Enter the vibrant world of Phab, where every snack tells a story of innovation and nutrition. Led by the dynamic duo, Gayatri and Ankit Chona, Phab is more than just a brand—it’s a revolution in healthy snacking across India. In a candid conversation with the insightful Raamesh Chandra, we unveil the essence of Phab’s journey. From bustling Mumbai to vibrant Delhi, and beyond, Phab is redefining snacking habits with its protein-packed delights. Join us as we embark on a flavorful odyssey that blends taste with purpose.

Raamesh Chandra: Please introduce yourself and share how Phab was founded and its vision?

Gayatri Chona: I am a nutritionist by profession. After running my health centre in Ahmedabad for 10 years, we moved to Bombay. My husband, Ankit, has been in the ice cream business with Havmor Ice Creams, which we sold in 2017. We saw a gap in the market for healthy, protein-rich snacks in India. Our vision with Phab is to make protein fun and accessible to everyone.

Raamesh Chandra: How did you come up with the name “Phab”?

Gayatri Chona: We wanted a name that was broad and relatable. “Phab” plays on the word “fabulous” and conveys a sense of fun and positivity. It reflects our goal to make healthy snacking enjoyable for everyone.

Raamesh Chandra: How do you address the common perception that healthy food doesn’t taste good?

Gayatri Chona: We focus on creating great-tasting products with the help of our in-house R&D team. Our goal is to balance taste and nutrition, proving that healthy food can be delicious.

Raamesh Chandra: Who do you think are your real brand ambassadors for creating awareness about your product?

Gayatri Chona: We identified our target audience during a rebranding process. The youth is our biggest consumer because they are active, into sports, and need convenient, healthy options. Our second target audience is young mothers who buy groceries for their families. They want convenient and healthy options for their families and are the decision-makers in their households.

Raamesh Chandra: How do you ensure you reach out to them? Besides social media, what other activities do you do regularly?

Gayatri Chona: Visibility and availability are crucial. We ensure our products are available wherever we activate our campaigns, whether on social media, kirana stores, or online platforms. We also participate in youth events and society activities like MyGate to create brand awareness and offer product samples.

Raamesh Chandra: Which markets have you seen great demand for your product?

Gayatri Chona: We are present in Pune, Mumbai, Bangalore, parts of Hyderabad, Delhi, and Gujarat. Pune is doing very well for us because of its young population. We are also available in pan-India online.

Raamesh Chandra: What strategies do you use to stay ahead of your competitors?

Gayatri Chona: Innovation and listening to the consumer are key. We focus on understanding what the consumer wants and creating products that meet their needs.

Raamesh Chandra: How happy are you with your brand’s progress, and what needs to be done to reach pan-India and exports?

Gayatri Chona: Exports are being explored, and we recently completed our first order to the UAE. However, India itself is a huge market that we want to tap into fully. My personal journey has been about learning business and leadership. Experience is the best teacher. We have come a long way since 2020, but there is always more to do. Keeping the bigger picture in sight and learning continuously is crucial.

Raamesh Chandra: How do you balance your professional and personal life?

Gayatri Chona: Balancing work and personal life is challenging. I’m a mother of two boys and have been working since they were born. My husband, Ankit, and I always discuss work, which helps us see things from different perspectives. I believe in quality over quantity time with my kids and involve them in my work journey, so they understand why I need to be in the office.

Raamesh Chandra: What are the future plans for Phab in the next four to five years?

Gayatri Chona: We recently launched millet wafers and have new protein bars coming up. Our focus will continue to be on the protein and snacking space. We want to create awareness about the importance of daily protein intake in a fun and convenient way.

Raamesh Chandra: Is your company bootstrapped or have you raised funds?

Gayatri Chona: We are fully family-funded and bootstrapped. We have a clear cap table with no external investment.

Raamesh Chandra: Would you share your last year’s turnover and this year’s target?

Gayatri Chona: We are currently doing about a crore in sales per month, and we aim to achieve two crores per month by the end of this year. We are focusing on balancing our offline and online sales channels.

Raamesh Chandra: What advice would you give to other women entrepreneurs?

Gayatri Chona: Experience is invaluable. Learning continuously, balancing work and personal life, and involving your family in your journey are crucial. Don’t be afraid to get your hands dirty and learn on the job.