 1,000 tons/month capacity, serving both retail and institutional channels. In 2011, I founded Aasray Foods, a mission-driven company focused on solving child malnutrition through science-backed, energy-dense food products. We collaborated with Assam Agricultural University to develop proprietary formulations like Assam Mix, and today we support millions of children across Northeastern states through state-run nutrition programs. We also manufacture and supply Fortified Rice Kernels (FRK) under government-sponsored schemes to combat anaemia, making Aasray a key contributor to public health nutrition in the region. In 2024, we expanded into rice milling with AA Energy Foods, launching brand Jimi Rice— completing our journey to become a fully integrated, farm-to-fork food group, from staple grains to functional nutrition. Protogrow is now our most focused consumer-facing brand — a clean-label, brand-first business scaling across D2C, Amazon, Flipkart, GT/MT, and pharma. With deep regional roots and growing national ambition, we are blending traditional wisdom with modern health needs. I’m also honoured to have received the National Award for Outstanding North East Region Entrepreneur from the Ministry of MSME. I would love to connect with founders or fractional CMOs who have built or scaled a D2C brand, especially in wellness or food, and want to shape a high-trust story from the East — let’s connect. Let’s share stories and grow. 📩 amrit.deorah@yummyfoods.co.in