In the fast-evolving landscape of gluten-free products, Chakna Singh, a pioneering brand founded by Ribhu Tiwari, is making significant strides to position itself as the ITC of the gluten-free market. With over a decade of experience and a robust portfolio that includes the prominent Dr. Gluten brand, Chakna Singh is steadfast in its mission to cater to a niche yet growing demographic of gluten-intolerant consumers. Additionally, the brand is witnessing a customer retention rate of approximately 65-70% with around 10,000 to 15,000 families consuming products monthly.
“We are aiming to be the ITC of the gluten-free industry,” says Ribhu Tiwari, highlighting the company’s vision. Despite being bootstrapped, his company has already made significant strides, and is experiencing. They not only produce their own branded products but also engage in private labeling for other brands in the market.
From Personal Struggle to Market Innovation
The brand is born out of personal experiences. Ribhu’s journey began in the UK, where his father’s struggle with gluten intolerance inspired him to explore gluten-free food options. “Ten years back, there was nothing available in India. People still don’t know much about gluten-free. I used to send him cartons of gluten-free food,” Ribhu recalls. This personal challenge led him to create gluten-free flour and snacks. After a brief stint as a relationship manager at HDFC Bank, he began experimenting with gluten-free products, which eventually evolved into Chakna Singh and Doctor Gluten brands.
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“And now we are present across the country, exporting our products, while also selling it on e-commerce and through quick commerce channels. In fact, we are the only ones in the world who are doing gluten-free canned Gulab Jamuns, which will last for six months with zero percent preservatives.” he says.
Gluten-Free Market Landscape and competition
The gluten-free market, though niche, is burgeoning with potential. “The gluten-free market is approximately 1% of the total population, depending on geographical locations,” explains Ribhu. In regions like Punjab, where wheat consumption is high, the prevalence of gluten intolerance is notably higher. Despite the market’s size, the value is substantial, with Ribhu estimating it to be around INR 5,000 to INR 10,000 crore.
And the entry of big players like Aashirvaad into the gluten-free space underscores the market’s potential. However, Ribhu remains undeterred. “Our market is never going to go off because we are driven by gluten sensitivity and the medical part of it, rather than the fashion and health benefit part of it,” he asserts.
Chakna Singh’s dedication to producing gluten-free products in dedicated facilities ensures a loyal customer base that prioritizes safety and quality over brand names. “The customer does not know what gluten-free means,” he says. “It’s our job to go to the consumer and educate them.”
Challenges, Strategies and price factor
Highlighting the market challenges, Ribhu says that distribution remains a significant hurdle. Traditional distributors, focused on volume rather than value, have shown little interest in niche products like gluten-free snacks. To counter this, Ribhu has adopted a direct-to-retail approach, even if it means shouldering high logistics costs. “We directly reach the retailer. We have our own sales team,” says Ribhu.
The company leverages both offline and online channels to ensure accessibility. “For metros, we are in standalone premium stores, and pharmacies are the biggest stocks of gluten-free products in India.”
On the other hand, Gluten-free products are often perceived as expensive, which is another challenge for the brand. “The ingredients involved in production are expensive. Our one kg atta is priced at INR 160 a kilo, mainly due to high-cost ingredients like moong dal,” Ribhu explains.
“We are in a fix where we don’t have any option other than putting at a higher price.” Despite this, the brand maintains a strong customer retention rate, with around 60% of sales coming from online channels, a testament to the trust and quality Chakna Singh offers.
Future Prospects and Market Education
Looking ahead, Ribhu is optimistic yet realistic about the challenges. “Customer retention is the number one thing we should look up to,” he emphasizes. Education about gluten-free products remains a critical area for growth. “Even if I put my products on all the stores, it won’t matter much because the consumer does not know what gluten-free product is.”
Meanwhile, the brand is working on new product launches. “Our goal is always innovation. We aim to introduce unique products to the market, catering to diverse dietary needs without compromising on taste. We’re excited about our upcoming launches, which include a Cheetos-like snack and Oreo-like extruded puffs that can be dunked into milk. These will come in flavor variations such as peanut butter and cappuccino,” he says, giving us a sneak peek into the brand’s product roadmap.