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Are you looking for inspiration on how to grow your business in a crowded market?
Look no further than Happilo, a premium gourmet brand for dry fruits and healthy snacking. Founded by Vikas D Nahar with just ₹10,000, Happilo has grown into a 500 crore revenue business, despite operating in a highly unorganized segment of the FMCG space.
In this video, we present to you Happilo’s business case study and explore how Vikas leveraged multiple pivots, creative ad campaigns, and a laser focus on brand equity to achieve success. We cover how he identified pain-points in the market, pivoted his product line to offer more variety and improved shelf-life, and entered the offline omnichannel space to build a strong retail and distribution network.
Happilo's branding strategy includes a mix of Above the Line (ATL) and Below the Line (BTL) activations. By partnering with Rajasthan Royals as a title sponsor for IPL, the brand positioned itself as a healthy alternative for guilt-free snacking for cricket fans. Happilo's Diwali campaign with Bollywood stars Sid Malhotra and Kiara Advani helped the brand tap into the movie-going audience and add XP points to the association factor in building brand equity.
By keeping brand equity at the core of their business, Happilo has been able to capture a 20% share in the organized Dry Fruits market in a short span of time. Will the brand achieve international status as a homegrown Dry Fruits brand? Will Happilo become synonymous with healthy snacking among young adults? Only time will tell.
If you're a business looking for inspiration on how to grow in a crowded market, then make sure to watch this video and learn some key insights from the industry. Hit the subscribe button and bell notifications to keep up to date with all our latest content.
Which is your favourite product from Happilo? Let us know in the comments.
Chapters ✅
0:00 - Intro
1:15 - Problems with Unorganized Dry Fruit Market
1:57 - Happilo's Birth & Founder Background
3:12 - Multiple Pivots to Achieve the Right Fit
4:28 - The Importance of Brand Equity
5:28 - Happilo's ATL and BTL Campaigns
6:51 - Happilo's Growth and Future Prospects
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