Last month we looked at how a new generation of digital-first brands are bringing colour, humour and new energy to dry and dusty categories. They're doing this with better innovations, stronger claims and sharper propositions than major incumbents. This is the second and concluding part of the series.
1. Licious: For helping you eat the best meat possible.
India’s meat market is valued at $40 billion with 96% of the demand met by unorganised wet markets where meat is reared, transported and sold in unhygienic conditions. Licious was founded in 2015 to deliver quality protein to consumers willing to pay more for the privilege. It also offers cold cuts, kebabs, meat-based spreads and RTC dishes.
The company has adopted a full stack farm-to-fork model to maintain tight control over its integrated supply and cold chain. It operates a no-frozen meat philosophy: all its products are stored at 0-4⁰ temperature and do not contain antibiotics, chemicals, artificial preservatives, colour and flavouring. Its tech backbone uses predictive algorithms to reduce wastage, inventory and understand customer preferences. Packaging and branding highlight quality, hygiene and freshness which is driven home by its ‘If it’s Licious, it’s Delicious’ messaging. With a pan-India presence and the assurance of a 2-hour delivery, Licious has been clocking more than 20,000 orders a day.
2. Slurrp Farm: For bringing back natural and wholesome grains into kids' diets.
While researching ideas to start a business together, Meghana Narayan and Shauravi Malik found that most children's products are made with wheat or rice, contain trans fats and alarming quantities of sugar. Their idea was to bring back super grains such as bajra, jowar and ragi back into kids' diets in a way that's easy, and hassle-free for parents and fun for kids. Slurrp Farm's product range includes porridge mixes, pancake and waffle mixes, millet dosas, puffed snacks, cake and brownie mixes and cookies.
A key part of the proposition is that it is 'Made by 2 Mothers' which means no bad stuff, only good stuff. Products are gluten-free and contain no refined sugar or flour. Their playful identity, packaging and brand language were all designed in-house. On social the brand, actively engages mothers, home chefs and kids who love to cook and bake.
3. Superbottoms: For reusable cloth diapers that are good for baby and the planet.
There's no doubt that disposable diapers are a wonderful solution for busy moms. Yet they are also responsible for diaper rash and clogged landfills. In India, reusable cloth nappies have been the norm. They're eco-friendly, affordable, re-usable and good for baby. The only drawback? The discomfort of wetness and the never-ending cycle of washing. Superbottoms, has addressed this gap by designing leak-proof, adjustable and reusable organic cotton diapers starting from Rs. 450.
What's interesting is that the company has built flexibility and inclusivity into its culture--employing a 50+ 'all-moms' team to manage their core operations and sales channels. This has become an asset for the business because they truly understand their customers. Online the brand has built a 12,000 strong Facebook community to engage parents in discussions around cloth diapering and other related baby care topics. Fun and formal playdates are organised to give parents an opportunity connect with each other. The brand has also collaborated with Alicia Souza-- illustrator, influencer and mommy-- on a new line of products.
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