The Better India
Meet the founder who turned her search for safe food for her gluten-sensitive son into Amritatva — one of India's most innovative mushroom food brands.
Our Origin
A Mother's Search That Became a Movement
"In search for lactose and gluten-free food for my son, I ended up creating Amritatva — a brand that sells innovative products made with oyster mushrooms."
Preeti Rathore, Founder, Amritatva
When Preeti Rathore's son was diagnosed with a gluten sensitivity, she did what most parents do first: she read labels. What she found in Indian grocery aisles was a familiar bait and switch. Products marketed as clean or healthy still relied on maida as a cheap filler, MSG for flavour that should have come from real ingredients, and preservatives to stretch shelf life. Nothing matched what her son actually needed to eat safely, every single day, not just on the days she had time to cook from scratch.
So she started growing the answer herself. At Amritatva Farm in Jaipur, Rajasthan, she began cultivating oyster mushrooms: a whole food naturally rich in beta-glucans and protein, mild enough to disappear into a dal, a chai, or a bowl of khichdi without anyone noticing it was there. What began as dried mushrooms and a mushroom powder for her own kitchen grew, one product at a time, into gluten-free multigrain pasta and noodles, a sattu protein mix, and a small range of seasonings. Every addition to the range followed the same rule that started the company: real ingredients, an honest label, and nothing hidden behind a health claim.
That rule is not a slogan. Every batch that leaves the farm is third-party tested before it reaches a customer, and the FSSAI licence number (22222046000640) is printed on the pack rather than buried in the fine print. Amritatva was recognised by the DPIIT as a Startup India company in August 2022, is registered as an MSME Udyam manufacturer (confirming it is a genuine Indian producer, not a reseller), and Preeti completed the SAP Regional Entrepreneurship Bootcamp at IIM Ahmedabad in October 2021. Amritatva was also selected for the Walmart Vriddhi programme, which supports Indian women entrepreneurs scaling manufacturing businesses nationally.
The company's story has also been told by others: The Better India, YourStory, SheSight, and ET Hospitality World have all covered Preeti's journey from a mother's kitchen search to a functioning food brand, and Amritatva has represented Rajasthan's startup ecosystem at events including the Rajasthan Startup Summit & Expo and ASSOCHAM's Rajasthan International Centre.
Since Amritatva began in 2020, the brand has grown from a single mother's kitchen experiment into a company with over 11,000 products sold and a presence across more than 35 retail stores, concentrated in Jaipur and Pune, alongside amritatva.com. The mission has not changed since the first batch of mushroom powder left the farm: food that a parent managing a child's dietary restriction can trust completely, because every claim on the label is one the company can actually prove.
