WayCool Forays into Homegrown Brands

Posted on October 11th, 2023

The COVID-19 outbreak was unforeseen and brought about several changes with regards to our lifestyle, thought process, and businesses among other things. During the nationwide lockdown, all of a sudden, customers found their favourite or preferred labelled products missing from the retail shelves, most probably due to panic buying or shortage of products. When shoppers could not find these brands, they settled for private-label goods.

The private-label brands were not only easily available but were comparatively lighter on the customer’s pockets as well, contributing to the birth of a new range of products in the market. This switch in the buying behaviour of the customers encouraged more and more organizations to launch their ‘home brands’ in the market. Even in the post-COVID era, shoppers who made this switch are still sticking to the private-label brands primarily because of their quality.

WayCool Foods is one of India’s largest and fastest growing agri-commerce companies. Founded in July 2015, WayCool Foods’ operation has spread across product sourcing, food processing, branding and marketing, last mile distribution, and farm inputs. This has given WayCool end-to-end control over the food value chain.

Our main focus has always been on food development and distribution. The company controls innovative technology to gauge and operate a complex supply chain right from soil to sale. Through its farmer engagement program, Outgrow, WayCool works with 85,000+ farmers. It operates a full stack, broadline product range across multiple channels and categories such as fresh produce, staples, and dairy, serving over 1,00,000 clients in the general trade, modern trade, and food services space.

WayCool has now launched its homegrown brands in an attempt to offer the best quality and cost-effective products to its customers. Its consumer brand basket consists of Madhuram, KitchenJi, L’exotique, and Freshey’s, to name a few.

Let’s take a look at each of these homegrown brands.

Meet the Brands

WayCool has always offered the best. This includes class consistency and variety across product categories like fruits, vegetables, cooking oils, dairy, rice, pulses, maida, and even value-added products like pastes, purees, and batter. WayCool’s homegrown brands are created by conducting extensive quality control right from source to your doorstep.

The health and safety of the consumers is our priority, and WayCool ensures that its manufacturing units are regularly audited by the QA team on stringent safety and quality parameters.


KitchenJi, WayCool’s first home brand, offers a range of dals, staples, and spices. Each product ingredient is sourced and carefully handpicked from the most authentic places, and hygienically packed. 

With a wide range of dals, spices, dry fruits and nuts, and sweeteners, Kitchenji will surely add a magical touch to your meal.

The dals are unpolished making them not just tasty, but also highly nutritious. The spice range is sourced directly from the farms, and is unadulterated and clean. The sweeteners are free of chemicals and are 100% natural. Last but not the least, the dry fruits and nuts by Kitchenji can be eaten directly from the pack. These nutritious superfoods are full of flavour.

WayCool’s rigorous quality control process ensures that you receive only the best. They do extensive systematic checks across all stages right at the beginning from sourcing to packaging and distribution at the end.


WayCool understands that people from different parts of India prefer different types of rice. Keeping this in mind, Madhuram offers different types of rice, from the Ponni variety to the Rajabogam, from Matta to Sona Masoori. The rice is sourced from select farms.

Everyday pulses such as toor dal and urad dal are also offered by Madhuram. 


Freshey’s is a ready-to-cook and convenience food brand. It is known for its flagship product idli/dosa batter, and is now expanding into a value-added dairy portfolio. It also has a range of organic products like idli chilli powder, appalam, curd, ghee, turmeric and organic paneer, too.

The brand caters to homemakers who are stressed for time but value home-cooked food. The USP of Freshey’s is the convenience it brings to the homemaker in home cooking. The brand is available in most retail stores and supermarkets across the Greater Chennai region.


L’exotique offers a wide range of top-quality apples, oranges, and kiwis, all sourced straight from the best orchards from across the world. When you buy fruits from L’exotique, you get quality, hygienic and fresh fruits. Our quality assured farm fresh exotic fruits go through in-depth standardized checks before they reach you. 

WayCool controls the raw materials, processing, and packing technology. It has built a robust supply chain ecosystem for last-mile customers or retailers. Therefore, it is only natural for WayCool to come up with its own in-house brands.