India, August 4, 2025: Most poha manufacturers chase volume, but Gourav Subhash Arya decided to chase quality instead. When Arya started OmShree Udyog in January 2023, he noticed something odd about the rice flakes market. Customers complained about the same problem repeatedly, inconsistent quality. One batch would cook perfectly, the next would turn mushy. Retailers got tired of handling returns and complaints. Arya saw an opportunity where others saw just another commodity business.
Young Entrepreneur Tackles Quality Issues in Rice Flakes Industry
OmShree Udyog built its reputation on solving the consistency problem. While competitors focused on cutting costs, Arya invested in standardizing every step of production. His Mishri Poha maintains the same texture and taste, no matter the season or time, it’s always the right choice.
“We’re not aiming to be the cheapest — we’re focused on being the most reliable,” says Arya. “While low-cost poha is easy to find, consistent quality is what truly sets us apart.”
Chhattisgarh’s rich agricultural landscape provides OmShree with access to the finest grain varieties, giving it direct access to the best quality paddy it requires, without middlemen. Local sourcing also means fresher products, an advantage that shows up in the final product.
A Growing Family of Trusted Products
While Mishri Poha leads the charge, OmShree Udyog has expanded its portfolio with three other standout products — each serving a distinct culinary need and regional preference:
Double Deer (Premium Jada Poha): Thick and sturdy flakes, ideal for chivda and traditional poha snacks.
Kalakand (Premium Nylon Poha): Fine-textured flakes made especially for crispy and flavorful mixtures.
Laddu (Premium Nylon Poha): Light and crunchy nylon poha, perfect for namkeen blends and snack mixtures.
₹100 Cashback Campaign Rewards Loyal Rice Flakes Distributors
OmShree’s latest move surprised the industry. Instead of slashing prices like most competitors, they launched a cashback program offering up to ₹100 per 30kg bag of Mishri Poha. The campaign targets retailers and bulk buyers across India.
“This isn’t just a discount,” Arya explains. “We want our partners to feel the benefit of doing business with us.”
The strategy reflects OmShree’s B2B focus. Rather than spending money on television ads, they invest in relationships with distributors and shop owners who actually move the product. The cashback offer makes immediate financial sense for retailers dealing with tight margins.
Specialized Approach Drives Growth in Competitive Market
What sets OmShree apart is specialization. Unlike diversified food companies that produce dozens of items, OmShree focuses entirely on rice flakes. This allows deeper quality control and process optimization that generalist manufacturers can’t match.
The approach is working. In less than two years, OmShree has grown from startup to established supplier, building a network of satisfied retailers who appreciate consistent quality over flashy marketing.
For a company that started with a simple idea to turn humble poha into a symbol of quality, OmShree Udyog is proving that focused execution beats broad ambition.
