NE CRAFTERS Wins Start-Up Awards At BNE Conclave, Eyes 45% Profit Margin Within Next Two Years

Guwahati: NE CRAFTERS is making waves in Assam's start-up ecosystem, combining business finesse with social impact. Founded by fervent entrepreneur Anshuman Goswami, the company's direct association with farmers ensures traceability and fair practices while bringing premium, preservative-free products crafted with care.

In an exclusive interview with Business Northeast (BNE), founder Anshuman Goswami shares NE CRAFTERS' journey, its future dream, and how it's bringing the distinct tastes of Northeast India to the world.

BNE: Please tell us about NE CRAFTERS and its origin.

Anshuman Goswami: NE CRAFTERS is more than just a food processing brand—it’s a vision born from my deep desire to create meaningful change in Assam. During my engineering days, I founded an NGO called FLYCATCHERS. Through that work, I realised that true, sustainable impact cannot come from charity alone. Real change emerges from building something that serves communities, sustains livelihood, and fosters regional pride.

We founded NE CRAFTERS to share the rich flavours of Northeast India, like Bhut Jolokia and Szechuan pepper, with the world. Every product we craft is pure, authentic, and free from preservatives. Our dream is to grow NE CRAFTERS into a nationally and internationally recognised brand that not only signifies Assam but also stimulates others to believe local brands can shine globally.

BNE: What are your thoughts on winning the Start-Up Award at the Northeast Business Conclave 2.0?

Anshuman Goswami: It feels incredibly special and humbling to be recognised at the Northeast Business Conclave 2.0 by Business North East (BNE). When we started NE CRAFTERS, it was with a simple mission: to bring the unique ingredients of Northeast India to a larger audience while supporting local communities. This award validates the hard work of our team and the trust our farmers place in us. It motivates us to dream bigger, scale responsibly, and continue sharing the rich food culture of the Northeast with the world.

BNE: Who is your target audience?

Anshuman Goswami: Our target audience varies by product category:

Chilli Oils: Urban food enthusiasts, home cooks, and gourmet consumers who seek bold, authentic flavours. We also cater to restaurants, cloud kitchens, and cafes offering Asian or fusion cuisines.

Breakfast Mixes: Busy professionals, families, and fitness enthusiasts looking for protein-rich, convenient, healthy breakfast options.

Oleoresins: Industrial buyers, including food processing units, pharmaceutical and nutraceutical companies, and cosmetic brands that seek pure, high-quality spice extracts.

We also focus on export markets, catering to international buyers interested in exotic, niche products from Northeast India.

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BNE: What inspired you to start NE CRAFTERS?

Anshuman Goswami: The idea was born from the realisation that true impact needs sustainable business models. My experience with FLYCATCHERS highlighted the need to create jobs, support farmers, and foster regional entrepreneurship. Despite Northeast India’s immense possibilities, very few brands have a national attendance. Our goal with NE CRAFTERS is to change that narrative by building a brand that exemplifies authenticity and regional pride.

BNE: What does your customer base look like?

Anshuman Goswami: Our customer base includes urban consumers who seek premium, clean-label products, culinary enthusiasts who experiment with unique ingredients, and hospitality businesses that value genuineness. We also serve NRIs and Northeast groups living outside the region who want to stay linked with the flavours of home.

BNE: Can you share your revenue and profit margins?

Anshuman Goswami: As a growing startup, we are currently concentrating on scaling operations. Our profit margin is around 20-25 per cent, but with better sourcing and economies of scale, we aim to increase it to 40-45 per cent within the next two years.

BNE: Who are your competitors?

Anshuman Goswami: Chilli Oil Segment: Competitors include Naagin, Moi Soi, The Khao Project, Master Chow, Sprig, and Kaatil.

Breakfast Mix Segment: We compete with brands like YogaBar, True Elements, Slurrp, and MTR.

Our competitors are large B2B players like Synthite Industries, Kancor Ingredients, and Plant Lipids.

BNE: Tell us about your incubation journey.

Anshuman Goswami: Our incubation voyage was stimulating. After over 100 rejections, our innovation came with pitches to Nestlé, Tibbs, and the Indian Angel Network, leading to our selection at Assam Startup, CSIR-NEIST BioNEST, and other prestigious programs. Each incubation enriched our understanding of product positioning, scalability, and ecosystem building.

BNE: What makes NE CRAFTERS unique?

Anshuman Goswami: Our uniqueness lies in our commitment to genuineness and sustainability. We source indigenous ingredients directly from farmers, ensuring purity and traceability. Our clean-label products are free from preservatives and artificial additives. We also invest in product novelty, developing protein-rich breakfast mixes and spice excerpts using advanced technology.

BNE: How did you get your products on major platforms like Amazon and NERAMAC?

Anshuman Goswami: Our Bhut Jolokia Chilli Oil earned "Amazon's Choice" within seven months due to our promise to quality and customer satisfaction. On-boarding required professional listings, proper certifications, and active participation in trade shows like "World Food India 2024."

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BNE: Why do you include recipes on your website?

Anshuman Goswami: Recipes educate consumers on how to use our unique ingredients, boosting their confidence and hopeful exploration. It also helps our website’s SEO, driving organic traffic and increasing customer assignation.

BNE: Are you targeting international markets?

Anshuman Goswami: Yes, we aim to enter global markets, particularly South Korea, within the next two years. We are preparing by securing export certifications, enhancing packaging compliance, and building partnerships with international distributors.

BNE: What challenges and opportunities do you see for Assam's startup culture?

Anshuman Goswami: Challenges are limited market exposure, high logistics costs, and a nascent manufacturing ecosystem. However, there are huge chances through government support and rising demand for indigenous products. We aim to stimulate and build a sustainable ecosystem that uplifts farmers and entrepreneurs.

BNE: What are your future plans?

Anshuman Goswami: We plan to expand manufacturing, collaborate with major hospitality chains, and increase our digital presence. Our goal is to position NE CRAFTERS as a national and global brand that represents the rich culinary heritage of Northeast India.