Plum’s Post

It wasn't smooth. Cracking a snail-mucin-like 100% vegan formulation that feels the same & delivers better benefits - tough. Designing a carton that "pops" open - needed dreaming & doing. Scaling from a 100g lab batch to a 1T factory batch - non-trivial. Convincing Indian Customs that ATP is legit used in beauty products - the burden of being first-mover. Resisting the urge to deliver a cookie-cutter, bullet-point social media launch and have some fun instead - well, that came naturally :) It takes months of dreaming, planning, trying, debating, doing, and just plain hustle to get a Plum out to the market that meets the standards we set. This new 100% vegan mucin essence beats market-leading snail mucin in a 3rd party blind-test. We achieved a near-perfect point-by-point benefit mapping (better in some cases), with the same sensory attributes. And after all the hard work, decided to have a little fun launching it :) - teaser video link in comments, launch video below. Live now on Nykaa & on the Plum app & website. Go get it, it's just perfect hydration for the season! Well done, Priti Joshi | sumit kubal | Srishti Bharadwaj | Srushti Kurmi | Akansha Baliga | ARYANSHU PANDA | Sankaranarayanan Alagappan | Sridhar J | Neha Nandakumar | Pratik Chheda & many, many more #PlumPeople who worked hard on this. #WeHaveChemistry #Teamwork

🌟 **The Future of Artisanal Clean Label FMCG & F&B in India: A 10-Year Outlook** 🌟 As we look towards the next decade where India will host Olympics and #FitIndia is gaining momentum faster than we think , the artisanal clean label products in ice cream, bakery, chocolates, and beverages are poised for transformative growth in India. Here’s why startups, listed companies in F&B space , quick commerce in F&B retailing , especially in the Quick Service Restaurant (QSR) space, need to focus on traceability, trust, and transparency: 1. Traceability: The Backbone of Consumer Confidence With an increasing demand for clean label products, traceability isn't just an option—it's a necessity. Customers today want to know where their food comes from (farm2factory2fork) and how it's made. For startups in the QSR industry, investing in robust traceability systems ensures a transparent supply chain that builds trust and loyalty among consumers. Startup like KisaanSay are doing great work in building this factor at grassroot level. 2. Trust and Transparency: Essential for Brand Loyalty Gone are the days when low price was the sole driver of consumer choice. Today’s discerning consumers are willing to pay a premium for transparency and ethical practices. Startups that communicate openly about their ingredients, label, sustainable sourcing, and processes will lead the market. Factories and clusters near farms will get an edge over large spend on transporting stuff to far areas for primary and secondary processing and sorting. 3. Freshness: The New Fast Food is Fresh The shift towards health consciousness demands a new kind of fast food—fresh, nutritious, and devoid of preservatives. "Made fresh, served fresh" isn't just a catchy phrase; it's what consumers are beginning to expect at every meal. Startups that can deliver on these expectations will find themselves at a competitive advantage. 4. Label Reading: Becoming the Norm with Gen Z Label reading is becoming mainstream, especially among Gen Z consumers worldwide. This generation is more health-conscious, environmentally aware, and keen on ingredient transparency than any before. Thanks to social media ! As India continues to embrace technological advancements and a more health-conscious lifestyle, the industries of artisanal ice cream, bakery, chocolates, and beverages are ripe for innovation. #ArtisanalFoods #CleanLabel #QSRIndustry #StartupIndia #FoodInnovation #SustainableEating #Traceability #ConsumerTrust #FreshFood There are challenges in growth of clean label QSR and artisanal food spaces, tech enabled consolidation of Multi brands is the key tapping into the growing consumer demand for transparency, sustainability, and quality. Harmeet Kohli Nitin Puri Pawan L. FRUZ India Private Limited #CommunityCommerce

India's thriving start-up scene and a youthful consumer base eager for candy innovation make it a hotspot for confectionery creativity. The market is divided into two segments: the highly organised sector dominated by MNCs and the largely disorganised other half. #Confectionery #ConfectioneryInnovation #CandyMarket #ConsumerTrends #IndianStartUps #FoodIndustry #EmergingMarkets #SweetTrends #FoodTech

