Happa, an organic baby food brand founded by Pankaj Prakash in 2017, is making a mark in the industry, where only big brands are known. The company has served approximately 5 million children in India and 1-1.2 million children globally, establishing itself as a major player in the baby food market. Happa’s innovative and organic products, designed with the same care as homemade baby food, have made it a top choice for health-conscious parents.
A Father’s Inspiration
Pankaj Prakash’s journey from parenthood to entrepreneurship began with a simple desire: to provide his daughter with healthier food options. As a new father, Pankaj realized that the baby food market had not evolved in decades, continuing to offer the same outdated, calorie-dense options. Concerned about the nutritional value of the food available for his daughter, he decided to take matters into his own hands.
“I became a father first and a baby food maker second,” Pankaj explains. “The industry hadn’t changed in 50, 60 years. While we started feeding better food to our pets, we continued to feed the same old products to our babies. I wanted to ensure my daughter got better, healthier food options.”
From Homemade Experiments to Market disruptor
What started as homemade experiments in his kitchen quickly evolved into a full-fledged business. Pankaj began by creating purees from organic fruits and vegetables, with no additives, colors, salt, or sugar. As his daughter grew and her dietary needs changed, so did Happa’s product range.
“My product strategy is determined by the needs and growth of my daughter. When she was born, we started with purees. As she grew, we introduced snacks and later healthier candy alternatives,” says Pankaj.
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Innovative Products for Growing Market
Happa’s product line has expanded to include ready-to-eat purees, ready-to-cook meals, and healthy snacks like kids’ puffs and single-ingredient mango melts. These products are designed to meet the needs of modern parents who seek convenience without compromising on quality and nutrition.
“Our mango melts, for instance, are made from 100% mango with absolutely nothing else added. People are often skeptical, but once they try it, they realize it’s just pure, wholesome fruit,” Pankaj explains.
Expanding Reach and Maintaining Quality
Happa has grown its market presence both online and offline, being available on major e-commerce platforms and select retail stores in India. The brand has also expanded internationally, exporting to six countries and catering to a diverse customer base.
“We’re not just targeting the Indian diaspora. Our products are designed for a global audience, competing with established international brands,” Pankaj notes. “We’ve been successful because we’ve been able to maintain affordability and profitability while maintaining high quality.”
Initially, Happa started with a price range of INR 249 or INR 145 for a pouch, which was recognized as steep for consumers. Since Indian consumers are price sensitive, the company managed to bring the cost down to INR 99 while maintaining profitability.
“As customers realised how convenient and valuable my product was, their buying habits changed over time. This has been evident in tier-2 cities like Chandigarh and Mohali, where the market response has been positive. Just take example of diaper market in India, which initially faced resistance. Over time, they became regular staple in households. Similarly, my product might follow this path, evolving from a niche or occasional use item to a regular purchase,” he says.
Future Prospects and Growth
Looking ahead, Pankaj is focused on making Happa more affordable and accessible, particularly in India’s tier 2 and tier 3 cities. He is committed to creating a world-class brand that stands out in the global market.
“We’re in no hurry. We don’t have VCs pressuring us for quick returns. Our goal is to build a sustainable, high-quality brand that parents trust,” Pankaj says.
With its innovative approach and dedication to quality, Happa is poised to continue its growth and make a significant impact in the baby food industry, driven by the inspiration of a father determined to give his daughter the best.
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