Greater Noida, Uttar Pradesh, India September 2026: Entrepreneurship is often associated with starting young, but Anamika Devi's journey with Mithila Magic offers a different perspective. At the age of 50, Devi began building a food brand rooted in the traditional flavours and culinary heritage of Mithila and Bihar.
Today, Mithila Magic is working to take regional food beyond its traditional boundaries while creating a larger story around women entrepreneurship, reinvention and cultural preservation.
Founded with the vision of bringing authentic Mithila and Bihari flavours into modern Indian homes, Mithila Magic offers traditional delicacies and snacks including Thekua, Ghee Atta Cookies, Atta Namak Para, flavoured Makhana and Pickles.
A Second Chapter Through Entrepreneurship
Anamika Devi's decision to become an entrepreneur at 50 is central to the identity of Mithila Magic.
Her journey represents the idea that entrepreneurship does not have an expiry date. Starting a business later in life can provide an opportunity to transform experience, passion and cultural knowledge into something meaningful.
Through Mithila Magic, Devi hopes to encourage women who may be considering a second career or a new entrepreneurial journey.
The company's larger vision includes creating opportunities for women across different aspects of the business, making women empowerment an integral part of its long-term growth strategy.
Turning Traditional Flavours Into a Modern Brand
While the story of Mithila Magic is strongly connected to its founder, the company's identity is equally rooted in regional food heritage.
Traditional Mithila and Bihari foods are often associated with home cooking, family traditions and festivals. Mithila Magic aims to preserve these associations while making the products more accessible through contemporary packaging and modern retail and online channels.
The company describes itself as more than a packaged-food brand. Its objective is to create a brand around the identity and culinary heritage of Mithila and Bihar.
Expanding Beyond Thekua
Thekua remains an important part of Mithila's traditional food identity, but Mithila Magic is expanding its product portfolio beyond this speciality.
The brand's current range includes different varieties of Thekua, Ghee Atta Cookies, Atta Namak Para, flavoured Makhana and Pickles.
The company is also developing new combinations, packaging formats and gifting options for everyday consumption, festivals and corporate requirements.
This product expansion is intended to introduce a wider range of traditional Indian foods to consumers while maintaining the cultural character of the brand.
Reaching Consumers Across India
Mithila Magic's customer base includes families, working professionals, traditional-food enthusiasts and people from Bihar and Mithila living outside the region.
For consumers living away from their native regions, traditional food can provide a connection with familiar memories and flavours. The brand aims to make these products easier to access while introducing them to new audiences.
Festive and corporate gifting represent another opportunity for the company, particularly among consumers seeking products with a distinctive cultural identity.
From Bharat Mandapam to Brand Stores
An important milestone in Mithila Magic's journey was its participation at Bharat Vyapar Mahotsav at Bharat Mandapam, New Delhi.
The event provided the brand with an opportunity to showcase Mithila's food heritage to a wider audience.
Mithila Magic is now working towards opening its own brand stores. These stores are envisioned as more than retail outlets. The company wants them to become destinations where customers can discover traditional Mithila and Bihari food and culture.
The planned physical expansion is part of the company's effort to develop a stronger direct relationship with its audience.
A Message Beyond Business
Mithila Magic's story combines three connected ambitions: preserving food heritage, building a modern regional food brand and demonstrating the possibilities of entrepreneurship at any age.
For Anamika Devi, the journey is also about encouraging women to believe that starting something new remains possible at every stage of life.
As the company expands its products, gifting collections and physical presence, its long-term vision remains focused on representing the taste, traditions and cultural richness of Mithila.
Mithila Magic's journey demonstrates how a personal connection with traditional food can evolve into a larger entrepreneurial missionone that seeks to preserve heritage while creating new opportunities for growth and women-led entrepreneurship.
Visit for more information:https://www.mithilamagic.com