With 40 types of #flour and 75% app adoption, #D2C brand Floryo aims to double its reach in #2025 Disrupting a category as #commoditized as staples might seem improbable, but #Floryo, a #Bengaluru-based direct-to-consumer (D2C) #brand, is proving otherwise. #Founded by Manohar Kumar, a seasoned #professional with a background in #FMCG and #food, Floryo is reimagining how #Indians consume staples like #wheat flour. With a #focus on #freshness, customization, and #nutrition, the #company aims to reshape the way Indian #households approach their #daily #diet. Floryo was born out of this insight, focusing on providing #freshly processed staples without #preservatives or #additives. “Staples, like atta, masalas, and oils, were once inherently fresh,” Kumar explained. “But post-1991 #liberalization, #packaged foods dominated the #market. Today, many believe this is the norm. At Floryo, we’re here to #challenge that narrative.” Read More : https://lnkd.in/gZHhKRrM Ashu Agrawal | LinkedIn | LinkedIn News #floryo #packaged #D2C #FMCG #Market

How much thought do we put into the ingredients in the candies we munch on frequently? While we know it’s mostly sugar, what other preservatives are in it? The question bothered Mahesh Dharam while on a trip to Goa when his son saw a large lollipop at a store and urged him to buy it. After speaking to the shopkeeper, he learnt there was a demand but insufficient supply. For Mahesh, this was a chance to create a healthier alternative for candies. In 2013, Mahesh and his wife, Anusha Mahesh Dharam, started Kandeefactory to offer vegan, preservative, and chemical-free candies, marshmallows, lollipops, gummies, and hard candies. Kandee Factory offers nearly 150 SKUs under different brand names. Kandee Factory’s marshmallows are 90-95% similar to gelatin-based ones and could be slightly thicker and not as fluffy. Moreover, these recipes don’t contain animal products except for Ville Nour Chocomallows, which have milk.  The startup offers gummies under the Orileys brand in Indian summer mix (raw mango, pink guava, tamarind, and jackfruit) and sour fruits (apple and pineapple) flavours. The brand also sells hard candies in blackcurrant apple, aamras, lemon sorbet, and cranberry mint flavours. The startup refrains from using artificial colours and uses extracts from beetroot, spinach, turmeric, and some flowers to make its candies and other offerings attractive. Kandee Factory is FSSC 22000 certified (a global food safety initiative) and US FDA-approved for production. It also has Kosher, Halal, and vegetarian certifications. Kandee Factory has business-to-business (B2B) and business-to-consumer (B2C) operations in the impulse buy category. It has an online presence through its website and ecommerce platforms, including Amazon, Swiggy, Zepto, and BigBasket. It is available offline in about 1,000 retail stores. With a pan-India operation, it sees maximum traction from Mumbai, Pune, Bengaluru, and Hyderabad. Read more about its business layout, funding and future at 🔗 https://lnkd.in/gbFKt9Sh #Startups #Entrepreneurship #VeganFood

A shelf full of products, a heart full of contentment, a head full of dreams, and a mind rich with memories! This month, my certified organic food brand, Pure & Sure, celebrates 13 years—a great moment to reflect on the journey of building a strong consumer brand. The period from 2010 to 2015 offered a unique landscape for emerging consumer brands. We witnessed the rise of gourmet and specialty modern trade stores like Nature’s Basket, the beginnings of e-commerce grocery platforms like Big Basket and Amazon Grocery, and growing consumer awareness about organic and health foods. It’s been incredible to see how these shifts have influenced the Indian market over the years. The organic food category has also evolved significantly, from a handful of pioneers to a mainstream market where even legacy players have entered. I'm proud to have contributed to this growth, including my role on the expert committee under FSSAI to establish the domestic organic food regulations that guide which products can be sold as organic in India. (There’s more to discuss about brands creatively using ‘organic’ without meeting these standards, but I’ll save that for another post!) What started as a small range of 10 products with limited distribution in Bangalore has grown into a brand with 160+ SKUs, pan-India distribution, presence in 11+ international markets, and over a million happy consumers—all bootstrapped. It's definitely been an interesting & fulfilling 13 years! :) P.S: I think I’m ready now to share more of my journey and insights here on LinkedIn. Here’s to many more stories ahead!

