In an exclusive interview with Indian Startup Times, Kshitij Neelakantan, the co-founder of Naagin Sauce, shares how a casual conversation with a friend created a unique hot sauce brand tailored for the Indian palate. Kshitij discusses the origins of Naagin Sauce, its mission to redefine condiment culture in India, and the company’s vision for the future. Join us as we delve into the story behind Naagin Sauce and its innovative approach to flavour and authenticity in Indian cuisine.
Raamesh Chandra: Can you tell us about your background and how Naagin Sauce came to be?
Kshitij Neelakantan: Certainly. My co-founder Arjun and I had previously worked together at a marketing consultancy focusing on content. The idea for Naagin Sauce came about through a conversation with my friend Mikhail, who has a background in the food business. We realized there was a gap in the market for a hot sauce that catered explicitly to Indian cuisine, using the wide variety of chillies available in India.
Raamesh Chandra: How did you come up with the name Naagin Sauce?
Kshitij Neelakantan: The name Naagin Sauce was chosen to be catchy and evoke a response from people. We wanted a name that stood out and made people curious.
Raamesh Chandra: What sets Naagin Sauce apart from other hot sauce brands?
Kshitij Neelakantan: Our focus has always been on using natural, high-quality ingredients native to Indian cuisines. We want to offer a product that not only adds spice but also enhances the flavour of Indian dishes. Our sauces are inspired by regional Indian cuisines, such as Maharashtrian and Northeastern, using chillies like Sankeshwari and Bhut Jolokia.
Raamesh Chandra: How has the response been to Naagin Sauce since its launch in 2019?
Kshitij Neelakantan: We have been very pleased with the market’s response. It’s been gratifying to see our vision validated by the positive feedback from customers. We have also been pleasantly surprised by the diverse range of people who enjoy our sauces, including children who have taken a liking to them.
Raamesh Chandra: Can you tell us about your marketing strategy for Naagin Sauce?
Kshitij Neelakantan: Our marketing strategy has focused on targeting keywords that resonate with our target audience, which includes students, young professionals, and young couples who lead busy lifestyles but still want flavorful food. We have also collaborated with other brands, such as our partnership with 2M Chips, to create unique products and expand our reach.
Raamesh Chandra: Are there any competitors in the market for the products you are selling now?
Kshitij Neelakantan: Yes, there are competitors in the market, but more than competitive packaged products, we are also competing with traditional condiment culture in India, which has revolved around chutneys and achars. Our focus on using natural, high-quality ingredients and offering unique flavours sets us apart from traditional condiments and other hot sauce brands.
Raamesh Chandra: Is your company bootstrapped, or have you raised investments?
Kshitij Neelakantan: We bootstrapped the company initially and brought Naagin Sauce to market with our funds. Since then, we have raised some seed funding and intend to raise a series A round shortly to fuel our growth and expansion plans.
Raamesh Chandra: Regarding performance and e-commerce marketing, what factors have been most effective for Naagin Sauce?
Kshitij Neelakantan: Keyword targeting has been our most effective strategy in e-commerce marketing. We have found that targeting keywords related to chilli, hot sauces, and flavour enhancers has effectively helped us reach our target audience. Additionally, collaborations with other brands, such as our partnership with 2M Chips, have expanded our market reach and introduced our products to new audiences.
Raamesh Chandra: What is Naagin Sauce’s vision for the future?
Kshitij Neelakantan: We plan to continue innovating with new and original flavours, drawing inspiration from different regional cuisines across India. We want to highlight the diversity of Indian food and offer products that cater to a wide range of tastes. Collaborations with other companies and a focus on creating innovative flavours will be at the core of our plans.
