OUR BRAND STORY
Urban Gramin (UG Makhana)
“Purely Rural. Perfectly Urban.”
Every great journey begins with a connection to one’s roots.
Urban Gramin (UG Makhana) is a premium makhana brand born from the heart of Mithila, Madhubani, Bihar—a land known for its rich culture, traditions, hardworking communities, and the world-renowned Mithila Makhana.
The journey of Urban Gramin began with a simple thought: Can the richness of Mithila be taken to modern India and the world while creating greater opportunities for the people who have nurtured it for generations?
THE FOUNDER’S JOURNEY
Mr. Shivanand Jha, Director of Mystic Leaf Pvt. Ltd., the parent company of Urban Gramin, hails from Madhubani, Bihar.
After pursuing his education from the University of Delhi, Shivanand Jha built a diverse professional career across banking, technology, telecom and fintech. His professional journey includes experience with reputed organisations such as State Bank of India, IndusInd Bank, Pine Labs and Reliance Infocom, among others.
Working across leading organisations gave him valuable exposure to business, finance, technology, management and evolving consumer markets. Yet, his connection with Mithila and its people remained deeply rooted.
Over time, a vision took shape—to bring the richness of his homeland to a larger audience while creating meaningful opportunities for the communities that have preserved its traditions for generations.
That vision became Urban Gramin.
FROM MITHILA TO THE WORLD
Makhana has been cultivated for generations in the ponds of Mithila. For local farmers, it represents much more than an agricultural product—it represents hard work, tradition, livelihood and heritage.
Shivanand Jha saw an opportunity to build a bridge between this rural heritage and the rapidly evolving urban consumer.
Thus, Urban Gramin (UG Makhana) was created with the vision of bringing authentic Mithila Makhana to modern consumers through quality sourcing, careful processing, attractive packaging and contemporary branding—while preserving its connection to its roots.
WHY “URBAN GRAMIN”?
The name itself represents the philosophy behind the brand.
Urban represents modern lifestyles, quality, convenience and contemporary consumers.
Gramin represents villages, farmers, traditions, authenticity and our roots.
Together, Urban Gramin represents a simple belief:
«Rural excellence deserves an urban platform.»
EMPOWERING FARMERS
At UG Makhana, farmers are not simply part of a supply chain—they are an important part of our identity.
Through Mystic Leaf Pvt. Ltd., we aim to contribute towards the upliftment of farmers and rural communities by creating stronger opportunities for quality makhana originating from Mithila.
Our vision is to build a responsible value chain where the hard work of farmers receives greater recognition and where the heritage of Mithila can become a source of sustainable economic opportunity.
We believe that when the rural producer becomes stronger, the entire ecosystem becomes stronger.
BEYOND BUSINESS
For Shivanand Jha and Mystic Leaf Pvt. Ltd., building a successful brand is only one part of the journey.
The larger vision is to create a business that contributes positively to society. As part of this vision, Mystic Leaf Pvt. Ltd. is also involved in efforts supporting the education and development of underprivileged children.
We believe that every child deserves the opportunity to learn, dream and build a better future—irrespective of their circumstances.
Our philosophy is simple:
«Business should create value not only for customers, but also for communities.»
OUR MITHILA. OUR PRIDE.
Urban Gramin is more than a packet of makhana.
It is a connection between Mithila and modern India.
It carries the story of farmers who work in the ponds, traditions passed down through generations, the entrepreneurial spirit of Bihar, and the aspirations of a new generation.
With every pack of UG Makhana, we aspire to take a small piece of Mithila’s heritage into homes across India and, eventually, around the world.
Because we believe that something born in a rural pond can become a premium product on an urban shelf—without ever losing its roots.
Urban Gramin (UG Makhana)
A Brand of Mystic Leaf Pvt. Ltd.
Purely Rural. Perfectly Urban.
Rooted in Mithila. Made for the World.
Mr. Shivanand Jha
Founder & Managing Director – Mystic Leaf Pvt. Ltd.
Founder – Urban-Gramin