To understand the idea of Brand Postioning, today we will try to udnerstand one of India's trustable food brand, FAASOS Founded in 2011 by Jaydeep Barman & Kallol Banerjee, embarked on a mission to redefine convenience in the food industry.  Picture this: a small team with a big dream, armed with nothing but passion and a desire to redefine convenience in the food industry. That's the inspiring beginning of Faasos! What started as a humble idea quickly blossomed into something extraordinary. Faasos, with its mouthwatering wraps and rolls, became the go-to choice for foodies craving convenience without compromising on taste. But it wasn't just about the food—it was about the experience. Faasos wasn't just delivering meals; it was delivering #happiness, one delicious bite at a time. What's the secret behind Faasos' success: It's all about strategic brand positioning. Faasos isn't just a household name—it's a culinary sensation! With impressive growth numbers and a global footprint, Faasos continues to inspire and delight food lovers everywhere. To the healthy pleasures of life, Gaurav PC Follow to stay tuned! 🚀⭐ #faasos #brandpositioning #brandsuccess #foodie

🌟 The Delicious Journey of Amul Kool: From Dairy Dream to Global Delight 🌟 🐄 The Beginning: Amul Kool, a refreshing icon in the beverage world, traces its roots back to the dairy-rich lands of Gujarat, India. It was born from the visionary minds at Amul, a cooperative that revolutionized the dairy industry in India. 🌍 Founders and Milestones: Started by the dairy cooperative Amul, Amul Kool emerged as a milestone in their journey of bringing quality dairy products to the masses. With its launch in 2005, it quickly became a household name for its delicious and nutritious beverages. 💪 Failures and Setbacks: Like any success story, Amul Kool faced its share of challenges. Market fluctuations, competition, and logistical hurdles tested its resilience. Yet, through strategic innovation and customer-centricity, Amul Kool turned setbacks into stepping stones for growth. 🌟 Popular Story: One of the most inspiring tales is how Amul Kool's unique flavors, like mango and rose, captured the hearts of consumers across diverse demographics. This cultural fusion in a bottle became not just a drink but a symbol of unity in diversity. 💰 Revenue and Stores: Amul Kool's success reflects in its impressive revenue figures, showcasing not just profits but also the trust and loyalty of its vast consumer base. Its presence spans across thousands of stores, from local retailers to major supermarkets, reaching every corner of India. 🌏 Global Expansion: While Amul Kool's roots are firmly planted in India, its flavors and quality have transcended borders. It has found a place in the hearts and refrigerators of consumers in various parts of the world, a testament to its global appeal. 👩💼 Current Leadership and Aspirations: Today, Amul Kool is led by a dynamic team committed to innovation and sustainability. Their vision extends beyond just a beverage; it's about fostering healthier lifestyles and contributing to a greener planet. 🌟 Beyond the Bottle: What sets Amul Kool apart is not just its taste but also its ethos. From supporting local farmers to championing environmental initiatives, Amul Kool is not just a brand but a force for good. 🚀 The Future: As Amul Kool continues its journey, the sky's the limit. With a legacy of quality, innovation, and customer satisfaction, it's poised to conquer new markets and hearts worldwide, one refreshing sip at a time. Cheers to Amul Kool, where every bottle is a blend of tradition, taste, and triumph! 🥛🌿 #BrandsofBharat #BrandsofGujarat Brand Scalers

