Gutsy Greek Yoghurt, a Mumbai-based brand known for its commitment to gut health and quality, is poised to make a significant leap beyond its home city. As the demand for healthier, preservative-free options grows, Gutsy is ready to extend its reach to new markets across India.
“Our product is gutsy on its own,” Nicolo Morea, brand’s Co-Founder remarked. “It’s good for your gut, and it takes guts to compete against some big players in the market. We offer something real, with no preservatives and a shorter shelf life, which sets us apart.”
Nicolo Morea is a seasoned entrepreneur, known for founding some of Mumbai’s premier hospitality brands, including the popular eatery chain Crepe Station and the trendy bar, Elbow Room. The concept of creating a superior Greek yogurt initially emerged during a discussion between Nicolo and Digambar Mayekar, Co-founder of The Den and Gutsy. Adhuna Bhabani, Co-founder of BBlunt India and Gutsy, was among the first to sample the product and played a pivotal role in pushing the team to bring it to market.
Gutsy’s product line includes both fresh and frozen Greek yoghurt, with the latter positioned as a healthier alternative to ice cream. “Our frozen Greek yoghurt has 60% Greek yoghurt and 40% cream, compared to ice cream’s 100% cream,” Morea highlighted. “It’s lighter on the palate and stomach, making it a healthier choice.”
Rising Demand and Market Growth
Since its inception a year ago, Gutsy Greek Yoghurt has quickly gained traction, particularly among women aged 21 to 50, who make up 90% of the brand’s customer base. “These women buy for their families, which means their parents, spouses, and children,” Morea explained. “The market in India is still very women-centric, which is amazing.”
Despite the challenges of entering a market with established competitors like Epigamia, Morea sees the demand for Greek yoghurt growing steadily. “The demand for Greek yoghurt is going up year on year,” he noted. “New consumers and the younger generation are seeking something different, something they can call their own.”
Besides that, Morea credits market growth to increased health consciousness and new-age consumers who are switching from old to new brands.
“We’re doing a head count of about 250 to 300 products a day right now, and by December, I’m hoping we reach 600 to 700,” Morea shared. “We’re holding tight on the reins, but the potential is there.”
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Expansion Plans: Pune, Goa, and Beyond
As Gutsy prepares to expand to Pune and Goa by the end of this year, with plans to enter Gujarat and Bangalore early next year, the brand is focusing on logistics and maintaining product quality. “Logistics is a very important and tough part of this whole exercise,” Morea said. “We need a cold chain logistic service provider that streamlines our operations from manufacture to sale.”
Morea says that beyond this expansion goal, his company plans to explore the northern region of India as part of its phase 2 expansion strategy. Looking ahead, Gutsy is also exploring new product lines, including a diabetic range of Greek yoghurts.
