In talks with Vaibhav Dugar, Co – creator at Kingdom of Good Food
Q: What motivated you to step into the health food business?
A: I have been a part of the health food industry since 2012; having worked in the Organic Food industry until 2019 eventually moving on to form this unique initiative. Health has been an active part of my formative years, both professionally and personally and I have been lucky to get opportunities to explore this space at a very early stage in my career.
At the Kingdom of Good Food, we are not only providing healthy food but also helping heal the planet since we use sunlight to make our food!
Q: What kind of research you did before jumping into this business and what findings made you sure it is the way to go?
A: We spent nearly 2 years researching, developing, and perfecting the product. Understanding the sun at different times of the year and the effect of seasons on the preparation of our products took us time to make it market-ready. Since there was no precedent at large in the food industry across what we were trying to do, we had to burn, learn, and churn our path.
The idea that we can make an impact on the ground (since the products are made by rural women), on consumers' health & food habits, as well as on the planet resonated with our principles. Indian consumers are seeking healthy food and the trend has seen a phenomenal increase in the last 2 years. We believed that the time was right to explore and market our products since so many channels had opened for an exploratory brand like ours.
Q: Millets are a superfood which has made a comeback in recent years. What innovation and strategy went into designing your line of millets-based products?
A: We perform a litmus test based on certain parameters; is it healthy? Is it creating a positive impact on people’s lives? Is it planet friendly? Can a certain ingredient be more beneficial compared to another? Will the consumer love eating it? What if it’s Vegan & Gluten-free? Fortunately, Millets has proven to be a boon for us as it is a planet & people-friendly product and fulfils all our parameters.
Q: You have an exhaustive line of millets-based products. What are the growth patterns and market acceptance for these products?
A: Health-focused consumers are also looking for vegan and gluten-free alternatives. The market is still small and in a nascent stage but there is a tremendous potential to grow. A good product backed by a good story always sells.
Q: Tell us about the opportunities and the challenges in the Indian health food market.
A: In a country of 1.3 billion people, with a vibrant young population and known to be one of the fastest growing economies; I would say it’s a blessed time to be in India!