Anju Srivastava, the founder and CEO of Wingreens Farms, is a trailblazer in India’s food industry, blending innovation with a deep commitment to social impact. From her roots as a creative director in advertising to building a farm-to-table empire, Srivastava’s journey is a story of resilience, vision, and conscious capitalism. Wingreens Farms, under her leadership, has revolutionized the way Indians consume dips, sauces, and healthy snacks and empowered farmers and women, creating a model of sustainable business.
Anju Srivastava grew up in India, where she received a convent education that emphasized the importance of doing good deeds. This early influence shaped her worldview, instilling a sense of responsibility to contribute to society. Her education provided a strong foundation for her later career, though specific details about her academic qualifications remain less documented. After completing her education, she pursued a career in advertising, where she thrived for nearly 25 years.
Career in Advertising
Srivastava’s career in advertising was marked by creativity and leadership. As a creative director, she honed her skills in marketing and innovation, which would later prove invaluable in her entrepreneurial journey. Her work took her to the United States, where she lived in Greenwich, Connecticut, for four years. During this time, she and her husband, Arjun Srivastava, began contemplating a return to India to pursue something more meaningful than their corporate careers. Her exposure to potted herbs in the US sparked an idea that would eventually lead to the creation of Wingreens Farms.
The Birth of Wingreens Farms
In 2006, Anju and Arjun Srivastava returned to India with a desire to give back to society. Their entrepreneurial journey began on Republic Day in 2009, when they leased a half-acre of land in Gurugram, Haryana, to grow herbs. Initially, they experimented with 150 different types of crops and sold potted herbs at local malls like DT Mega Mall in Gurugram. However, scaling potted herbs proved challenging, leading them to pivot to producing fresh pesto, which became an instant hit at stores like Spencers.
This shift marked the birth of Wingreens Farms as a company dedicated to high-quality, fresh dips and sauces. The company’s first product, basil pesto, introduced Indians to new flavors and laid the foundation for its growth. To meet demand, Wingreens established a central kitchen in Fazilpur village, where local women were recruited and trained to produce these products.
Business Growth and Expansion
Under Anju Srivastava’s leadership, Wingreens Farms has grown from a small pilot project to a thriving enterprise. The company now cultivates herbs on 15 acres of rented land and produces a diverse range of products, including chips, dips, sauces, and healthy snacks. In 2015, Sequoia Capital made a seed investment, marking a significant milestone. Since then, Wingreens has raised nearly $50 million across various funding rounds, reflecting strong investor confidence.
Wingreens has expanded through strategic acquisitions, including Raw Pressery (a Mumbai-based maker of cold-pressed juices), Monsoon Harvest (a Coimbatore-based cereal maker), and Postcard Snacks (a Bengaluru-based snacks maker). These acquisitions have strengthened Wingreens’ position as a comprehensive FMCG player. In July 2024, the company secured $4.3 million in debt funding from over a dozen investors, further fueling its growth.
Financially, Wingreens Farms has shown remarkable progress. In FY23, the company reported a 50% jump in revenue, reaching Rs 307 crore, though losses doubled due to increased expenses. The company has shifted its focus to offline channels to improve unit economics, demonstrating adaptability and a commitment to sustainable growth.
Social Impact: Empowering Farmers and Women
At the core of Wingreens Farms is a philosophy of conscious capitalism, prioritizing the welfare of farmers and women. The company rents land from farmers at fair prices and employs them as farm managers, addressing the challenges of fragmented land ownership and low yields. By connecting agriculture to processing, Wingreens adds value to produce, reducing farmers’ dependency on fixed market prices set by the government.
Wingreens’ focus on women’s empowerment began with the Women’s Initiative Network (WIN) in 2008, which later evolved into the company itself. Through WIN, Srivastava trained and employed women in food processing, safety, and hygiene. Many of these women, previously uneducated or underemployed, now produce high-quality products like basil pesto, hummus, and salsa. This provides them with a steady income, boosts their confidence, and improves their families’ quality of life. The money earned by these women often supports education and household needs, creating a ripple effect of positive change.
During the Covid-19 lockdown in March 2020, Wingreens’ women workers demonstrated remarkable resilience. They returned to work by March 30, convincing authorities to allow operations in containment zones, ensuring the company’s continuity.
Family Involvement
Wingreens Farms is a family-driven enterprise. Anju Srivastava’s children—Omar, Vikram, and Zoha—are actively involved in running the business. Vikram recalls the company’s early innovation of creating pesto dips in 2011, while Omar emphasizes the commitment to empowering women through WIN. Zoha highlights her mother’s legacy and the need for more female entrepreneurs in India, where women remain underrepresented in business leadership. This family involvement ensures that Wingreens’ values and vision will endure.
Recognition and Awards
Anju Srivastava’s contributions to agriculture and entrepreneurship have earned her widespread recognition. She has been felicitated for advancing agri-based businesses and empowering women. Her inclusion in Forbes India’s W-Power 2022 list underscores her impact on the industry. Srivastava’s work has set a benchmark for socially responsible business practices, inspiring other entrepreneurs to prioritize sustainability and social good.
Current Status and Future Outlook
As of 2024, Wingreens Farms continues to grow rapidly, with a strong focus on sustainability and social impact. The company’s FY23 revenue of Rs 307 crore reflects its expanding market presence, though it faces challenges such as rising expenses. Wingreens remains committed to offline channels to improve profitability while staying true to its mission of empowering farmers and women.
Looking ahead, Srivastava’s vision of conscious capitalism will continue to guide the company. With a strong foundation and a dedicated team, Wingreens Farms is poised to become a Rs 500-crore enterprise in the coming years, further solidifying its position as a leader in India’s food industry.
