110 Market The mayonnaise and emulsion market in India was still in its nascent stages when a new brand – Veeba – decided to enter the retail segment. Having tasted success in the food services business, with clients like Dominos, Pizza Hut, Burger King to name a few, it was only natural for Veeba to venture from a B2B to a consumer brand. The mayonnaise and salad dressing market is emerging as one of the rapidly growing dynamic category in the food industry of India. Due to better availability, improved standards of living, changing lifestyles, global exposure and the willingness to try new flavours, the demand for sophisticated taste in meals is becoming a growing trend in the food industry. It is not just the taste but also the focus on the visual appeal of the food along with a shift in the narrative to healthy, innovative food recipes that are still very tasty, that is making a positive impact on the mayonnaise market. Even though Covid-19 severely impacted the Hotels, Restaurant and Café (HoReCa) segment leading to a fall in consumption of mayonnaise and salad dressing, the retail segment grew substantially.This was due to increased selfcooking at home where flavourful, quick and easyto-use ingredients were required to create those moments of comfor t and connection which good food could provide.What also helped was that the food industry was declared an essential segment which had a much lower disruption on manufacturing and distribution, making it readily available in stores and e-commerce sites. According to India Mayonnaise & Salad Dressing Market Overview, the mayonnaise and salad dressing market is predicted to increase at a CAGR of more than 20% during forecast period 2017-18 to 2022-23. Achievements Having entered the market at the right time, Veeba quickly cemented its position as one of the leading mayonnaise brands in the country, by sticking to its philosophy of ‘Better for you’ products.Veeba forayed into the retail sector with some popular variants like Chipotle Southwest, Honey Mustard, Sweet Onion Sauce to name a few. Not only were the products extremely flavourful, they were low on fat too. After intense research and development,Veeba was successfully able to formulate low-fat dressings while keeping the taste and creaminess as much as that of full-fat dressing. Veeba has a lot of firsts to its credit.Veeba was the first company in the mayonnaise category to have a Bollywood celebrity – Neha Dhupia as its brand ambassador. After establishing itself as one of the leading mayonnaise marketer in the category, Veeba launched an even wider range of mayonnaise and spreads to cater to the changing Indian food trends. By 2017, with over 40 products,Veeba was now a force to reckon with in the mayonnaise and spreads category. History Launched in 2013 by Viraj Bahl,Veeba Food Services was named after his mother. Veeba commissioned its first plant in January 2014 in Neemrana on the golden quadrilateral. An FSSC 22000 cer tified plant,Veeba’s manufacturing facility was state-of-the-ar t and capable of producing 1,500 tonnes in a month. Focusing on the food services sector,Veeba was quick to par tner with various global Quick Service Restaurants (QSR) and food chains operating in India.With its sole focus on research and development and creating value for the consumer,Veeba quickly came to be reckoned with as one of the major players in the category. Having successfully established itself as a supplier to some of the biggest QSRs in the country,Veeba forayed into the HoReCa segment. With its superior quality and a pan-India distribution network,Veeba was quickly able to Veeba is one of the leading condiments and sauce companies in India. Its strong focus on quality, innovation and ‘Better for you’ products has helped it stand out in a very cluttered retail market. With a pan-India distribution network reaching both general trade and modern trade shops, it offers its consumers the freshest and the most authentic flavours in the comfort of their homes. Extreme focus is put on procuring the finest and most authentic ingredients from across the globe and then manufacturing in a world class FSSC 22000 certified manufacturing facility. Superbrands 2022 in.superbrands.com
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