Beyond Snack, the brand known for its banana chips, is aiming to enter the tier 2 and 3 regions of India and extend its global reach to 12 countries with its latest products, according to Manas Madhu, the Co-Founder of the company.
The brand has predominantly focused on tier 1 and metropolitan cities, solidifying its presence in 21 cities and 10 states across India. Additionally, it has already made inroads into several countries such as the U.S., UAE, Australia, Sweden, Qatar, Nepal, Singapore, and Mauritius.
Madhu stated that in the current fiscal year, the brand aims to double its retail touch points across India, expanding to reach 40,000 outlets.
Recently, the brand unveiled coconut oil-based banana chips, offering both rock salt-infused and wavy-style variations. The focus is on introducing trade-compatible innovations that bring meaningful additions to the category.
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Madhu remarked, “Consumers are increasingly trusting Beyond Snack as a brand, which makes them more willing to try out new market innovations from the same brand.”
Therefore, the brand intends to introduce additional innovations in FY25.
With ambitious expansion and product release strategies, the company aims to reach the INR 100 crore revenue milestone this fiscal year. Madhu emphasized, “Given that our product is often an impulse buy, our prominent placement on retail shelves significantly enhances its value. Therefore, distribution and retail visibility will be paramount in attaining our revenue targets.”
“This fiscal year, we anticipate a shift in sales contributions between online and offline channels,” Madhu explained. “As we prioritize aggressive expansion in offline channels, we expect offline sales to surpass online sales.”
Speaking more about the cash burn, he said that organisational spending is still in the single digits. “Our main priority is on sustainable growth instead of excessive spending,” Madhu said.
The brand is steadily advancing its online marketing efforts while also assisting offline partners through Below-the-line (BTL) activities. This year, it aims to explore fresh marketing avenues and contemplate above-the-line (ATL) initiatives to bolster distribution, emphasizing the synergy between online and offline endeavors.
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