In an exclusive interview with our editor, Raamesh Chandra, we delve into the entrepreneurial journey of Priyanshu Bansal, the founder of Arasha Foods. Hailing from Pune, Priyanshu’s passion for the food and beverage industry was ignited early on, inspired by his experiences at trade fairs in India and Dubai. His venture, Arasha Foods, stands as a beacon of vision, determination, and innovation in entrepreneurship, offering unique and premium confectionery products.
Raamesh Chandra: Can you tell us about the background of Arasha Foods and how it came into being?
Priyanshu Bansal: Arasha Foods is my startup. While our traditional business revolved around real estate and trading activities, the idea to enter the confectionery industry struck during the COVID-19 pandemic. With ample time for research and exploration, I noticed a gap in the market for innovative and high-quality confectionery products, especially in the mass premium category. This led to the inception of Arasha Foods, where we focus on offering unique and premium confectionery products.
Raamesh Chandra: What sets Arasha Foods apart from other confectionery brands?
Priyanshu Bansal: Arasha Foods operates in the relatively underserved mass premium segment. We focus on products that cater to specific tastes and trends, such as sour candies, which are popular in the Western market and gaining traction in India. Our commitment to quality, innovation, and unique product offerings differentiate us from other brands.
Raamesh Chandra: Could you elaborate on your product range and the recent innovations at Arasha Foods?
Priyanshu Bansal: One of our recent innovations is a lollipop with a sweet and sour twist. The lollipop is accompanied by a container of sour liquid, allowing consumers to customize their candy experience. We also have plans to launch guilt-free lollipops targeted at health-conscious parents. These products cater to a specific age group and offer a unique selling proposition in the market.
Raamesh Chandra: How has Arasha Foods’ journey been regarding distribution and market presence?
Priyanshu Bansal: We have primarily focused on offline distribution, with our products available in stores across Pune, Mumbai, Kerala, Goa, and other cities. Building trust with retailers and distributors has been crucial, and we have gradually expanded our presence in different markets. We also plan to list our products on e-commerce platforms like Amazon and Flipkart to reach a wider audience.
Raamesh Chandra: What are your plans and vision for Arasha Foods?
Priyanshu Bansal: We have short-term and long-term goals for Arasha Foods. We aim to become a 500 crore company in the next three years, focusing on sustainable growth and customer loyalty. In the long term, we aspire to become a 1000-1500 crore company in 10-15 years, emphasizing the importance of steady growth and market sustainability over rapid expansion.
Raamesh Chandra: How do you address sustainability in your business, especially in using packaging materials?
Priyanshu Bansal: While we acknowledge the importance of sustainability, especially in packaging, our current focus is on product quality and market penetration. However, we are exploring options for sustainable packaging materials and are committed to incorporating eco-friendly practices in our operations wherever feasible.
Raamesh Chandra: What marketing strategies have you employed to promote Arasha Foods?
Priyanshu Bansal: Our marketing approach has primarily been offline, focusing on sampling activities at local and flea markets. We believe in the principle of ‘jo dikhta hai, wo bikhta hai’ (what is visible and sells), and our strategy revolves around creating brand visibility and consumer engagement through direct interactions.
Raamesh Chandra: How do you ensure product quality and gather consumer feedback?
Priyanshu Bansal: We prioritize product quality by sourcing natural ingredients and ensuring stringent quality control measures in our manufacturing process. Feedback from distributors, retailers, and consumers is invaluable, and we actively seek and incorporate suggestions to improve our products.
Raamesh Chandra: Any final thoughts or messages for aspiring entrepreneurs in the F&B industry?
Priyanshu Bansal: My advice to aspiring entrepreneurs in the F&B industry is to focus on product innovation, market research, and customer feedback. Building trust with stakeholders and maintaining a long-term vision is vital to sustainable growth in this competitive market.
The journey of Priyanshu Bansal and Arasha Foods is not just a story of entrepreneurship but a testament to the power of vision, perseverance, and innovation in carving a niche in the dynamic F&B industry. As Arasha Foods continues to innovate and expand its presence, it stands poised to redefine the culinary landscape with its pioneering approach.
