Alright – so today we’ve got the honor of introducing you to Niloo Mirani. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Niloo, thanks for joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

The idea for my business wasn’t born in a single moment—it built slowly, over nearly two decades of working in the food industry. I spent most of my career in the CPG world, helping launch and grow brands at every stage, from global corporations to early-stage startups. I loved the strategy, the storytelling, the thrill of building something. But over time, I started to notice a gap.

So many of the food brands I loved were small businesses and startups, and they did not have access to the same level of marketing support bigger brands took for granted. These founders were wearing every hat, trying to do it all, and doing the best they could to grow their business in a system that rewards the big players, and never the small guys. It frustrated me.

At the same time, I had started helping my parents with their own restaurant’s marketing—my parents being two immigrant entrepreneurs who had built a life from scratch, running restaurants and cafes my whole life. It made me realize how personal this all was to me. I wanted to create the thing I wished my parents had. That so many small food founders still need.

That’s how Mirani & Co. came to be. I wanted to bring expert brand and marketing strategy—usually reserved for brands with million-dollar budgets—to the people actually doing the most meaningful work in our communities. I thought it could work because the need was everywhere, and the work would be fulfilling, at the very least. So that’s the story! I don’t run an agency—I run a hands-on, relationship-first consultancy where small food brands feel seen, supported, and finally have a strategic partner in their corner.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Hi, I’m Niloo Mirani, founder of Mirani & Co., a hands-on strategic marketing consultancy for early stage food businesses. I spent nearly 20 years working in the food industry, from big CPG companies to fast-growing startups. Over that time, I built deep experience in brand strategy and marketing—and I realized that small food companies often didn’t have access to the support they truly needed to grow. I created Mirani & Co. to change that.

At Mirani & Co., I help founders bring clarity and strategy to their brand—so they can grow their business and stress less about marketing. Mirani & Co. offers a range of services from strategy to execution. I act as a fractional CMO/brand director and strategic partner, bringing high-touch, concierge-style support to businesses that can’t afford a full-time team (and don’t want the overhead of a traditional agency).

I’ve been lucky to work with wonderful clients that I deeply believe in—from pastry to coffee to baklava to pizzerias, and more. My role is to help them show up with clarity and cohesion across every customer touchpoint.

What sets me apart? I care deeply about my clients and their success. I bring empathy, experience, and execution.I know how to stretch a scrappy budget and make a brand look “luxe for less”. And I’ve been in their shoes. I grew up in a family of entrepreneurs and even started my own food brand. This work is personal for me.

What I’m most proud of is being able to give small business owners something they don’t always have—peace of mind. A sense that their brand is in good hands, that they don’t have to do it all alone, and that growth is possible without burning out.

Does your business have multiple or supplementary revenue streams (like a ATM machine at a barbershop, etc)?

Yes, in addition to running Mirani & Co., I also take on freelance brand strategy projects—partnering with brands and founders who need a strong strategic foundation or positioning for their brand or launch. This side of my work keeps me creatively energized and allows me to collaborate on a wider range of categories and clients, while still staying true to my expertise in positioning and storytelling.

It’s a model that allows me to stay nimble, expand my impact, and bring the same thoughtful, grounded approach to every project—whether I’m leading a full rebrand for a small business or supporting a larger campaign behind the scenes.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

Not all results are visible on paper.

One of the biggest lessons I’ve had to unlearn is that success should always be measured in quick wins and clear metrics. In the world of big brand CPG, results are measured by sales growth, retail wins, and performance dashboards. And while those things still matter, they’re not the whole story.

Now, working so closely with small food founders, I’ve seen firsthand that some of the most meaningful progress isn’t immediately visible. Sometimes it’s the founder who finally feels confident pitching their product. Or the one who finally feels pride instead of shame when she shows someone her website. Or the founder who gets to spend more time with their family because they have some help. Or the founder who gets to launch that product or service they’ve been dreaming about but never had time or resources to create. That kind of transformation—the clarity, confidence, and momentum—is hard to quantify. But it’s so much of what I offer.

I’ve been called a business therapist more than once, and I wear that with pride. I care deeply about the people I work with, and I know that building a brand isn’t just a tactical process, it’s an emotional one too.

Over time, I’ve learned to value those invisible wins just as much as the visible ones.

Contact Info:

• Website: https://www.mirani-co.com
• Instagram: https://www.instagram.com/miraniandco/
• Linkedin: https://www.linkedin.com/in/niloo-mirani