VRB Consumer Products Pvt. Ltd., the parent company of Veeba, has launched a new brand, Wok Tok, with an investment of approximately Rs 50 crore. The move is part of the company’s strategy to expand its footprint in the fast-growing Asian cuisine market. Viraj Bahl, founder and managing director of VRB, explained that the company aims to tap into the increasing demand for Chinese sauces and noodles, a segment where VRB previously lacked a presence.
The new Wok Tok brand offers 16 SKUs, including Chinese and pan-Asian sauces, dressings, Hakka noodles, and instant cup noodles. The products stand out for being palm oil-free, MSG-free, and made without maida. Initially launched in metro cities like Delhi and Bengaluru, Wok Tok will soon expand to top-tier cities across India, with nationwide availability expected within three months.
VRB, which operates in 750 towns and cities, plans to make Wok Tok available through general trade, modern trade, e-commerce, and quick commerce platforms. The company expects quick commerce to be a key growth driver, given the impulse nature of noodle purchases.
Looking ahead, VRB plans to expand its portfolio across seven categories with five brands by 2028. Currently, the company operates two manufacturing units with a combined capacity of 10,000 tons per month and intends to invest over Rs 100 crore to set up another facility in South India. Despite current challenges in the FMCG sector due to rising oil prices, Bahl expects VRB to grow 5% ahead of the market.