Viraj Bahl From Restaurant Failure to Revolutionizing Sauces and Kids’ Nutrition

Failure can be a stepping stone to success, as exemplified by Viraj Bahl entrepreneurial journey. After experiencing the disappointment of multiple restaurant closures, Viraj didn’t wallow in regret. Instead, he harnessed his newfound insights into the challenges faced by restaurateurs to embark on a fresh venture that would simplify their lives. In 2013, Viraj founded Veeba, a company dedicated to filling a gap in the culinary world: high-quality sauces. Recognizing the transformative role sauces play in enhancing the flavours of various dishes, Viraj aimed to give sauces the recognition they deserved. Armed with approximately Rs 25 crore from his personal savings and family, he ventured into the B2B segment to provide sauces to quick-service restaurants (QSRs).

Veeba quickly became synonymous with top QSR chains, including Domino’s Pizza, Starbucks, KFC, Pizza Hut, and Burger King, providing an array of sauces and condiments. However, the path to success was far from straightforward, with the first two years marked by significant losses and uncertainty. Viraj vividly remembers the anxiety that plagued him during those trying times, as he struggled to make ends meet and meet payroll. The turning point arrived when Domino’s approved Veeba as a supplier for a new product launch. Viraj’s tireless efforts to secure this order highlighted the importance of delivering world-class products to QSR giants. His daily presence at Domino’s offices, albeit with no specific task at hand, eventually resulted in sealing the deal.

Subsequently, Burger King partnered with Veeba for the launch of the BK Whopper, further establishing the company’s reputation in the QSR industry.

In 2015, Veeba expanded into the retail segment and quickly gained popularity across northern India. Today, Veeba’s presence spans 430 towns, offering 54 retail SKUs and nearly 100 B2B SKUs, with year-on-year growth averaging 45-50 percent. Viraj attributes Veeba’s success to its unique selling proposition (USP): sauces with lower fat content. Products like fat-free mayo and chipotle sauce have garnered attention for their healthier alternatives to traditional sauces.

Veeba prioritizes the use of locally sourced raw materials, focusing on ingredient origins. For example, shea butter from Ghana and Moroccan oil from Morocco ensure the highest quality. Building on Veeba’s triumph, Viraj recognized a gap in the market for healthy milk-based drinks for children. In 2017, he conceptualized V-Nourish, embarking on a two-year journey of research and development to create a product that prioritized health and natural flavours. V-Nourish’s nutritious milk drinks boast 40 nutri boosters that enhance children’s immunity, growth, digestion, and stamina. Viraj’s unwavering commitment to real ingredients and flavours has garnered the trust of consumers and healthcare professionals alike.

In 2019, V-Nourish made a prominent splash by enlisting Bollywood actor Shahrukh Khan as its brand ambassador during the IPL Finals. The brand’s certification from the Indian Nutrition Academy and endorsements from doctors in major Indian cities highlight its growing recognition in the healthcare industry. Viraj’s commitment to innovation and quality has garnered external funding, with investments from DSG Consumer Partners, Saama Capital, and VERL Invest. These funds have facilitated the development of world-class facilities and the expansion of Veeba and V-Nourish.

As Viraj sets his sights on the future, he plans to launch more SKUs for both brands and extend their reach across every corner of India. His journey from restaurant failures to culinary success is a testament to resilience and determination in the face of adversity.