Local food brand opens in Shillong after state incubator support
Angie Shirhabs, a food-processing and FMCG enterprise founded in 2022, inaugurated its first retail outlet in Nongthymmai, Shillong, on Monday, marking its physical entry into the city market after operating from Riangdo in West Khasi Hills.
Officials associated with the project said the enterprise is a PRIME Meghalaya incubatee and has expanded its distribution footprint from Riangdo to several local towns. The business uses locally sourced produce to make a range of products and has reported steady revenue growth since launch.
- Products: strawberry, sohiong and mulberry juices, squash, jams, bamboo shoot and king chilli pickles, ginger powder, gooseberry candy and a flagship chicken pickle.
- Markets served: Riangdo, Nongstoiñ, Mairang and Shillong.
- Employment: the enterprise currently employs three people directly.
She was selected under CM’s e-Championship 5.0 and received a Rs 1 lakh grant.
Founders and officials highlighted the role of PRIME Meghalaya and the state government in mentoring the enterprise on branding and operations. The founder, Angielorita Iawphniaw, credited the incubation support as instrumental in preparing the business for urban retail.
Financial progress and scale-up
According to figures provided at the launch, Angie Shirhabs’ revenue rose from ₹0.50 lakh in FY 2022-23 to ₹3.5 lakh in FY 2025-26. The firm received a grant of ₹1 lakh after selection under the state’s CM’s e-Championship 5.0 scheme, which officials said helped with early-stage costs and branding.
Officials said the store opening in Nongthymmai is intended to bridge the gap between village-level production in Riangdo and Shillong’s urban consumer market, allowing the enterprise to reach customers directly and to pilot retail merchandising strategies.
| Metric | Value |
|---|---|
| Year founded | 2022 |
| FY 2022-23 revenue | ₹0.50 lakh |
| FY 2025-26 revenue | ₹3.5 lakh |
| Grant received | ₹1 lakh (CM’s e-Championship 5.0) |
| Direct employees | 3 |
What the expansion means locally
Business development officials said the move to open a Shillong outlet is expected to raise visibility for products made from regional ingredients such as strawberry, sohiong and mulberry, and to create a direct sales channel that complements existing distribution in neighbouring towns.
For consumers, the outlet provides easier access to locally processed food items and preserves, while for small producers in Riangdo and surrounding areas it offers a potential buyer for raw produce. The enterprise currently lists customers in Riangdo, Nongstoiñ, Mairang and Mairang in addition to Shillong.
Officials said that mentoring from the incubation programme focused on product labelling, packaging, hygiene standards and operational processes necessary for retail expansion. The founder also cited support on branding and market-readiness.
While the business is still small — with three direct employees and modest turnover compared with larger regional brands — officials framed the outlet launch as an illustrative case of how state incubation schemes can nurture micro and small enterprises to enter urban retail markets.
Further expansion plans were not detailed at the launch. Officials said ongoing support will include mentoring on operations and exploring wider market linkages, but did not provide timelines for additional outlets or hiring.
Local stakeholders view the development as part of a broader push to convert home-grown agricultural produce into value-added products that can fetch higher returns for rural growers while creating new small-scale enterprises in Meghalaya.
