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Hitesh Sharma has nominated himself for the Q3 awards on the strength of a single retail sprint in Delhi NCR. KANJI+ sells kanji, the fermented drink that has sat in Indian kitchens for generations, in an 80 ml ready-to-drink probiotic shot. Founder Hitesh Sharma writes that the aim is to make an old gut-health habit convenient enough to keep, and the brand runs it through three channels at once: direct-to-consumer, subscriptions, and offline retail. The retail leg is what he

Six bottles per store, weekly refills, unsold stock taken back. One week later, seven of the first ten stores asked for more. Kanji+ is now in 15 stores and testing whether general trade can carry a traditional fermented drink.

Hitesh Sharma at the Unhu Founders Meet. The problem hiding in plain sight Bloating after lunch. Acidity by evening. The heavy, sluggish feeling that trails an irregular eating day. For many urban Indians, this is simply the texture of modern life: managed quietly, rarely fixed. Most people already know the word that is meant to help. Probiotics. The trouble is what comes next. The options on the shelf tend to be expensive supplements, capsules, or foreign drinks like kombuch