How a B2B Sauce Brand Became a Household Name

The story of Veeba...

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We are back with this week’s case study issue on Veeba!

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Brand Background

Founded in 2013 by Viraj Bahl, Veeba started as a B2B supplier of sauces, dressings, and spreads to fast food giants like Domino’s, KFC, and Starbucks.

But soon, Veeba made a pivot into the B2C market, entering Indian kitchens with international-quality sauces like Chipotle Mayo, Pizza Pasta Sauce, and Thousand Island Dressing. All this while being positioned as “healthy and tasty”.

🔍 The Gap

Before Veeba:

• "Mayonnaise" was alien to most Indian households.

• Sauces meant Maggi ketchup—that’s it.

• International sauces were either imported (costly) or subpar locally made products.

• Parents were skeptical of sauces due to preservatives, high-fat content, and sugar.

In short: There was no Indian brand owning the ‘fun + health’ space in condiments.

The Strategy

Veeba’s masterstroke? A category-creation + education + health-conscious parenting play.

Here’s the breakdown:

1. “Restaurant-style taste at home” – bring café-quality sauces to Indian kitchens.

2. Health-first positioning – low-fat, zero trans fat, no synthetic colors.

3. Target: Modern, young parents who are:

   • Looking to “jazz up” kid’s meals

   • Concerned about nutrition

4. Pricing between mass and premium – not cheap, not luxury.

   

🎯 Execution

1. Product Innovation

100+ variants of sauces, spreads, and dressings
Indian twists like Tandoori Mayo, Schezwan Chutney, and more
Squeeze bottles for convenience

2. Communication = Simplicity + Trust

• Visual-heavy packaging: colorful, clean, and easy to understand

• Clear messaging: “No MSG”, “Low Fat”, “No Preservatives”

• Brand tone: Friendly, modern, and helpful

3. Influencer & Mommy Marketing

• Collaborated with mom bloggers and food creators

• Focused on kid-friendly recipes and lunchbox hacks

• Social media full of “3-min healthy snacks” using Veeba

4. Retail Strategy

• Grabbed premium shelf space in modern retail outlets

• Simultaneously expanded into kiranas with small SKUs

5. B2B to B2C Halo

• Already in people’s mouths (literally) via Domino’s, Subway etc.

• Created a perception of “This is what big brands use, must be good”

The Results

• From ₹0 to ₹250+ Cr revenue in under a decade

• 350+ towns across India

• Became India’s #2 mayo brand after Dr. Oetker

• Expanded into peanut butter, dessert toppings, and jams

• Created V-Nourish, a health drink brand (sold later)

• Competed head-on with multinationals like Nestlé and Hindustan Unilever in condiments

Key Takeaways

✅ Start B2B, go B2C once credibility is built
✅ Health + Taste = Sweet spot in Indian kitchens
✅ Visual simplicity wins trust on shelves
✅ Micro-influencers and moms = high-impact brand advocates
✅ Innovation keeps the shelf exciting – don’t rely on one hero product

Financial Snapshot and other news

• FY23 Revenue: ₹811 crore​ (Source : Forbes)

• FY24 Target: On track to surpass ₹1,000 crore​

• Retail Focus: 92% of sales from B2C channels

• Product Expansion: Launched 'WokTok'—a range of Chinese and Pan-Asian sauces and cup noodles tailored for Indian tastes.

• Growth Strategy: Plans to introduce four new brands across seven categories by 2028, aiming to evolve beyond condiments.