Bengaluru the Hotshot hub for some of the best technology startups in the country is home to thousands of brilliant Tech entrepreneurs we all know that what most of us don’t know is that this city is also home to many many successful businesses from other Industries as well apart from Tech in this video we’re going to have a look at.
One such brand in the fast-moving consumer goods or the fmcg space more specifically how its founder growth is brand with just 10 000 rupees in capital and scaled it to a 500 crore Revenue business in a highly unorganized segment of dry fruits he did this by focusing on One Core element multiple pivots creative ad campaigns and a lot more.
Stick till the end of this video to know what they are and how you can leverage them effectively in your business success hi I’m ashwath and welcome to Dukan where we share inspiring e-commerce stories growth hacks for your online business and much more if you are new here hit the Subscribe button and explore our previous content and if you.
Your business looking to venture into e-commerce check out Dukan from the first link in the description to get started with that out of the way let’s dive into the video let’s first understand what we are dealing with here and set some context healthy snacking is an age-old adage and.
Dry fruits are right at the top of the space I mean everyone knows dry fruits are healthy or at least I hope the dry fruits Market in India is estimated to be about the size of 50 000 crores but sadly about 95 percent of this market value is generated by unorganized players you know the kirana stores wholesale supermarkets and if you’re.
Like me you have your own dry fruit sky this unorganized distribution of players leads to few key issues ranging from illegal inputs lack of trust food safety and standard issues and a weaker shelf life of barely about 3 months only happy pillow was launched in the year 2016 as a digital first brand to combat these issues and make healthy snacking.
Accessible to everyone the brand was founded by vikas D naher and if you feel like you’ve seen in this guy somewhere you’re not alone he’s the latest addition to Shark Tank India as a guest shark who’s recently participated in the show’s digital only finale episode but because is however not a new name in the business ecosystem of the country.
Hailing from a small District in Karnataka called sakleshpur because comes from a family background of coffee and pepper producers after finishing his graduation from Bangalore and an MBA from symbiasis in Pune because went on to work for Jain group for three years prior to starting his first brand southpic specialty foots it was at.
Southwik that he gained an interest towards the healthy snacking market and built it as a successful offline business across a wide range of product offerings he identified the precise pain points of his customers and realized the dry fruit segment required a unique disruption as a result he launched hapilo as a gourmet specialty brand.
Catering to those needs happilo was founded with the vision to promote healthy snacking among young adults in Tier 1 cities and positioned themselves as a premium branded experience for dry fruits if not the only dry fruits brand in 2016. since their launch he stuck true to his vision and pivoted the brand not once but multiple times to achieve.
The right fit with the market see like I said healthy snacking is an age-old adage but there’s also a common perception that healthy snacks are not usually that tasty his first pivot was to figure out a way to make his products more tasty and change this perception his Tier 1 customer base wanted more options as well he had to Pivot again to.
Introduce an innovative line of products around dry fruits shelf life was slowly becoming a blooming problem and he had to Pivot yet again with a different packaging strategy to increase the shelf life of his products by three times that of his competitors from less than three months to over 9 to 12 months there’s an interesting quote by vikas that tells us.
How he approaches his business an attractive and functional packaging is important to get your first sale but a good product is even more important to get the second and every subsequent sale he figured out that sampling is an effective way to get people familiar with the product and the brand so he entered the offline Omni Channel space.
And built a strong retail and distribution Network including his exclusive brand Outlets or ebus in where his ideal customers are present the most places like malls and airports Etc you might now be wondering this guy is venturing in all Direction and what does he aim to accomplish at the end well that brings us to the Crux of his.
Business story The Core that he’s kept as a North star metric for hapilo brand Equity brand Equity refers to the value a brand adds to a product or service Beyond its functional benefits it is the set of perceptions and attitudes that consumers have towards a brand which can influence their behavior and decision making brand Equity is based on the.
Brand’s reputation awareness perceived quality associations and other intangible factors that make it stand out in the market you see all that vikas has been doing is to build strong equity for his brand through various touch points because let’s face it we as users have a higher Affinity towards fmcg Brands especially when it comes to the.
Food and nutrition space he wants to tap into this behavior and become synonymous with premium quality dry fruits and related healthy snacks his foray into opening ebos across the Tier 1 cities of the country is a perfect example of a BTL or below the line activation where the brand is directly talking to customers on a ground level apart from.
This hapilo also invests heavily in their ATL or above the line campaigns which help them generate visibility and awareness for the brand in the mass Market we all know that in India there are two things that attract eyeballs the most cricket and Cinema to capture the cricket audience happy pillow Associated themselves with IPL as a title sponsor.
For Rajasthan Royals last year the cricket fans tend to snack heavily when we are watching a match and these snacks are typically unhealthy like chips and carbonated drinks through their association with Rajasthan Royals happy low positioned itself as a healthy alternative for guilt-free snacking speaking of the other Avenue to attract.
Eyeballs in India cinema happy pillow on board at the Bollywood Stars Sid Malhotra and Kiara advani ahead of their Diwali campaign last year they smartly took advantage of the Brewing Chemistry Between the Stars ahead of their wedding to position themselves as a premium healthy snacking brand this in turn helped them add XP points to the.
Association factor in building brand Equity speaking of associations because took it a step even further and entered the Limelight himself through the latest season of Shark Tank India as a guest sharp for a digital special episode by keeping brand Equity at the core of their business vikas is able to turn hapilo into a segment leader in the.
Category and capture a 20 share in the organized dry fruits Market in a short span of time in fact because claims that he’s grown happy low to Forex just the last two years post pandemic will his strategy of building and Equity work out in the long run will happilo be able to organize a largely unorganized sector will the brand become synonymous with.
Healthy snacking among young adults will happilo achieve International status as a homegrown dry fruits brand only time will answer these questions and we at ducat are super excited to see how this evolving story unfolds in the coming years at Dukan we help growing d2c brand scale their technology experience exponentially through a DIY no code.
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