Veeba, a condiment and sauce brand, is set to surpass the Rs. 1000 crore revenue mark in the Indian market this fiscal year. Founded in 2013, Veeba has built a robust portfolio of over 85 products across over 700 towns in India, with a vast network of 150,000 points of sale. The company’s vision under Bahl’s leadership is to become a traditional FMCG company, involving an intricate blend of marketing and advertising strategies.
In September 2023, Veeba secured a co-presenting sponsorship for the popular television show, MasterChef India, allowing Veeba to tap into India’s premier cooking competition and connect with its core target audience. The new marketing campaign during the ICC Men’s Cricket World Cup features the tagline “Your Food, Your Rules,” showcasing Veeba’s comprehensive product range, narrated by Samir Kochhar.
Veeba plans to advertise throughout the World Cup, with vernacular advertising on South Indian GECs, complemented by Hindi and Bengali channels. The brand is scheduled to air its commercials on Disney+ Hotstar during the World Cup, with plans to explore additional high-profile shows such as Indian Idol and Bigg Boss, alongside their continued association with MasterChef.
Veeba’s overarching strategy revolves around food innovation, with a dedicated team of 7-8 scientists leading research and development efforts. Their extensive product line reflects a fusion of global cuisines and cultures, offering a wide array of sauces, chutneys, purees, and more, influenced by culinary traditions from around the world.
Veeba’s retail distribution now comprises a substantial 92% of its total revenue, with only 8% originating from B2B channels. The brand’s retail distribution channels are diverse, with 70% of revenue stemming from general trade, approximately 22% from modern trade, and 8% from digital avenues.
Veeba’s sales and distribution are marked by a uniform nationwide presence, with no dominant regions. The company’s largest city is Delhi, its largest region in the south, and its largest state is Maharashtra.