The Business of Taste: Viraj Bahl on Building a Multi-Crore Food Brand

"Sauce is the unsung hero of the Indian industry," said Viraj Bahl, Founder and Managing Director of Veeba, Tasty Pixel, and WokTok, in an exclusive Series C session on campus.

 When we think about sauces and condiments, we often overlook the companies that make them a staple in our kitchens. But behind every bottle of ketchup or dressing lies a story of persistence, innovation, and bold decision-making.

 That is precisely what Viraj Bahl, the founder of Veeba, shared when he visited Masters’ Union, offering an insider’s perspective on the brand’s journey from a B2B manufacturer to a household name.

From B2B Supplier to Household Brand: The Veeba Story

Veeba did not start as a consumer brand - it was first a B2B company catering to some of the biggest names in the Quick Service Restaurant (QSR) industry. From manufacturing high-quality sauces for global giants such as Domino’s and Subway to setting up a state-of-the-art, ISO 22000-certified facility, Veeba’s journey began with an unwavering focus on quality.

The company’s emphasis on sourcing the finest ingredients globally and maintaining world-class manufacturing standards helped it carve out a unique space in a highly competitive market.

Venturing into Retail

The transition from a B2B player to a consumer brand was driven by the realisation that Indian households lacked access to high-quality, preservative-free condiments. This prompted Veeba to enter the retail space, ensuring its products reached homes not just in metro cities but also in tier 2 and tier 3 markets.

Today, Veeba has built a robust distribution network across both General Trade and Modern Trade, bringing fresh and authentic flavours to consumers across the country. With a keen focus on innovation, the company introduced preservative-free tomato ketchup and sugar-free variants, setting new benchmarks in the industry.

Cracking Product-Market Fit & Scaling an Unconventional Business

Viraj shared a crucial insight about scaling in the food industry—achieving product-market fit. He stressed that money from retail cash flow should come in within 35-40 days to ensure sustainability. This financial discipline, combined with Veeba’s commitment to meaningful innovation at lower costs, helped the company scale rapidly in an otherwise traditional sector.

Beyond Veeba: Tasty Pixel & WokTok

With Veeba’s success, the company expanded into new verticals, launching Tasty Pixel, which has surpassed the ₹100 crore revenue mark. Another standout addition is WokTok by Veeba, a brand that introduced no-maida and no-MSG noodles, catering to the growing demand for healthier food options.

Lessons from Viraj Bahl: Quality, Innovation & Resilience

Viraj’s journey is a testament to the fact that building a brand requires unwavering commitment to quality, a deep understanding of market needs, and the resilience to navigate uncertainty. His strategy—prioritising manufacturing excellence, establishing a strong B2B presence, and then breaking into the consumer market—serves as a masterclass for aspiring entrepreneurs looking to build scalable businesses in competitive industries.