Built slow on purpose. Launched when it’s right.
Our story
Nitara Primes Pvt Ltd is a founder-led Indian beverage company, incorporated in 2023. We spent our early years inside India’s consumer products industry — learning distribution, retail execution and regulatory discipline in some of its most demanding categories — before committing to the venture we were built for: functional beverages.
That preparation shapes how we work. We would rather take months longer on formulation, stability testing and compliance than launch a product that doesn’t hold up to its own label. Our first brand — a functional ready-to-drink beverage — launches in 2026, with energy and other formats to follow.
We are independent and founder-led. Every decision is made for the long term, because our name is on every can we make.
What we stand for
- Real doses, real science — ingredients chosen from clinical literature, dosed to be effective, not just listed.
- Compliance as culture — FSSAI-first formulation, transparent labels, honest claims.
- Craft over speed — stability-tested, taste-perfected, then launched. Not the reverse.
- Made in India, benchmarked globally — we measure ourselves against the world’s best functional brands, not the local shelf.
Leadership
Nitant Mittal, Founder & Director
Nitant has spent over three decades building consumer businesses in India — from setting up Sony’s channel network across North India to building and scaling a 35-outlet Nirula’s franchise network in Delhi-NCR. He founded Nitara Primes to bring that operating discipline to what he believes is India’s next big consumer shift: functional beverages.
The standard is simple — nothing leaves the company that he wouldn’t put his own name behind.