Rohit’s Superfood Company Makes Healthy Eating Easier For You

What’s your story?
I started as a fourth-generation member of a family business that sells noodles in emerging markets, like Africa, while on a personal journey to become much healthier and fitter. I soon realized the benefits of living a healthy lifestyle and decided to “walk the talk” by bringing this enriched lifestyle to as many people as possible. My cousin and I decided to put the valuable learning from our family business into a superfood company, LVL, that would make living healthy much easier for the average consumer.

What excites you most about your industry?
What excites me most is how innovative the industry has become, with a focus on making it easy for people to improve their lives and live healthier. The other thing that drives me is how passionate the people within the industry are, as we work towards this collective mission of creating a healthier world.

What’s your connection to Asia?
I was born and raised in Indonesia. I grew up in Singapore, with roots in India. Additionally, my family and my focus have always been to bring innovation to emerging markets, many of which are in Asia.

Favorite city in Asia for business and why?
Jakarta – I like the authentic people, the entrepreneurial spirit there, and the many opportunities to solve problems.

What’s the best piece of advice you ever received?
“When things get hard, don’t ask for it to be easier, learn to get better.” These valuable words were shared with me by my Uncle, who is also my mentor.

Who inspires you?
Coming from a family of immigrants that have moved all over the world and started successful businesses that have truly solved societal problems, I am inspired to do the same.

What have you just learned recently that blew you away?
What blows my mind is how much the natural wellness industry offers to patients, in addition to modern medicine, and how basic human habits, like sleeping and breathing, can be so powerful.

If you had your time again, what would you do differently?
I would have endeavored on this wellness journey much sooner, both personally and professionally. It’s thoroughly fulfilling to create products that add value to people’s lives.

How do you unwind?
I unwind through yoga, meditation, and sports. I am a major Football and Manchester United fan. I also enjoy good food and quality time with those I love, especially my wife and dog!

Favorite Asian destination for relaxation? Why?
Bali – I am Indonesian to my core. The island has something to offer everybody and there’s a sort of magic in the air that you can feel the moment you land.

Everyone in business should read this book:
“The Power of Habit: Why We Do What We Do in Life and Business,” by Charles Duhigg. This book teaches you that the smallest good habits can lead to the greatest successes.

Shameless plug for your business:
LVL makes it extremely easy to add superfoods to your daily food and beverage intake while keeping your meals delicious.

How can people connect with you?
LinkedIn, email, or Instagram!

Twitter handle?
I’m better with Facebook and Instagram.
Also, check out LVL on Instagram.

To hear how entrepreneurs around the world overcome their challenges, search your favorite podcast platform for ‘CallumConnects’ to hear a 5-minute daily breakdown.

Callum Laing is an entrepreneur and investor based in Singapore. He has previously started, built, and sold half a dozen businesses and is now a Partner at Unity-Group Private Equity and Co-Founder and CEO of MBH Corporation PLC. He is the author of three best-selling books ‘Progressive Partnerships’, ‘Agglomerate’, and ‘Entrepreneurial Investing’.

Connect with Callum on Twitter and LinkedIn
Download free copies of his books at


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