𝗧𝗵𝗲 𝗕𝗶𝘀𝗰𝘂𝗶𝘁 𝗧𝗵𝗮𝘁 𝗕𝘂𝗶𝗹𝘁 𝗮 𝗡𝗮𝘁𝗶𝗼𝗻: 𝗧𝗵𝗲 𝗦𝘁𝗼𝗿𝘆 𝗼𝗳 𝗣𝗮𝗿𝗹𝗲-𝗚 Parle-G, the humble glucose biscuit wrapped in its iconic yellow packaging with an innocent girl on the cover, has been a staple in Indian households for over eight decades. It is more than just a biscuit; it is a cultural symbol that resonates with generations. The story of Parle-G is a fascinating journey of innovation, resilience, and strategic foresight. 𝗧𝗵𝗲 𝗕𝗶𝗿𝘁𝗵 𝗼𝗳 𝗣𝗮𝗿𝗹𝗲: 𝗔 𝗙𝗮𝗺𝗶𝗹𝘆-𝗢𝘄𝗻𝗲𝗱 𝗘𝗻𝘁𝗲𝗿𝗽𝗿𝗶𝘀𝗲 The origins of Parle-G can be traced back to 1929, when the Chauhan family, led by Mohanlal Dayal Chauhan, established a small factory in Vile Parle, a suburb of Mumbai. Named after the locality, the factory initially focused on producing confectionery items like toffees and candies 🍬 The company was founded during the British colonial era, a time when most products sold in India were imported. The Chauhan family envisioned producing goods that could rival foreign products in quality but were affordable for the Indian masses 🇮🇳 𝗧𝗵𝗲 𝗜𝗻𝘁𝗿𝗼𝗱𝘂𝗰𝘁𝗶𝗼𝗻 𝗼𝗳 𝗚𝗹𝘂𝗰𝗼𝘀𝗲 𝗕𝗶𝘀𝗰𝘂𝗶𝘁𝘀 In 1939, as the Indian independence movement gained momentum, Parle Products Pvt. Ltd decided to launch an Indian alternative to the popular British biscuits 🇬🇧 The result was the launch of Parle Gluco, a biscuit that quickly gained popularity due to its affordability and taste. The biscuits were marketed as an energy-boosting snack, especially for children and workers 🧒🏻👷🏻 𝗣𝗼𝘀𝘁-𝗜𝗻𝗱𝗲𝗽𝗲𝗻𝗱𝗲𝗻𝗰𝗲 𝗚𝗿𝗼𝘄𝘁𝗵 𝗮𝗻𝗱 𝗥𝗲𝗯𝗿𝗮𝗻𝗱𝗶𝗻𝗴 After India gained independence in 1947, Parle Gluco gained an even more significant market share, becoming a symbol of self-reliance and national pride. However, in the 1980s, with the entry of new competitors in the market, Parle Products decided to rebrand the biscuit as Parle-G. 𝗧𝗵𝗲 𝗦𝗲𝗰𝗿𝗲𝘁 𝗕𝗲𝗵𝗶𝗻𝗱 𝗜𝘁𝘀 𝗟𝗼𝗻𝗴𝗲𝘃𝗶𝘁𝘆 Parle-G's success can be attributed to several factors. First and foremost is its affordability. Priced at just a few rupees, it is accessible to people across socio-economic classes. Parle-G has also maintained consistent quality over the decades, ensuring that consumers know exactly what to expect with every bite. Another significant factor is Parle's extensive distribution network. The company has ensured that Parle-G is available in the smallest of villages and the busiest of cities. This widespread availability has helped the brand retain its top position in the highly competitive biscuit market. 𝗖𝘂𝗹𝘁𝘂𝗿𝗮𝗹 𝗜𝗺𝗽𝗮𝗰𝘁 𝗮𝗻𝗱 𝗟𝗲𝗴𝗮𝗰𝘆 From morning walks to midnight study sessions, from train journeys to family picnics, Parle-G has been a constant companion, silently witnessing the unfolding of countless stories, big and small. It is, in many ways, the biscuit that built a nation, one bite at a time.

Packaged food, personal care (skin, hair, body), electronics, apparel, jewelry - all are multi billion dollar industries in India. In just the last decade, all of them have seen unicorn outcomes, apart from one. Packaged food. Why? Forget unicorns, you’ll find it tough to name five packaged food brands that started in the last decade, and are >200Cr in revenue today. That number for categories like personal care would be >20. Why? Ask any VC, and they’ll have a strong thesis on food. They badly want to invest. But are struggling to find food companies that can potentially IPO. Why? And yet, look around, and you’ll find everyone and their mother (quite literally in this case) seems to be starting a packaged food brand. Why oh why! Packaged food brands don’t scale. This isn’t my opinion. It’s empirically true. You’ll find tons of brands <50Cr in revenue. You’ll barely find any >100Cr. Basically, packaged food brands either remain small. Or they die trying to get big. Why!!? I didn’t know these stats before I started The Whole Truth Foods. And that's good. Ignorance, truly, is the mother of all enterprise ;). Now that I do, I feel compelled to keep asking ‘why’? And to share what I’ve found, with anyone starting up in food. Here's my economical, anthropological, philosophical answer. Plus, a slight comment on us humans and our vanity ;) Do read. https://lnkd.in/dTx2PFgA