Bengaluru man quit his high-paying Microsoft job to grow a common fruit. How is his business doing now?

Many people spend thousands trying to manage diabetes, but a former Microsoft director believes the answer can cost as little as Rs 20 a day. James Joseph, who left a high-flying tech career to work with one of India’s most underrated fruits, has built a simple solution that fits into everyday meals. His approach has reached lakhs of people and is now getting attention for its impact on blood sugar control.

Ex-Microsoft director James Joseph told Brut in an interview that he walked away from serving India’s biggest corporations to serve jackfruit to ordinary people. His idea was straightforward: a low-cost daily addition that could help manage blood sugar. He said he has many wealthy clients using his product for just Rs 20 per day, even though he hasn’t taken any money from the business himself.

Joseph went on to build his own brand and claims to sell freeze-dried jackfruit products designed to be added to homemade meals. He explained to Brut that he created a jackfruit-based flour that can be mixed into regular roti dough without changing eating habits.


While jackfruits often get dismissed for their stick texture and strong smell, James focused on making this powerhouse accessible to all. Speaking to Brut, Joseph claimed that scientific evidence strengthened his mission. He referred to a study comparing rice with unripe jackfruit. In Sri Lanka, unripe jackfruit is eaten like mashed potato or as a rice alternative. The glycemic study showed that an unripe jackfruit meal had a 40 percent lower glycemic load than rice, roti or bread. Joseph also shared how people abroad use the product by adding it to Greek yogurt, overnight oats, protein shakes or smoothies. For Indians, he suggested mixing a tablespoon into lassi or buttermilk for a simple daily drink. A 30-gram serving offers this benefit at just Rs 20.

How is his business doing now?

He explained that his business has reached a point where even several billionaires use his product for just Rs 20 a day. Despite the growing demand and steady expansion of the company, he claims not to have earned from it so far. The business continues to grow, but his own cash flow remains tight.