D2C brand WellBe Foods, a part of the Nimida Group, achieved a significant milestone in the FY 2023-24 by reaching 1000 stores. Based in Bengaluru, this brand is renowned for its commitment to offering clean food choices to Indian consumers. Now, it’s gearing up for further expansion through the General Trade (GT) route. By the end of fiscal year 2024-2025, WellBe Foods plans to launch its snacks and snack bars in 25,000 general trade (GT) stores across South India, becoming the first brand with a “No Nasties” promise to reach such a wide distribution in GT stores.
General Trade stores, encompassing traditional mom-and-pop or kirana outlets, play a pivotal role in the Indian retail landscape. With approximately 12 to 13 million such establishments across the country, they constitute about four-fifths of total FMCG retail sales in India. Despite the surge of e-commerce, these conventional retail stores maintain their dominance, commanding nearly 90 percent of India’s $1.3 trillion retail market.
WellBe Foods’ Journey: From Modest Beginnings to 1000 Stores
WellBe Foods embarked on its journey in 2020, initially establishing a modest presence in 13 stores of The Organic World in Bengaluru. Since then, its range of healthy snacks and snack bars has expanded significantly, now being stocked in 1000 stores spread across five cities: Bengaluru, Chennai, Hyderabad, Vizag, and Vijayawada. This growth has been strategically fueled by partnerships with Modern Trade (MT), Stand Alone Modern Trade (SAMT), and Regional Chains, featuring prominent retail collaborators such as Lulu, Spar, Spencer’s, More, Ratnadeep, and Natures’ Basket.
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Gaurav Manchanda, Founder of Nimida Group and MD of WellBe Foods, stated, “FY 2023-24 has been an immensely rewarding year for WellBe Foods. Reaching the 1000-store milestone is a significant achievement! What motivates us the most is the overwhelming consumer affection for WellBe products across various markets. Health-conscious professionals and millennial moms alike are seeking snacks made from wholesome ingredients, free from chemically refined oils and artificial colors. They are scrutinizing food labels and making informed decisions that align with their health objectives. At Nimida Group, we are excited to maintain this positive momentum, offering Deliciously Good, Honestly Made food with No Nasties Ever!”
WellBe Foods presents a range of traditional Indian snacks, including kodbale, ribbon pakoda, murukku, khara chakli, cornflakes mixture, and khara sev, all reimagined in a healthier form. The brand prioritizes the use of all-natural, wholesome ingredients such as red rice flour, rice bran oil, and flaxseeds, completely avoiding maida. True to its No Nasties promise, all WellBe products are free from chemically refined oils, artificial colors, artificial flavors, artificial sweeteners, synthetic antioxidants, synthetic preservatives, and high fructose syrups.
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