This sauce company makes more than ₹1,000 crores in revenue and has disrupted India’s ₹5,000 crore sauce and ketchup industry. With more than 50% market share, Veeba has become the ultimate sauce king in India in less than 10 years. A company present in over 700 cities and roughly 2 lakh outlets.
Let’s dive into the three saucy insights that Veeba has cracked to become India’s biggest homegrown sauce maker and an SMCG (Specialty Packaged Consumer Goods) success story.
From Legacy to Launch: Veeba’s Origin Story
You’ll be shocked to know that the founder of Veeba, Viraj Bahl, earlier owned Fun Foods, which is now their biggest competitor. Fun Foods was originally founded by Viraj’s father, Rajeev Bahl, and sold to German giant Dr. Oetker in 2008 after 25 years.
With food industry DNA and entrepreneurial spirit, Viraj made his comeback in 2013 by selling his house to finance Veeba’s first factory.
Insight 1: The B2B Route to Success
In 2013, the sauce market was largely divided into:
- Ketchup segment led by Nestlé’s Maggi (47% market share), Kissan, and Heinz.
- Mayonnaise, dips & dressings led by Fun Foods.
Urban India was shifting from traditional ketchup to new-age dressings and dips. Veeba saw an opportunity and chose a unique entry strategy: B2B (Business-to-Business).
Why B2B First?
- Cash Flow: Large orders from QSRs (Quick Service Restaurants) ensured consistent revenue.
- Quality Obsession: Clients like Domino’s, Starbucks, KFC, and Pizza Hut demand top-notch standards.
- Customer Intelligence: By supplying to brands like Subway, they could learn which sauces customers loved the most.
This B2B-first approach helped them scale rapidly while understanding product preferences for their future B2C (Business-to-Consumer) push.
Insight 2: Product & SKU Innovation
While working with QSRs, Veeba was simultaneously researching the retail space. Instead of targeting hot-selling categories, they introduced niche flavors, including:
- Southwest
- Wasabi mayo
- Gluten-free sauces
- Preservative-free ketchup (India’s first!)
Their innovation wasn’t limited to flavors. They also built a wide SKU depth with over 80+ SKUs across 12 categories, keeping their offerings relevant to Gen Z and millennials.
They now operate multiple brands under their parent company:
- Veeba – Sauces, dressings, and spreads
- Earthmade – Coconut water
- Benny & Toby – Mocktail syrups
- Tasty Pixel – B2B exclusive toppings and seasonings
They even tested a children’s milk drink brand, Veeba Nourishes, which was later discontinued.
Insight 3: Distribution Disruption
Cracking distribution in India is notoriously difficult. Veeba tackled this challenge strategically:
- Targeted Tier-2 Cities First: Instead of major metros like Delhi, they went to cities like Gurgaon, Ludhiana, and Chandigarh.
- Built Proof, Then Scaled: Once successful in smaller cities, they scaled to metros with proven models.
- Retailer Trust: Now, some retailers even pay Veeba in advance to stock their products.
Packaging That Pops
- First to use flip-top squeeze bottles in India.
- Prominently displayed fat & sugar content on the front of the pack.
- Branded themselves as a healthier choice, not the healthiest—smart positioning.
Conclusion: A Homegrown SMCG Giant in the Making
From targeting QSRs to cracking modern trade and launching niche products, Veeba has successfully built a ₹1,000 crore SMCG powerhouse. What started as a bold bet by Viraj Bahl is now one of India’s most admired food brands with a clear mission to expand into multiple consumer categories.
FAQs About Veeba’s Success
Q1. Who is the founder of Veeba?
Viraj Bahl, who previously ran Fun Foods with his father.
Q2. What was Veeba’s first big client?
Domino’s Pizza, with an initial order of 70 tons.
Q3. How did Veeba stand out in the retail market?
By focusing on niche flavors, quality ingredients, and innovative packaging.
Q4. What percentage of Veeba’s revenue comes from B2B today?
About 8%, with the majority now coming from B2C sales.
Q5. What are some sub-brands under Veeba?
Earthmade (coconut water), Benny & Toby (mocktails), and Tasty Pixel (seasonings, sauces).
