‘WE ARE OPERATING IN AN EXPERIENCE ECONOMY TODAY'

Point of Purchase|April 2020

‘WE ARE OPERATING IN AN EXPERIENCE ECONOMY TODAY'
NuttyFox, a healthy snack brand by Vaaya Foods, started its journey in 2019. Subhashish Bharuka, Founder & CEO, NuttyFox shares with Point Of purchase, his plans to change the snacking habits of Indians. Presented below are excerpts from the chat.
Payal Gulati

How has NuttyFox fared so far in the market?

We launched the brand in Bangalore in late October 2019. Since then, we’ve organically sold over 7,000 packs of NuttyFox. We’ve got really good response for the first product, which is Gourmet Makhana (Foxnuts). We are selling well on Amazon and currently present at 5 POS which include Sara Organics (Bangalore), Marzipan Café (3 outlets in Bangalore) and ON. Organic & Health store, Pune (A joint venture between Neha Patil and Luke Coutinho). We hope to increase our presence across modern trade stores in Bangalore and key metros in the next 6 months.

What was the initial retail reach of your product and how did you try tapping the large retailers?

As a bootstrapped start-up, we have reached out to our target consumers mainly through the flea markets in Bangalore and the boost was Christmas markets. We also do pop-ups at co-working spaces and continue to create touchpoints for our potential buyers. The response has been extremely motivating.

We are currently being selective about large retail chains because it was important to get the initial feedback and response from the healthy snackers. Now we are starting to approach a few modern trade retailers and should soon see the product listed at select stores in Bangalore, Hyderabad and Pune.

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April 2020