Mumbai based ProVFoods, part of Proventus Agrocom Ltd, is sharpening its growth playbook as healthier snacking shifts from a niche preference to a regular habit for Indian households. The company is prioritising nutrition-focused products, wider retail coverage, and repeat consumption as it scales toward its stated ambition of building a Rs 1,000 crore brand by FY28.
Chief Executive Officer and Co-founder DP Jhawar said recent performance is being shaped less by one-time trials and more by consumers returning to the brand. Repeat purchases, stronger visibility across stores, and rising demand for functional snacking formats are driving momentum. Seasonal demand, particularly during winter for dry fruit and makhana based snacks, is also adding to volumes.
Nutrition-led products already account for more than half of ProVFoods’ revenue, and the share is expected to climb steadily through the decade. The company is expanding everyday formats such as flavoured makhana and clean label mixes to move nutrition from an occasional choice to a daily routine. Premium variants are being balanced with value packs to widen reach without pricing out mass consumers.
The brand’s channel mix is split across online, modern trade, and general trade. Digital channels, including quick commerce and direct to consumer, contribute about 46 percent of revenue and are seeing the fastest growth. Modern trade accounts for roughly a quarter of sales, while general trade contributes around 30 percent as the company deepens its footprint in new cities and in South India.
Marketing spends are being directed toward outcomes rather than scale. Early markets focus on store visibility and ground activations, while mature clusters lean on performance marketing and repeat purchase triggers. Influencer partnerships are chosen for credibility over reach, reflecting the trust-led nature of health categories.
ProVFoods’ farm to home sourcing model gives it control over quality and pricing, helping it respond faster to demand trends. The company says data from consumer behaviour guides product design, pack sizes, and pricing decisions. Over the long term, management is measuring success not only in revenue growth but in becoming a trusted, everyday nutrition brand across Indian households.
