– From a quiet village in Assam’s Dibrugarh district, three friends—Jitu Bora, Diganta Saikia, and Vardhan Saikia—launched Manxho in 2020, transforming traditional Assamese smoked meats into a nationally celebrated brand. By blending heritage with innovation, their startup delivers authentic flavors across India, spotlighting Northeast India’s culinary legacy amid growing demand for regional foods.
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Roots in Khowang: A Vision Born from Tradition
Jitu Bora, Diganta Saikia, and Vardhan Saikia hail from Khowang, a small village in Dibrugarh, Assam. Their journey began with a shared passion for Assam’s smoked meat tradition, a cultural staple often confined to local kitchens. Diganta, reflecting on his return from Delhi’s fast-paced work culture, told Business Northeast in 2022, “I wanted to utilize my available time.” This led to the trio starting a piggery farm in 2017 under Pithubar Farms, laying the groundwork for Manxho.
The idea for Manxho, meaning “meat” in the local language, emerged during the COVID-19 pandemic. Recognizing that smoked pork, chicken, and fish were cherished in Assamese households but rarely available elsewhere, they aimed to share these flavors nationwide. “In every Assamese kitchen, smoked meats are a part of life—but outside the region, no one knew about them,” Bora told Hub Network in June 2025.
Pioneering Smoked Meat Delivery
Launched in 2020 as Khowang Exotic Food Solutions LLP, Manxho standardized traditional smoking techniques using local wood varieties while adhering to modern food safety standards. Their product line includes smoked pork, chicken, fish, duck, and tribal-inspired condiments like Bhoot Jolokia and axone pickles, available via their website and platforms like Amazon India.
Manxho’s breakthrough came with its shelf-stable, ready-to-eat (RTE) meat range, requiring no refrigeration—a first in India’s processed meat sector. “Now a student in Bangalore or a trekker in Ladakh can enjoy smoked pork with just hot water,” Bora told The Times of India in June 2025. This innovation made their products accessible to diverse consumers, from urban professionals to travelers in remote areas.
Growth and Recognition
Manxho’s efforts earned the prestigious Son of the Soil Award in 2022, presented by Union Minister Sarbananda Sonowal in Dibrugarh, recognizing their rural startup’s impact. By 2025, the brand had grown to serve customers across India, with a focus on quality and authenticity. Their supply chain supports local farmers, sourcing ingredients like Kaji Nemu and Kon Joha rice, boosting Assam’s agricultural economy.
The startup’s revenue reflects steady growth. While exact figures are private, Business Northeast noted significant demand for their smoked meats and pickles, with products like Smoked Pork Red+ (420gm, Rs 470) and Smoked Pork Pickle (90gm, Rs 168) among bestsellers. The company’s 2024 registration with a Rs 1.1 crore contribution underscores its financial stability.
Manxho’s Expansion and Product Reach
Source: Estimated based on company announcements and coverage in The Times of India and Hub Network.
Challenges and Resilience
The journey wasn’t without hurdles. African Swine Fever and societal stigma around pork posed challenges, as Diganta Saikia noted in Mid-Day. The trio overcame these by investing in hygienic farming practices and educating consumers about their products’ safety. Their membership in the North East Progressive Pig Farmers Association (NEPPFA) further strengthened their expertise.
Manxho’s model emphasizes community growth. “We’re not just selling food—we’re telling the story of our land,” Vardhan Saikia told Hub Network. By reviving nearly forgotten recipes and supporting local farmers, they’ve built a sustainable ecosystem.
Why Manxho Matters
Manxho’s rise preserves Assam’s culinary heritage while creating economic opportunities in a region often overlooked by mainstream markets. It employs local talent, supports small-scale farmers, and introduces Northeast India’s flavors to a broader audience, fostering cultural pride. In a growing Indian food market, projected to expand at 8% CAGR per industry reports, Manxho’s focus on authenticity and innovation sets a model for rural startups.
Looking ahead, the founders plan to enter supermarkets and expand their RTE range, as announced in June 2025. Their story inspires entrepreneurs to leverage local traditions for national impact. As Bora said, “These recipes represent generations of tribal wisdom. Our challenge was to package tradition for modern consumers without losing its soul.”
In a nation hungry for authentic flavors, Manxho proves that small-town vision can spark a culinary revolution.
Also read: Khatabook: Simplifying Finance for Indian Merchants and SME
Last Updated on Wednesday, October 15, 2025 4:05 pm by The Entrepreneur Today Desk
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