Happa Foods started the trend to­wards or­ganic baby food

Progressive Grocer (India) - - Contents -

Pankaj Prakash, Founder & CEO, Nas­cens En­ter­prises Pri­vate Lim­ited, which op­er­ates baby food brand Happa Foods, speaks to Pro­gres­sive Gro­cer about pro­vid­ing a healthy al­ter­na­tive for ev­ery stage of a child’s food jour­ney with of­fer­ings suited for ev­ery meal – from break­fast to lunch boxes, snacks to munchies. Tell us about your com­pany and its business.

Happa Foods, op­er­ated by Nas­cens En­ter­prises Pri­vate Lim­ited, is an or­ganic fruits and veg­gies­based food com­pany for ba­bies. At Happa, we pas­sion­ately be­lieve that moth­ers and kids should have ac­cess to food that is healthy, tasty and fuss-free. We think it’s im­por­tant to al­ways ap­proach things from a child’s point of view. So, we take sim­ple, nat­u­ral in­gre­di­ents that ooze good­ness to cre­ate kids’ food and pack­ag­ing in a way that it re­ally con­nects with lit­tle ones – with fla­vors, col­ors and tex­tures that ap­peal to all their senses. Our aim is not just to make the food good but also work for the bet­ter­ment of the en­vi­ron­ment and our lo­cal com­mu­ni­ties.

Which are your baby food prod­ucts?

Th­ese are the early days of our jour­ney as a baby food maker. We aim to pro­vide a healthy al­ter­na­tive for ev­ery stage of a child’s food jour­ney with of­fer­ings suited for ev­ery meal – from break­fast to lunch boxes, snacks to munchies. We have taken the first big step in this ex­cit­ing jour­ney with the launch of our fruit and veg­etable purees. Cur­rently, we of­fer over nine dif­fer­ent types of fruits, veg­gies and grain­based blends. We have just launched our lac­ta­tion bars, which com­bine the age-old wis­dom of grannys’ recipes with sci­en­tific break­throughs. Th­ese bars are filled with lac­to­genic in­gre­di­ents and time-tested herbs (galato­gogues) that aid in in­creas­ing milk pro­duc­tion in a lac­tat­ing mother.

Share with us your R&D and prod­uct devel­op­ment ac­tiv­i­ties.

We took am­ple time to re­search and de­velop our baby food. We’ve heav­ily in­vested in a team that took over a year to de­velop prod­ucts that could be stored at room tem­per­a­ture and did not need any preser­va­tive. Each blend has been care­fully crafted and helps kids in a va­ri­ety of ways in their growth. Dif­fer­ent col­ors and tex­tures help ba­bies con­tinue to be healthy eaters when they grow up.

Which are the ma­jor mar­kets and cus­tomer seg­ments for your prod­ucts and what is your re­tail­ing strat­egy?

Par­ents with the de­sire to feed healthy and whole­some food to their ba­bies are ev­ery­where in the coun­try, cut­ting across so­cio-eco­nomic di­vides. Our strat­egy is to cater to peo­ple who are in search of th­ese prod­ucts. We are present across ma­jor e-com­merce plat­forms that cater to peo­ple’s de­mands from any­where in the coun­try. Fur­ther, to reach closer to our cus­tomers, we have part­nered with big box re­tail­ers. We have also gone live with ma­jor modern trade chan­nels like Fu­ture Group, Re­liance and oth­ers. In our next phase, we plan to go a step closer to our cus­tomer by getting into Gen­eral Trade and make our prod­ucts avail­able in the neigh­bor­hood stores.

We take sim­ple, nat­u­ral in­gre­di­ents that ooze good­ness to cre­ate kids’ food and pack­ag­ing in a way that it re­ally con­nects with lit­tle ones – with fla­vors, col­ors and tex­tures that ap­peal to all their senses. — Pankaj Prakash Founder & CEO, Nas­cens En­ter­prises Pvt. Ltd.

How is the baby food mar­ket in In­dia shap­ing up and which fac­tors will shape and in­flu­ence higher con­sump­tion of your prod­ucts?

The In­dian baby food mar­ket has ex­pe­ri­enced sig­nif­i­cant growth over the past few years, pri­mar­ily due to the ris­ing pop­u­la­tion of work­ing women and dou­ble in­come fam­i­lies, and their con­cern for good fuss-free nu­tri­tion for their ba­bies. Fur­ther­more, modern day par­ents are also ac­tively seek­ing out the best for their chil­dren and are will­ing to spend when it comes to their lit­tle ones. Cur­rently, owing to the in­creas­ing de­mand for nu­tri­tion from nat­u­ral sources, the or­ganic baby food seg­ment is grow­ing at a sig­nif­i­cant rate glob­ally. We, in In­dia, have started to see the trend in that di­rec­tion.

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