In India, where the candy aisle often reflects a sugary wonderland, a home-grown D2C brand Niblerzz Food and Confectionery Pvt Ltd emerges as a game-changer, reshaping the landscape with its revolutionary approach to sweet indulgence. Despite the plethora of options available, the market for sugar-free and vegan candies remains relatively untapped in India. However, Niblerzz’s bold entry into the scene signifies a seismic shift, capturing the hearts of health-conscious consumers and establishing a unique foothold in the confectionery domain.
As it celebrates its second anniversary with remarkable growth, talking to SnackFax, Aashnee Gajaria, the Co-Founder and CMO of Niblerzz, shared insights into the journey of their innovative candy brand post their appearance on Shark Tank season 3.
“We turned two on April 4th. And it’s been an amazing journey. We are already available in over 140 locations across 19 cities in retail. Still bootstrapping, with a tiny circle of friends and family,” Aashnee said.
Despite being bootstrapped, Niblerzz has secured placements in esteemed retailers like Hamleys and Crossword, standing shoulder to shoulder with established giants in the confectionery realm such as Hershey’s Kisses, M&M’s, and Cadbury’s, to name a few. “Niblerzz is India’s first clean, better-for-you confectionery brand. We aim to cater to every sweet palate, offering a range of products from hard-boiled candies to soft-boiled candies and chocolates,” she stated.
Appearing in Shark Tank Season 3 provided them with a pivotal platform, amplifying its visibility and garnering widespread consumer interest. Aashnee shared the experience, “The whole experience was fantastic. We are grateful to the Shark Tank and Sony team for providing us with this platform, but it was not an easy feat. We went with the mindset that it was a once-in-a-lifetime opportunity for our company,” she said.
After its appearance on the show, Niblerzz experienced surge in popularity. The Co-Founder recounted heartwarming stories of customer engagement, with parents expressing unwavering support and children enthusiastically embracing Niblerzz products. “People have sent us messages of support. They’ve shared images of kids enjoying our products. During a Delhi event in April, parents approached us saying, we continue to buy from you.” These gestures, including messages, social media interactions, and in-person encounters, underscore the deep connection customers feel towards the brand.
The brand’s commitment to clean ingredients and delectable flavors has earned it a dedicated fan base, evident in the surge of sales, which has quadrupled compared to its inaugural year.
“Initially we were offering just one product, in July and August of 2023, we launched peanut chocolate butter cups and lollipops. Notably, lollipops have surpassed sales of mixed fruit gummies in the shortest span. Being India’s first clean lollipop—free from artificial flavors, colors, and preservatives—has further contributed to our success. And yes, I see the brand growing as we plan to launch new products and extend retail operations,” she said.
Discussing Niblerzz’s retail strategy, Aashnee revealed their focus on A+ organic and gourmet stores, strategically positioning their products where parents and children frequently visit. She emphasized the brand’s appeal to children, stating, “Once a child sees our product, it becomes a must-have, creating a delightful challenge for parents.”
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Aashnee then described the brand’s offline and online sales dynamics, noting a significant portion of repeat purchases occurring offline due to the impulse nature of candy buying. “The category we play is still niche. It’s not top of the mind, so its impulse indulgence. Interestingly, while online platforms like Amazon and D2C website play a significant role in sales, offline retail remains a stronghold, with repeat purchases,” she said.
She stressed the significance of trials in converting customers, especially in physical retail settings. “If people don’t taste the product, they won’t know if it’s good. And if it’s not enjoyable, they won’t purchase it again. That’s why many customer interactions and purchases occur offline. We’ve observed consistent repeat purchases since entering retail and marketplaces within just two or three months of our launch,” she explained.
Currently, the brand is extensively working on an expansion roadmap with innovative marketing initiatives. “We’re looking to add at least one or two new products this fiscal year, most likely before the festive season because we want to double down on the celebrations.”
Besides this, their packaging strategy also showcases focus on marketing. “We have kept it very bright and colorful to maintain the category codes. We also have the Paw Patrol licence in India, which is like what McDonald’s and Cadbury’s do with their Mac Meals and Minion toys. But we, as a startup, have the licence and are providing kids with the same collection experience that we had when we were collecting WWE cards, Pokemon cards and even Tazos.”
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They’ve something for this summer too, Aashnee revealed. Niblerzz is gearing up for summer by venturing into summer camps and play areas, capitalizing on increased consumer activity during the season. Additionally, the introduction of exclusive play date boxes on their website caters to evolving consumer needs for unique experiences. “We have curated special play date boxes for the summer which kids can buy while enjoying their lego sessions and movies.”
In terms of expansion, Niblerzz prioritizes consolidating its presence in key markets such as the South and West regions of India, leveraging the success witnessed in metros and tier 2 cities. “Our focus is on doubling down on the cities where we’re already seeing success. Cities like Mumbai, Bangalore, Chennai, Hyderabad, Ahmedabad, and others have shown promising results. In the north, we’re concentrating on cities like Delhi, Chandigarh, and Noida, where our brand is gaining traction,” she said.
The Indian candy market, rooted in centuries-old sweet traditions, has evolved to meet the changing tastes of consumers. From traditional ‘mithai’ to global confections, it’s a dynamic segment within India’s food industry. According to TechSci, it hit USD 1845.2 million in 2023 and is expected to grow at 15.2% CAGR from 2025 to 2029, fueled by ongoing product innovation.
Asking about the competitive landscape in the market, while many international brands have entered India, Aashnee doesn’t feel the heat. “We don’t view them as direct competition. Instead, we see them as incumbents who will inevitably need to adapt to changing consumer preferences for cleaner, healthier products,” she said.
According to her, the recent example of Bournvita highlights the shift towards healthier choices, impacting both consumer behavior and product offerings. “We believe that in the coming years, this shift will become more pronounced, providing an opportunity for us to establish ourselves as a leading Indian brand offering healthier alternatives,” she asserted.
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