Rozana’s in-house FMCG brand Samuh has crossed an annualised revenue run rate of ₹100 crore within just three months of launch, emerging as one of the fastest growing rural consumer brands in India’s FMCG sector.
Launched at the end of February 2026, Samuh is now targeting ₹500 crore ARR by the end of this year and aims to scale to ₹1,000 crore by FY27 through rapid expansion across rural India.
The company plans to enter 10 additional states, including Bihar, Odisha, Jharkhand, Rajasthan, Madhya Pradesh, Punjab, Himachal Pradesh, Uttarakhand, Jammu & Kashmir, and the National Capital Region.
According to co-founder Adwait Vikram Singh, Samuh is currently moving nearly 1.4 crore units every month, with monthly growth rates ranging between 75% and 100%.
“We are already present in 21,000 villages. No new FMCG brand has started from that position,” Singh said.
Rozana currently operates 85 large-format rural commerce stores across Uttar Pradesh, while expanding into Haryana and Uttarakhand. Each outlet spans between 6,000 and 7,000 square feet and carries live inventory worth ₹50–60 lakh across multiple categories.
The company has raised more than ₹450 crore from investors including Bertelsmann India Investments, Fireside Ventures, and the Bikaji Family Office.
Samuh currently offers around 80 SKUs across seven categories, including biscuits, namkeen, beverages, confectionery, fryums, and home care products. The products are sold exclusively through Rozana’s distribution network across rural markets.
The brand follows a fully asset light contract manufacturing model inspired by Kirkland Signature, relying on manufacturing partners rather than owning factories.
Its growth strategy is centered around low-ticket rural consumption products, including ₹5 biscuit packs, ₹5 namkeen sachets, and ₹10 beverage mixes, mirroring the sachet-led mass adoption strategy pioneered by Hindustan Unilever decades ago.
The rapid scale-up comes at a time when rural demand is emerging as a key driver of India’s FMCG growth. Industry estimates suggest India’s FMCG market could grow from $230 billion in 2024 to nearly $615 billion by 2027, with rural consumption growth outpacing urban markets.
Rozana is leveraging its owned stores, logistics network, and women-led peer partner ecosystem to deepen penetration across underserved rural regions.