Start-ups line up food street with new-age menu

Smarter, health­ier prod­ucts help new food brands carve out a niche for them­selves

Business Standard - - FRONT PAGE - RANJU SARKAR

Call them mil­len­nial food brands.

Epigamia, RAWPressery, Pa­per Boat, Veeba Foods, Finger­lix, and Chai Point — these have all made a mark­by­at­tract­ing­mil­len­ni­als, wholook­for­some­thing trendy, some­thing healthy. In­no­va­tive prod­uct and pack­ag­ing are the USPs of these com­pa­nies that have struck a chord with cus­tomers. Do­ing it dif­fer­ently is the mantra of these new com­pa­nies, claim ex­perts.

“En­trepreneurs are start­ing brands in cat­e­gories that didn’t ex­ist (Greek yogurt, for in­stance). We also see peo­ple start­ing brands in cat­e­gories that are com­pet­i­tive but there are no chal­lengers. Veeba Foods, for in­stance, has gone into a very com­pet­i­tive seg­ment (sauces), but has done it dif­fer­ently — health­ier and bet­ter,” said Deepak Sa­hada­puri, man­ag­ing part­ner, DSG Con­sumer Part­ners. His com­pany has backed both Veeba and Drums Food (mak­ers of Epigamia — a Greek yogurt), as well as Sula wines.

“Some want to en­ter a seg­ment that’s al­ready big but with­out very good prod­ucts. Veeba is do­ing this. They feel sauces in the mar­ket are medi­ocre and they want to make the best ones,” said Sa­hada­puri. “Oth­ers such as Ro­han Mir­chan­dani (founder of Drums Food) are keen to en­ter a cat­e­gory be­fore oth­ers.”

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