Happa Foods started the trend towards organic baby food
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.