In 2013, Viraj Bahl found himself at the lowest point of his life.

 

After shutting down his restaurant chain, Pocket Full, the second-generation entrepreneur had lost almost everything.

 

Yet, instead of giving up, Viraj took a leap of faith that would change the face of India’s condiment industry.

 

With a small plot of land in Neemrana, Rajasthan, he launched Veeba, a brand that has since become a staple in kitchens across the country, boasting 👇

 

🔥 ₹1000 Cr revenue in FY24
🔥 A distribution network spanning 700+ pincodes
🔥 A product portfolio of 300+ SKUs

 

The QSR Hack That Gave Veeba Its First Wings To Fly

Starting with B2C can be brutal. Viraj knew this.

 

So, Veeba took the back door and targeted B2B first.

 

He focused on supplying high-quality sauces and condiments to QSR chains, targeting giants like Domino’s, KFC, Starbucks, and Pizza Hut. A strategic masterstroke!

 

This helped Veeba secure consistent cash flow, allowing the business to stabilise and scale.

 

Three wins here 👇

 

💠 Steady demand, giving the financial runway to grow without relying on retail sales

💠 Ramp up to international quality standards, which later became Veeba’s USP

💠 Invaluable insights into consumer preferences

 

Though B2B now contributes only 8% to Veeba’s total revenue today, it laid the foundation for the brand’s success.

 

 

About D2CX

 

Keeping Up With Consumer Preferences – The 2016 Shift!

This was the time when traditional tiffin boxes started getting replaced by quick, convenient meals like sandwiches, salads, and pasta.

 

Millennials and Gen Z, exposed to global cuisines and lifestyles, were driving demand for sauces and condiments that cater to these modern preferences.

 

Viraj was one of the first ones to identify this shift – remember the third point from the QSR section? 

 

He realised that condiments were no longer just side dishes; they were central to the dining experience.

 

Salad Dressing Market (INDIA)

 

 

The salad dressing market was growing leaps and bounds, and Viraj was at the right place at the right time.

 

He capitalised on this opportunity by creating sauces that combined global flavors with a desi twist—like Tandoori Mayo and Schezwan Chutney.

 

This marked the start of the Veeba revolution!

 

Crafting A Niche In The ₹5000 Cr Condiments Market

 

Viraj’s approach to product development is simple: don’t be a “me-too” brand.

 

The sauces are crafted to stand out, whether through unique flavors or health-focused formulations. This commitment to innovation has helped the brand maintain its competitive edge in a crowded market.

 

Products like eggless mayonnaise also appealed to India’s vast vegetarian population, cementing Veeba’s place in the category.

 

 

Veeba's SKU's

 

The Next Pitstop–Retail Domination

 

When Veeba entered the retail space, it didn’t follow the typical path of launching in metro cities first.

 

Instead, it began in Tier-2 towns like Chandigarh and Ludhiana, which allowed the brand to establish itself in smaller markets, where competition was less intense, and distribution was easier to manage.

 

The strategy paid off.

 

Today, Veeba generates 70% of its revenue from general trade, with modern trade and e-commerce accounting for the rest.

 

The brand has also expanded its reach to international markets, including the USA, Singapore, and Australia, positioning itself as a global player in the condiment industry.

 

Frugal Marketing Strategies For Hitting Homeruns

Veeba dedicates 20% of its revenue to marketing, with 80% of that budget going toward television campaigns.

 

Campaigns like Aaj Kya Khaoge? have made Veeba a household name, while cooking shows like Veeba Cook-Off have turned its products into kitchen essentials.

 

Social media also plays a crucial role in Veeba’s success.

 

The brand’s platforms are filled with engaging content, from recipes and tips to behind-the-scenes glimpses of its innovation process.

 

This multi-channel approach has helped Veeba build a loyal community of consumers who see it as more than just a sauce brand.

Veeba’s Secret Sauce For Exponential Growth

Viraj plans to invest heavily in R&D to drive product innovation and expand its footprint in both domestic and international markets.

 

New product launches are on the horizon, with a focus on categories like snacks, beverages, and even biscuits.

 

The goal isn’t just to grow—it’s to lead – and their growth clearly depicts so.

 

 

Growth Revenue of Veeba

 

Veeba aims to set new benchmarks in the FMCG sector, redefining what it means to be a homegrown success story.

 

The next time you dip into a bottle of tandoori mayo or drizzle peanut butter on toast, remember this 👇

 

You’re not just tasting a condiment; you’re tasting the spirit of a brand that refused to give up.