Crrunchy, a Gurgaon based healthy snacks brand and startup known for its premium flavored makhanas, is entering a new phase of growth. After successfully establishing its presence in Delhi-NCR and Maharashtra, recently, the brand introduced its exceptional offerings to the discerning palates of Gujarat. With numerous brands already competing in the North, Crrunchy is now strategically focusing on South India and exploring global markets. Not only this, the company is also working on expanding its product offerings.
Founded in 2021, Crrunchy began its journey in North India before expanding to Maharashtra, Gujarat including tier 2 cities like Aurangabad. Now its expanded into the South Indian market, particularly cities like Kochi in Kerala. “Our focus now is on South India and the global market,” says Dr. Saurabh Choudhary, the visionary behind Crrunchy, acknowledging the saturation of brands in North India.
“In North India, Makhana is well-known for its benefits. However, when I first entered the offline market in Kerala, I faced some interesting challenges. Distributors and super stockists would frequently ask, “Makhana? Is that what you use at Prasad?” This highlighted the need for increased awareness, especially in South India and global markets,” he says.
Continue Exploring: Healthy snacking brand Crrunchy sets sights on Gujarat and South India for expansion
While the Makhana market is increasingly crowded, Crrunchy stands out due to its commitment to quality and affordability. Dr. Choudhary highlights several unique selling points: “Our Makhanas are fresh and fumigation-free, sourced directly from our own land. Unlike other brands that use palm oil, we use high-quality vegetable oil, ensuring a healthier snack.” This dedication to quality allows Crrunchy to offer competitive pricing, with a 70-gram jar of Makhanas priced at 170 rupees, compared to over 200 rupees for 90-gram jars from competitors that often contain added palm oil.
On the other hand, Crrunchy is soon going to launch new product offerings with various dry fruits snacks. Giving the update Dr Choudhary informs that testing for various dry fruits such as almonds, peanuts and cashews and proceedings for food license is already completed.
Distribution Strategy
Additionally, unlike many brands that start with a D2C model, Crrunchy has always prioritized establishing a strong offline presence. “Our initial focus was to crack the offline market, which helps reduce marketing costs in the long run,” explains Dr. Choudhary. Currently, Crrunchy products are available in both General Trade (GT) and Modern Trade (MT) channels.
With this, Crrunchy is set to expand its reach even further. The brand has already signed up with major quick commerce platforms like Big Basket and Zepto, with plans to launch in the next month or two. This move aims to tap into the growing demand for quick and convenient online shopping, complementing Crrunchy’s robust offline strategy.
Financial Performance and Projections
Talking about the brand’s performance, the past quarter was a successful one for Crrunchy, with sales reaching approximately 58 lakhs, says Dr Choudhary. Looking ahead, Crrunchy anticipates significant growth: “We expect to reach approximately 90 lakhs in sales next quarter, marking an 80% growth.” The company plans to expand its presence to nine states and secure additional MT partnerships, solidifying its position in the market.
As Crrunchy continues to grow, its strategic focus remains clear. By prioritizing the South Indian and global markets, and leveraging both offline and quick commerce channels, Crrunchy is well-positioned to become a major player in the healthy snacking industry.
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