In a surprising revelation, Nikunj Biyani, co-founder of SuperYou, shared a curious discovery—one small store on Bandra’s bustling Hill Road sells as many SuperYou wafers as some of the country’s top modern trade retailers like Noble, Wellness, and Apollo.
“I was stunned when I saw the picture,” Biyani wrote in a post. “I had no idea how we even got placed there.” The store, tucked amid gyms, cafes, and busy pedestrian traffic, sees most of its sales late in the evening. Interestingly, many buyers pick up the protein-rich snack while walking back from a workout—or even during a smoke break.
As contradictory as that habit may sound, it points to a deeper insight: location and impulse buying are powerful forces, even in the age of organized retail. The store doesn’t boast fancy shelving or extensive inventory, yet it consistently sells over 100 units of SuperYou wafers every month.
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Biyani admits even his own estimate was off. “My guess was wrong too,” he said. “The store sells north of 100 units a month.” That puts it on par with some of the best-performing modern trade outlets, despite its modest footprint.
This case underscores how brand presence in high-footfall, behavior-driven micro-markets can deliver big results. It’s a reminder that not all success comes from sleek displays or large chains—sometimes, the best-selling spots are right under your nose, thriving quietly on everyday human habits.
