The driving force behind Aashdit Group’s remarkable success is its visionary co-founder, Surekha Routray. With over 17 years of experience across diverse industries in India and the US, Surekha has shaped the group into a multifaceted organization that continues to innovate and lead in the wellness, technology, and finance sectors. Her journey began with a strong academic foundation, holding a Master’s degree in Marketing and Finance, as well as an MS in Strategic Risk. These credentials, along with her experience in working with international bodies like the US Consulate and Erasmus, and extensive hands-on work in the startup ecosystem in the Indian, American and European Contexts, combined with her passion for sustainability and social impact, have guided her approach to both business strategy and leadership.
Surekha’s entrepreneurial spirit and commitment to holistic well-being led to the founding of Aashdit Nutritech, which focuses on harnessing nature for long-term health. Her leadership emphasizes consumer-centric innovation, quality, and sustainability.
She is an accomplished writer with three Springer publications and has successfully balanced strategic risk with sustainable growth at Aashdit Group, making it a leader in eco-friendly business practices and earning accolades for sustainability. She also serves as Vice President of the WICCI Council for Sustainable Business and Secretary for Policy Affairs at OASME, mentoring startups and supporting their growth challenges.
Surekha’s leadership transcends business success; she aims to weave wellness, technology, sustainability, and social impact into everyday life. Her vision for Aashdit Group prioritizes long-term value for both the company and the communities it serves. Through tech-driven innovative health and well-being initiatives, she strives to create a legacy that blends tradition with innovation, making holistic wellness accessible to all.
Aashdit Nutritech Pvt. Ltd. was born with a vision to redefine the way people nourish and care for themselves. Having witnessed the fading importance of time-honored food traditions and natural self-care practices, it set out on a mission to bring them back—not as relics of the past, but as the future of well-being. As a prominent entity within the Aashdit Group, it is revolutionizing the approach to holistic health and well-being by combining the time-tested principles of ancient wisdom with the latest advancements in technological research. The company develops innovative products and solutions that address the diverse health needs of modern consumers.
Central to the company’s offerings are two synergistic brands: Millsmor and Ahroomi. Millsmor is dedicated to nutrition-oriented products that capitalize on the benefits of ancient superfoods such as moringa and millets. These bio-enhanced products furnish essential nourishment and functional advantages that promote overall well-being. In synergy, Ahroomi specializes in self-care, providing skincare solutions that are enriched with essential oils and botanicals, aimed at nurturing the skin, calming the mind, and fostering emotional equilibrium.
The product development philosophy of Aashdit Nutritech is founded upon rigorous research, quality assurance and sustainability. But translating a vision into reality is never easy. The early days were filled with challenges—sourcing the finest ingredients, ensuring sustainability, and most importantly, creating products that were not only natural but also backed by science. The company collaborates with esteemed institutions, including ICT – IOC Bhubaneswar, CHES, OUAT, and KVK, to conduct comprehensive research that guarantees the quality and scientific efficacy of each product. This commitment to excellence has resulted in the successful development of over 50 stock-keeping units (SKUs) in two years, all derived from climate-resilient crops and innovative technologies to address contemporary health requirements. This expansion underscores Aashdit Nutritech’s dedication to making holistic wellness both accessible and effective.
The growth strategy of Aashdit Nutritech has been characterized by careful deliberation and strategic planning. Initially, the company launched its products in selected markets to collect consumer feedback, refine product formulations, and ensure optimal efficacy. Following this refinement process, the company expanded its distribution through e-commerce and retail channels, thereby enhancing the accessibility of its wellness solutions to a broader audience. Presently, Aashdit Nutritech is fast rising to become a game changer in the holistic wellness sector, effectively bridging the gap between tradition and innovation while providing a comprehensive wellness experience that nourishes the body, mind, and soul.
Beyond its products, Aashdit Group has made its mark in several other sectors, including technology, wealth management, and social impact. Aashdit Technologies is a leader in software innovation, specializing in machine learning, payment gateway integrations, and cloud computing, while Aashdit Capital offers personalized financial services focused on long-term growth and sustainability. The Aashdit Foundation, the social arm of the group, drives impactful initiatives in Resilient Food systems, Climate, and Women’s empowerment, further cementing Aashdit’s commitment to positive societal change.
