How Two Sisters Created a Area of interest Meals Model that Broke the Floor for Wholesome Consuming in India — Case Research (2022)

Ever heard of breakfast bars? Properly, chances are you’ll know what it’s now however that wasn’t the case again in 2014.

It wouldn’t be unsuitable to say that YogaBar launched the Indian viewers to the class of dietary bars. “There’s a satisfaction in being the primary to create one thing”, says Suhasini, Co-founder and CEO of YogaBar. Their ardour led to their success as they ventured off into the unknown terrain of entrepreneurship.

With the assistance of some unbelievable collaborators, two sisters constructed YogaBar from scratch — proper from creating the wholesome, scrumptious recipes to designing their machines and making their first sale. The corporate now employs 280 individuals who chase the identical imaginative and prescient that fueled Anindita and Suhasini Sampath.

We talked to the founders to study what impressed them to create YogaBar and the way Shopify helped them of their on-line journey.

The inception of YogaBar

On an uneventful day in New York, Anindita, Co-founder and CEO of YogaBar, mused out loud, “If I had a protein bar, I’d name it Yogabar”. And Suhasini determined the title was adequate to be trademarked—4 years earlier than the model was really launched.

When the sister duo ultimately determined to begin the enterprise, they have been confronted with two actual points.

The primary was getting the product proper. After virtually 500 rounds of testing, Anindita and Suhasini bought the mix of style and vitamin they have been searching for. However that led to the second problem – promoting their merchandise.

Neglect a dietary bar vary, even wholesome residing was not a giant idea again in 2014. So, YogaBar not solely needed to create consciousness about its product choices, but in addition needed to educate individuals concerning the class and vitamin typically. And so they needed to discover a strategy to be current in entrance of their audience, which was a lot simpler to do offline than on-line again then.

And so, they began showcasing their merchandise at locations that well being aware individuals would frequent – like yoga studios. In reality, they made their first sale at a yoga class! Quickly they started retailing their merchandise at shops and the model garnered 90% of its income by offline gross sales.

Whereas they’d a web site for presence, they weren’t planning to shift focus to on-line channels, till the pandemic struck.

Earlier than and After: A raise of 500%

The pandemic induced a whole lot of disruption, with offline gross sales being affected as a result of lockdown and different restrictions. Nevertheless, on-line gross sales of important objects was allowed throughout the lockdown and meals objects fell into that class.

With this shift in market, the model thought-about it their precedence to spend money on driving on-line gross sales. Their pivot to on-line gross sales reaped magnificent outcomes, with gross sales rising by 500% simply inside a number of months of the lockdown, a major feat in an trade saddled with single-digit progress.

Scaling a dietary meals model with Shopify

The thought of making a web site could also be overwhelming for somebody unfamiliar with technical ideas. And discovering a dependable on-line promoting platform will be equally exhaustive. So, once you get on a platform that works, you wouldn’t wish to depart.

That is precisely what occurred with Yogabar. YogaBar has been related to Shopify since its preliminary days. Since virtually day 1, their on-line retailer has been on Shopify. Though there weren’t targeted efforts to promote on-line, YogaBar had a web site since their preliminary days, and proceed to refine it as they scale.

“We’ve had 99 issues, however our web site has by no means been one”, quips Suhasini.
The model is now gearing as much as scale its web site gross sales 5x and is already assured about its skill to deal with that bounce, due to Shopify’s dependable platform and simply integrable plugins.

Suhasini mentioned how Shopify has made on-line promoting simpler for YogaBar. “Shopify is seamless. It is easy to make use of and now we have by no means skilled a breakdown.”

In addition to the host of integrations for funds, buyer engagement, and whatnot, they discovered Shopify easy-to-navigate and fast to grasp. The academic movies, detailed assist pages and articles helped them work out the platform’s instruments and functionalities. And, after all, a devoted help workforce too.

The swap to Shopify didn’t require them to extensively practice their employees both, because the platform was clean and simple to grasp. “The employees was ready to make use of Shopify to watch the operational actions, together with monitoring order requests and dispatch info, with ease.” This meant operational advantages from the time they began their on-line retailer!

