Deepak's Musings #159: 🍜 VRB launches WokTok Instant Noodles

Titan Capital’s new avatar

Author

Deepak Shahdadpuri
November 04, 2024

I am interested in all things consumer and insurgent brands. In my newsletter, I share what I read, think about, and reflect upon. You can follow me on Twitter at @dishahdadpuri or DSG Consumer Partners at @dsgcp.

p.s. You can click any summary link to read the full article from its source.

Stills from the launch campaign of WokTok Instant Noodles @ VRB Consumer Products

✈️ A first? An airline with a VC arm

This fund aims to invest in innovative startups, focusing primarily on aviation and consumer sectors like travel, lifestyle, and transportation. IndiGo starts a CVC arm.

IndiGo venture gets Sebi nod to launch venture capital fund

Country's largest airline IndiGo has received approval from market regulator Sebi to launch a VC fund, IndiGo Ventures.

What are the latest travel trends? Hilton shares Interesting insights into emerging travel and business trends, including the rise of "memooners"—solo travelers indulging in honeymoon-like getaways—and “frolleagues,” coworkers turning into travel companions. It explores how travel behaviours are evolving, increasing numbers embracing hybrid leisure-business trips.

Hilton Annual Trends Report Predicts 2025 to Be the 'Year of the Travel Maximizer'

2024 was the Year of the Great Recharge, where sleep retreats made headlines, mindful drinking rose in popularity and wellness‑themed guest rooms took off.

🍜 VRB forays into the noodle category

Viraj Bahl, CEO of VRB Consumer Products, discusses the company’s recent ventures, including launching its new noodle brand, WokTok, and its growing focus on quick commerce. With increasing e-commerce sales, Bahl aims to expand Wok Tok nationwide while maintaining profitability and planning for future IPO ambitions.

We Are Getting Our Act Together In Quick Commerce: Veeba’s Viraj Bahl

The decade-old condiments and sauce maker company has now forayed into launching a new noodles brand called ‘Wok Tok’, which the founder plans to run as an independent brand by the next year

And boy, do I love the ad reel released for the launch. Watch it and tell us what you think.

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🤝 Zomato X ByondNXT?

What is the story here? Zomato has recently taken a strategic step by acquiring an 8% stake in ByondNXT.

Zomato To Acquire 8% Stake In Kitchen Appliance Maker Byondnxt

Zomato received its board’s nod to subscribe to up to 600 equity shares of Byondnxt for a total purchase consideration of INR 6,000.

🌟 Titan Capital’s new avatar

DSG Consumer Partners has partnered with Titan Capital several times, and I am fond of Kunal Bahl and Rohit Bansal. We try to catch up when time permits and if we are in the same city. Titan Capital has launched its new ₹333 crore Winners Fund, focusing on follow-on investments in promising startups from its portfolio. This marks the first time Titan Capital is opening up to external investors, aiming to encourage more domestic capital in India's startup ecosystem. The fund plans to back 20 companies across key sectors.

Kunal Bahl on Titan Capital’s new fund, investment thesis, and encouraging domestic capital

Early-stage venture capital firm Titan Capital recently announced the Winners Fund’s final close at Rs 333 crore.

👣 Epigamia's journey (so far) in creating India’s Greek yoghurt category

The Cap Table speaks to Rohan Mirchandani, founder and CEO of Epigamia, and discusses the company’s journey from its inception to becoming India’s leading Greek yoghurt brand. An introspective Mirchandani shares what has worked and what has not for the business as it sets about conquering the Indian market. In this wide-ranging interview, Mirchandani touches on how Q-Comm impacts the brand’s distribution strategy and what innovation is planned.

Epigamia's quick fix: How the struggling yoghurt brand found a second wind

After stepping aside as CEO, Epigamia founder Rohan Mirchandani is back at the helm.

💡 Chilean Sea Bass Crackers, anyone?

An interesting marketing campaign to draw back the original TG for these snacks: adults.

Goldfish is changing its name to ‘Chilean Sea Bass.’ Here’s why

Goldfish crackers are synonymous with hungry kids, but the company is betting that a sophisticated name change could expand that audience.

📈 Are we going to see a rebound in CPG demand in India?

After six quarters of sluggish growth, India’s CPG sector feels things are improving and is gearing up for a boost. Major players like HUL and Godrej anticipate a mid-teens growth rate, spurred by rural market expansion and a shift toward higher-value products amid rising raw material costs. This revival, though tempered by ongoing urban demand challenges, reflects a mix of strategic pricing and product innovation aimed at capturing both rural consumers and premium-seeking urban buyers.

After sluggish pace last 6 quarters, FMCG cos to hit growth spurt on triple tonic boost

FMCG manufacturers anticipate growth from this quarter, driven by rural demand recovery, premiumisation, and value growth through price increases.

🚨 Case study: Monster Beverage

It is a great case study into how this Red Bull-inspired energy drink became the monster brand it is today.

Unleash the Beast: The Juicy Origins of Monster Beverage

Starting as a family-run juice business in the 1930s, Monster has transformed through bold, innovative branding and marketing into a global energy drink leader.

📰 Other consumer-related news: deals, funding, branding and more

Consumer funding and deal news that caught my attention

Luxury brand Da Milano is up for sale, eyes ₹1,500-crore valuation

Promoters of Da Milano Italia are seeking to sell a substantial stake in the company, valued at ₹1,500 crore, with consulting firm PwC India handling the sale mandate. The decision depends on negotiated valuation, and both strategic investors and private equity players have shown interest.

D2C Startup Zouk Raises $10 million In Series B Funding Round Led By Aavishkaar Group

This funding also marks Aavishkaar Group's eighth investment from its $150 million AIF6 fund, which focuses on impact sectors like financial inclusion, sustainable agriculture, climate, healthcare, and consumer markets in India

Best Day Brewing Brings Total Funding to $22.5M in 2024

Best Day Brewing, the #1 fastest-growing, non-alcoholic craft beer brand in the United States, has announced $22.5M in total funding raised in...

SuppCo Takes On Supplement Transparency

Pulling the curtain on quality.

BelliWelli Secures $10 Million Series B Investment to ‘Shake Up Big Fiber’

After raising a $10 million series B, BelliWelli is focused on building out a fresh fiber category across its retailers, including Target and Walmart.

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