Every happy moment begins the same way - “Munh meetha kar lo” (Have something sweet!)

We celebrate with sweets. We bond over them. We pass them around without thinking twice.

But somewhere along the way, sugar stopped being occasional - and started becoming everyday.

We felt it ourselves.

After years of living abroad, we returned to India following the birth of our daughter. Life suddenly felt fuller - family, festivals, firsts we had waited years for. There was so much to celebrate. And every celebration meant meetha.

Slowly, it began to add up - not just on the body, but in how we felt.

That’s when we realised something important: it wasn’t discipline that had kept us healthier earlier - it was access - to easy, everyday sweet snacks made from real fruit that satisfied cravings without guilt.

Sweet cravings are natural!

BUT...

• Most “sweet snacks” are driven by refined sugar.
• Most “fruit snacks” are flavoured, not fruit-based.

There is no honest middle ground - nothing that satisfies sweet cravings without guilt or compromise.

We don't have a lack of celebrations, we lack a better everyday meetha.

At Pure Project, we don’t believe people need to give up sweetness.

We believe sweetness needs to be rethought.

Food doesn’t have to be extreme. It should feel joyful, familiar, and honest.

That’s why we start with whole fruit, not concentrates, flavours, or fillers.

• No added sugar.
• No unnecessary ingredients.
• Nothing hidden behind complicated labels.
  

Just fruit, thoughtfully transformed.

Because when food is simple and transparent, choices become easier and consistency follows naturally.

Pure Project is our attempt to reimagine everyday meetha for modern India - a fruit-first snack brand that reclaims sweetness from junk.

A world where celebrating doesn’t mean overindulging.
Where snacks don’t need justification.
Where parents don’t have to second-guess ingredients.
Where sweetness feels light, physically and emotionally.

One honest fruit snack at a time.