Wingreens Farms: From Local Startup to Multi-Brand Powerhouse

What does it take to turn a local brand into a national powerhouse during a global crisis?

For Vikram Aditya Chaudhri, Co-founder of Wingreens Farms and CEO of RAW Pressery, the answer lay in acquiring five companies during the pandemic.

We recently had the pleasure of hosting him at Masters' Union for an insightful SeriesC session. Vikram offered valuable insights into Q-commerce, understanding gross margins in FMCG, and building a powerful online presence. Starting as a small Delhi NCR brand, Wingreens Farms has grown into a national leader. Under Vikram’s leadership, the company has expanded rapidly by focusing on innovation, empowering women, and redefining the FMCG playbook.

Growth Through Acquisition: Building a Portfolio of Five Brands

During the pandemic, Wingreens seized the opportunity to diversify its offerings by acquiring five brands, each catering to unique consumer needs. This expansion allowed Wingreens to tap into new markets and strengthen its foothold in the highly competitive FMCG sector. Through this strategic growth, Wingreens has evolved from a single product line into a diverse portfolio, bringing quality food products to tables across India.

Adaptability at Its Core: Moving from Offline to Online

The pandemic fundamentally reshaped consumer behaviour, pushing Wingreens to rethink its strategy. With physical stores shuttered and consumers increasingly shopping online, Wingreens swiftly shifted to e-commerce. This adaptability has been a cornerstone of its success, allowing the brand to meet consumers where they are. From groceries to specialty foods, Wingreens has captured the online market with a robust digital presence, making it a household name nationwide.

Empowering Women: A Purpose-Driven Mission

One of Wingreens’ defining values is its commitment to empowering women in the workforce. Through job opportunities in food processing, Wingreens has created a business model that is as socially impactful as it is profitable. This approach not only uplifts local communities but also reinforces the brand’s values, building a loyal customer base that resonates with its mission of social impact.

The Rise of E-commerce: Capturing the Online Market

As e-commerce became a lifeline during the pandemic, Wingreens embraced the shift, recognizing the power of a digital-first approach. This move wasn’t just about staying relevant; it allowed Wingreens to expand its reach and deliver products directly to consumers. The brand’s quick pivot to online platforms underscored the importance of e-commerce in modern retail and solidified Wingreens’ presence in households across India.

Innovation in Product Processing: Extending Shelf Life and Margins

Innovation has been a game-changer for Wingreens. By refining its product processing methods, Wingreens has managed to extend shelf life while maintaining quality—an essential factor for success in FMCG. These innovations have also improved the brand’s unit economics, making each sale more profitable and contributing to the company’s long-term sustainability. In a market where every margin matters, Wingreens’ focus on product efficiency is a model for other brands aiming for longevity.

The Power of Unit Economics: A Sustainable Growth Strategy

Vikram stresses the importance of strong unit economics, especially in a competitive FMCG landscape. Each product has to make financial sense on its own, ensuring that Wingreens’ growth is both robust and sustainable. This commitment to efficiency has enabled the brand to expand rapidly while remaining financially sound, proving that profitability and growth can—and should—go hand in hand.

Evolving Marketing: From Sampling to Digital Engagement

Wingreens’ early days involved direct consumer interaction through sampling, allowing potential customers to experience the brand firsthand. But with the rise of digital marketing, Wingreens has evolved its strategy to include online brand promotion, leveraging social media and influencer partnerships to reach a wider audience. This shift allows the brand to engage with consumers more meaningfully, building trust and recognition in a competitive market.

Maintaining Quality Across a Diverse Portfolio

Expanding into new product categories has allowed Wingreens to cater to a broader range of consumer needs. But with diversification comes the challenge of maintaining consistent quality across all offerings. Wingreens tackles this head-on by keeping its quality standards high, ensuring that every product lives up to its brand promise. This focus on integrity strengthens Wingreens’ reputation as a reliable choice for health-conscious consumers.

Building a Brand with Purpose and Adaptability

Wingreens Farms is a shining example of how adaptability, social responsibility, and innovation can propel a brand to success. With a focus on empowering women, expanding e-commerce, and staying financially disciplined, Wingreens is not just growing—it’s leading. Under Vikram’s guidance, the brand continues to break new ground in the FMCG industry, proving that a mission-driven approach can create both social impact and lasting profitability. As Wingreens looks to the future, its journey is a testament to the power of purpose-driven growth in a fast-evolving market.

Watch the podcast to learn more about Wingreens Farms' business model.

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