Everybody likes snacks, it feel refreshing and tasty, while watching a movie at home without even knowing, we consume unhealthy and oil-based snacks. Later regret with stomach upset and health issues. There are different types of snacks in the Indian market, and we consume them in a large amount. After identifying this gap, Vikas D. Nahar started a brand called Happilo.
After completing his education, vikas identified in the Indian dry fruit market that 95% of the sector is unorganised. Most of the dry fruit market was illegal, lacked food standards or proper shelf life. These made dry fruits extremely difficult to choose, and local markets manipulated weight and quality by selling dry fruits which were not authentic. The Indian dry fruit market is around 50,000 crore and totally unorganised.
Vikas began his journey with just 10,000 rupees by selling dry fruits with packaging and branding. Slowly the business improved with time. The marketing strategies used by happilo, are initially advertised with simple word of mouth by comparing with local markets and products. Eventually, with time, they sponsored IPL teams and created advertisements focusing more on healthy snacks. Collaboration with Bollywood actors like Siddharth Malhotra and Kiara Advani make it even more visible across India.
Recently, Vikas appeared in the Shark Tank India show, where his presence has impacted on a large scale. The brand, which was started from a small local brand, has now reached global standards. Initially, they had only a few products, but now it has 130 best products, along with they provide bulk orders. They are aspiring to become a 1000 crore company within the next 2 years. They have a retail footprint across 10,000 stores, they focus on presenting themselves in film theatres, cricket matches, airports, shopping malls, making them elite in the snack industry.
