How a personal health crisis sparked a scalable protein venture from Assam

India’s packaged food industry has long been dominated by sweet protein bars, cereal snacks, and imported health supplements. But as awareness around nutrition grows, a new wave of entrepreneurs is experimenting with formats that are both functional and rooted in local tastes. In Assam, where meat consumption is culturally embedded, the idea of a savory protein bar, one that carries the umami of chicken rather than the sugar of oats, is starting to find its place.

IndiMeat, founded by Sayanika Deka, is one of those ventures. What began as a personal search for protein‑rich diets has grown into ready‑to‑eat chicken bars and nutraceutical powders, supported by Assam’s startup ecosystem and driven by a vision to make protein convenient, affordable, and culturally resonant.

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A personal trigger

Sayanika’s journey into entrepreneurship began at home. When her father was diagnosed with dementia, doctors prescribed a protein‑rich diet. That moment made her realize how little was available in the market that was both protein‑dense and culturally familiar. “That is where I realised the importance of protein,” she recalls. From that point, she committed herself to developing products that could meet nutritional needs without compromising on taste.

She sought specialized training and worked closely with institutions such as the College of Veterinary Science in Assam and Hyderabad, and the National Meat Research Institute. With their guidance, she began developing prototypes: a ready‑to‑eat chicken protein bar and a nutraceutical powder. Unlike the sweet bars that dominate shelves, IndiMeat’s product is savory, oil‑free, preservative‑free, and additive‑free, designed to deliver the umami taste of meat in a convenient format.

IndiMeat’s model is not only about nutrition but also about social impact. Sayanika has partnered with Karbi tribal women in Assam, connecting them to government slaughterhouses to ensure hygienic sourcing of meat. This collaboration creates livelihood opportunities while strengthening the supply chain. “We are trying to have an impact in two ways, social and economic,” she explains.

Challenges on the ground

Despite demand in the market, scaling production has been difficult. “We have got the market, we have got the demand, but we do not have the equipment and machines of our own. That is the biggest challenge,” Sayanika admits. Quotations have been sought, loans applied for, and a couple of grants secured — steps that have kept the company moving forward, but the road to full‑scale manufacturing remains steep.

The Assam government’s role

Support from the Assam government has been crucial in easing that journey. Through the Assam Startup initiative, IndiMeat received mentorship, access to programs, and the My Assam Startup ID (MASI) grant. “The support we received has made our entrepreneurial journey a little easier,” she says. Exposure to new markets in Assam and nearby regions, along with confidence from being part of a state‑backed ecosystem, has given IndiMeat credibility.

Sayanika believes the ecosystem works best when institutions collaborate rather than operate in silos. “This hub, definitely, I feel a lot of new institutes should come together collectively and help the community grow as a whole. The entrepreneurial journey would be much easier if more collective efforts can be seen,” she reflects.

Looking ahead

For Sayanika, the next chapter is about taking IndiMeat beyond Assam and making it a household name, much like Indian snack companies that have travelled across cultures and geographies. “We want to be like them. IndiMeat would like to be part of anyone’s home in the entire globe,” she says.

From a daughter’s response to her father’s illness to a startup backed by Assam’s ecosystem, IndiMeat’s story is one of personal conviction meeting institutional support. It is also a reminder that innovation in food and nutrition can emerge from deep human experiences, and that with the right backing, ventures from Assam can aspire to global reach.

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