Vikas D Nahar kicked off his entrepreneurial journey in 2011 with Satvikk Specialty Foods, a health-focused retail venture that quickly expanded to 15 stores by 2015. With four years in the F&B industry under his belt, Vikas had sharpened his skills in market research and key account management. But he wasn’t stopping there.

 

While exploring ways to grow Satvikk, he spotted a golden opportunity:

 

🔹 The buzz around ‘healthy snacking’ was growing louder.

🔹 Healthy food products in India lacked standardisation.

🔹 Global brands hadn’t yet claimed their territory in this space.

 

Seeing the gap, Vikas jumped on the chance to create an organised ‘healthy snacking’ brand. And so, in late 2016, with just INR 10,000 and a tiny 2-member team, Happilo was born!

 

INR 10K – that’s less than the brokerage for a rented flat these days!

 

The first year was all about finding the Product-Market Fit (PMF).

 

Just when things were getting tight, Vikas stumbled upon the CGTMSE scheme by the Government of India. This was a game-changer! He secured an INR 80L loan from a private bank, giving Happilo the boost it desperately needed.

 

Cut to FY24 – Happilo clocked a whopping INR 500 Cr!

 

Wait, are we jumping ships too fast? Buckle up for a quick flashback – how did Happilo go from zero to hero in the healthy snacking world!

 

 

Let’s Dive Into The Growth Playbook Of Happilo!

Once capital crunch was out of the way, Vikas went all in! First, he standardised the packaging—sleek, consistent, and premium, making the brand unforgettable from the get-go. Then, he nailed ‘taste’ and boosted the shelf-life of all SKUs to 9-12 months.

 

Their first product – ‘Trail Mix’ was an instant hit. There wasn’t a product like this before – standardised, well-packaged, and with a ziplock, what?

 

Customers went nuts for them!

 

First Hit SKU of Happilo

 

Then, it was time to shift focus from creating a fundamental base for Happilo to the next phase of growth – Distribution, Fundraising, and Marketing!

 

 

Cracking Distribution

 

Vikas leveraged his reputation in the F&B industry to strike a deal with BigBasket. At the time, BigBasket was struggling to source top-quality dry fruits and healthy snacks.

 

Boom! Happilo swooped in, signing a one-month exclusivity deal. In return, BigBasket launched Happilo in 8 major metros. A win-win! Happilo got a crucial sales channel, while BigBasket became the first online platform to offer standardised dry fruits and healthy snacks.

 

This savvy move earned Happilo its first customers. Without missing a beat, they landed a deal with HyperCity in Mumbai, becoming a best-seller in no time.

 

And, by 2022, Happilo was everywhere, expanding to 10,000 modern trade stores across India and partnering with over 200 distribution channels, including all major quick-commerce and e-commerce platforms. Talk about a domino effect!

 

 

The Fundraising Frenzy

 

Until 2021, Happilo had been bootstrapped, but when they raised funds, they made waves. Can you think of any other Indian healthy-snacking company that raised INR 200 Cr in a single round?

 

Funding rounds

 

 

This infusion of capital allowed them to double down on marketing, taking Happilo to the next level.

 

Jo Dikhta Hai Wohi Bikta Hai

 

Happilo’s marketing strategy deserves its own case study!

 

Whether it’s print ads, social media buzz, or even cheering on IPL teams like Rajasthan Royals and RCB, they’ve made sure their brand is front and centre. It’s not just marketing; it’s an all-out blitz. They’ve been so bullish, you’d think they’re selling gold, not just dry fruits!

 

PS – When Virat Kohli’s rooting for a healthy snacking brand, you just know it’s healthy!

 

 

Marketing done by Happilo across channels

 

These marketing campaigns have not only increased the visibility of Happilo but also boosted credibility. And, the impact can be clearly depicted from their YoY growth!

 

Financials from FY18 to Fy23

 

 

The Next 5 Years

Reportedly, the global healthy snacks market is projected to skyrocket to a whopping INR 1500K Cr by 2030, and Happilo is already carving out its share. With a strategic move into international markets through Amazon US and Amazon MiddleEast, it’s clear that Happilo isn’t just playing the game—they’re aiming to win it.

 

And let’s be honest, if their past is any indication, we’re in for one wild ride! With their relentless marketing strategy, expanding footprint, and unstoppable momentum, Happilo is definitely a brand to follow!