Janani Foods: Sundara Rajan Sampath on Bridging the Gap in India's Food Supply Chain
Entrepreneurship isn't always about the youngest founder with the newest app. Sometimes, it's about decades of industry wisdom meeting a systemic problem. Sundara Rajan Sampath, the Founder of Janani Foods, brought over 40 years of experience in the food and beverage industry to solve one of India's oldest challenges: an unorganized and inefficient agricultural supply chain. By building an integrated aggregator model, Sundara is ensuring that high-quality food reaches the market while farmers get the support they deserve.
Sundara's journey into entrepreneurship was a "natural progression" from his long career as a professional in the F&B sector. "After forty years of working for others, I felt it was time to put my learning into practice," he reflects. "I wanted to produce quality food using the right technology. Janani Foods was born in 2012 with a mission to bring technology and transparency to the farm-to-fork journey."
Technology vs. Product
Sundara has a refreshingly practical view on technology. "Technology is not the product; it's the enabler," he asserts. "Whether it's food processing or supply chain management, the focus should always be on the quality of the final product and the consumer's experience. If the technology doesn't serve the product, it's irrelevant."
Building an Integrated Aggregator
Janani Foods operates as an integrated aggregator of farm products and services. This means not just buying produce, but providing farmers with the tools, technology, and market access they need to thrive. "We started as a trading enterprise focused on exports," Sundara explains. "But we quickly realized that to ensure quality, we needed to go deeper into the sourcing. Today, we handle everything from fresh vegetables to processed food, working with exporters in Mumbai and local vendors across South India."
Scaling an agri-business in India is not without its hurdles. Sundara points out that adoption of technology by farmers remains a significant challenge. "There's a lot of talk about agri-tech, but the ground reality is different. We had to spend a lot of time understanding the dynamics of farming and convincing stakeholders that the right processes lead to better returns for everyone."
Advice for the Next Generation
Sundara encourages young entrepreneurs to look beyond the "software bubble." "Everyone wants to build an app today," he observes. "But India's growth will also come from manufacturing, food processing, and agriculture. These sectors require a lot of grit and 'boots on the ground,' but they are far more sustainable in the long run. If you want to build the India of 2025, you need to build things that people eat and use every day."
He also emphasizes the importance of responsibility over just revenue. "Entrepreneurship is not just about making money; it's about taking the responsibility of a team and a community. When you are an employer, you are responsible for the livelihoods of your employees. That weight should drive you to be more disciplined and more focused."
Sundara's Playbook for Agri-Business
- Experience is the Foundation: Don't rush. Spend time in the industry, learn the nuances of the supply chain, and build your network before you leap into a venture.
- Be Ready to Slog: Agri-business is not a desk job. It requires being in the fields, in the warehouses, and in the wholesale markets.
- Build a Sustainable Model: Focus on profitability and quality from Day 1. Don't rely on the 'funding hype' that often surrounds new tech startups.
- Integrate Your Services: Don't just be a middleman. Provide value-added services that solve real problems for both the producer and the consumer.
The Vision for Janani Foods
Looking ahead, Sundara aims to expand Janani Foods' footprint across India and deepen its export capabilities. He believes that with the right combination of traditional wisdom and modern technology, Indian agri-products can compete on a global stage. For Sundara, Janani Foods is not just a business; it's a commitment to ensuring that India's food future is safe, sustainable, and integrated.
Janani Foods at a Glance
- Focus: Integrated Farm Aggregator and Food Processing.
- Legacy: Founded in 2012, leveraging 40+ years of industry expertise.
- Impact: Bridging the gap between rural production and urban/global demand.
About the Guest
Sundara Rajan Sampath is the Founder of Janani Foods. A graduate of the University of Madras with an MBA from the Indian Institute of Management Delhi, Sundara is a veteran of the Indian food and beverage industry. He has held leadership positions in several top F&B companies before launching his own venture. He is a passionate advocate for agricultural reforms and is dedicated to using his experience to build a more efficient and transparent food ecosystem in India.
Janani Foods is an integrated agri-business and aggregator that specializes in farm-to-fork supply chain management. By providing technology-driven solutions for sourcing, processing, and distribution, Janani Foods ensures high-quality farm produce reaches consumers while empowering farmers with better market access and support services.