The Misfits is a Jaipur-based zero-waste consumer-packaged food startup that rescues surplus and imperfect fruits and vegetables that are perfectly edible but often discarded due to cosmetic imperfections. By upcycling these into nutritious spreads, dips, and snacks, we reduce food waste, lower greenhouse gas emissions, and support farmers by providing additional income.
Every year, countless fruits and vegetables never make it to our plates—not because they lack nutrition or flavor, but simply because they don’t meet cosmetic standards. Perfectly edible yet deemed “imperfect,” produce often ends up discarded or used as animal fodder. In India alone, up to 40% of food produced is wasted, annually, even as more than 190 million go hungry. We knew this had to change!
With a mission to combat global food waste and promote sustainability, we transform overlooked produce into delicious, fiber-rich superfoods that benefit both consumers and the planet. By embracing a circular economy, we ensure that every ingredient is used to its fullest potential, contributing to a greener, healthier future. The Misfits isn’t just about food—it’s a movement toward mindful consumption and responsible production. Every bite supports a sustainable food system that values resources, reduces waste, and fosters a better tomorrow.
Since launch in May 2024, we have diverted close to 200 kgs of veggies from being dumped, saved 26,000 liters of water that goes into production of these veggies and reduced 90kgs of greenhouse gases.