Year 2016 – This was when the RP-Sanjiv Goenka group envisioned a foray into the FMCG Business. RP-SG FMCG’s strategic intent is to innovate disruptively and create brands and products, that are genuine and desirable to the consumers.
We started by exploring the packaged snacks segment. Based on extensive consumer research and insights generated thereof, we realised that a majority of them indulged in Fried & Unhealthy snacks, and were feeling guilty about their indulgence. This was the need gap we saw an immense potential in – both in terms of business and in terms of making genuine product offerings.
With this in mind, we ventured into the Foods business with one intent – offer healthier and guilt-free snacking options which consumers can have anytime, anywhere, as much. This resulted in the incorporation of our FMCG firm - Guiltfree Industries Limited (GIL) – in January 2017. And so began our brand story – a healthier snack offering which also scored high on the taste factor. In April 2017, a new force in the snack foods space came into existence– GIL’s first brand “Too Yumm!”.
Since its inception, GIL has been growing at a break-neck pace, beating industry records. Within just a year, ‘Too Yumm!’ achieved an annual Sales Rate of INR 200 Cr. by growing at 15-20% MoM – one of the fastest in the country to do so. By FY1819, ‘Too Yumm!’ is all set to become a INR 600 Cr. brand with its distribution across India and beyond. In December 2017, Virat Kohli came aboard as our Brand Ambassador. And we all know that a fitness icon like Virat won’t sign-off with a brand unless he genuinely believes in the value proposition – in our case, truly guilt-free snacks to binge on.
We’ve also grown inorganically by acquiring Apricot Foods – a mass-market snack company based in Gujarat. Apricot’s brand ‘eVita’ is already clocking INR 200 Cr. revenues and is poised to grow bigger.
By following organic & inorganic growth trajectories, we at RP-SG FMCG are all set to venture into other FMCG categories, create a portfolio of brands that are disruptive & genuine and achieve a revenue of INR 10,000 Cr. within 5 years. With the RP-Sanjiv Goenka group itself scaling new heights, with annual revenues of INR 23,000 Cr.+ and assets close to INR 41,000 Cr.; we know that an extraordinary journey has just begun.
Want to be a part of this exciting journey? Come aboard! Contact us at email@example.com