For an FMCG model like YogaBar that operates on comparatively skinny gross margins, monitoring gross sales figures, cashflows, and different efficiency metrics is vital to sustaining operational effectivity, and consequently profitability. Suhasini shares that her workforce finds it helpful that Shopify affords fast entry to an array of experiences that makes it simple for them to maintain a tab on their KPIs simply and preserve clean operations.

“In addition to, if it really works nicely with Fenty’s billion-dollar gross sales, it ought to work nicely for us too!”, says Suhasini.

Had been there any bars to entry?

The meals manufacturing enterprise is historically a male-dominated trade and so is your complete ecosystem and provide chain. That introduced us to the plain query that we felt compelled to ask the sisters– Did they face any particular challenges or roadblocks in beginning a model as ladies on this trade?

The reply was fairly refreshing. The founders share that their expertise has been moderately pleasant for the reason that very starting. They’ve acquired immense help from all their stakeholders. Many felt proud seeing two ladies constructing a full-fledged meals model proper from scratch, and even went out of their strategy to provide them additional assist.

“India welcomes change. Being a lady entrepreneur has been helpful. Everybody desires to really feel like they’ve supported one thing others didn’t help.”, shares Suhasini.

The model at present has presence in 10,000+ stores, other than promoting by itself web site and third-party marketplaces.

So, how precisely did two ladies introduce a wholesome snack model in India and make it synonymous with a product class for itself? Let’s discover out.

Wholesome practices for budding entrepreneurs

Suhasini and Anindita have pulled off a feat that only a few individuals can: creating a distinct segment class in a super-competitive area like meals. Their journey to date has been moderately inspiring. And listed below are simply few issues that one can take away:

1. Give attention to cost-effective pilot testing: The meals area requires manufacturers to roll out merchandise that the shoppers will wish to eat. The simplest strategy to know should you’ve bought the style proper is to do pilot launches. Pilots offer you sensible suggestions of the product and will let you improvise, if wanted, earlier than a full-scale launch.
2. Hit the trifecta: Indian clients are extraordinarily selective about their spends and wish merchandise which might be tasty and priced proper. In addition they wish to really feel some form of relatability or affiliation with what they’re buying. Hit this mix proper, and you might be set for fulfillment.
3. Educate your viewers and construct communities: Gross sales, particularly D2C gross sales, requires you to construct an emotional connection together with your viewers to ascertain belief and model loyalty. YogaBar realised this early on, and established themselves by sharing useful and informational content material that helped them construct a neighborhood of like-minded individuals. Over time, they constructed a strong #YogaFam and continued their outreach actions throughout the pandemic too. The model shared inspirational and optimistic posts on their social media handles by their weekly ‘Pleased Information Digest’ to do their bit in spreading positivity and making wellness actionable.

   

4. Promote your story: People join higher with one another once they relate together with your private story. By no means be hesitant to share your story whereas promoting your model, be it with distributors or buyers, promote your imaginative and prescient of what you propose to do with the model and what are its actual advantages.

   One other concern that usually faces new companies is capital. In response to Suhasini, it’s simpler to boost capital now than ever earlier than. Traders are greater than prepared to place their cash behind a robust product and a passionate entrepreneur.

   YogaBar pitched a product that was certainly one of its type on the time of launch, and raised funds from banks and buyers with relative ease. Her recommendation whereas coping with buyers, “Get funding from individuals who you suppose will allow you to with sure sorts of recommendation that’s good for the enterprise. If that doesn’t work, hunt down financing from funding establishments.”

Manufacturers can both wait to discover a hole out there or carve their very own area of interest, like YogaBar. When YogaBar was met with the assertion ‘Well being doesn’t promote’, the meals trade in India didn’t have any well being class, however the founders didn’t lay their ardour to relaxation due to that. They took the problem head on and adjusted the narrative to ‘You wager well being can promote’, which ultimately made all of the distinction.

Whether or not you might be carving a brand new area of interest or constructing a brand new product in an current one, beginning your individual enterprise isn’t any small feat. So, ensure you leverage know-how to its fullest when it comes to instruments and platforms. A dependable and scalable web site is a key element for each enterprise these days. So, make sure you associate with a platform that may allow you to at each stage of progress, identical to Yogabars did.

With Shopify, the net ecommerce expertise stays seamless proper from the primary sale. You can begin with our fundamental plan to start promoting, and our platform can go on to accommodate your online business wants even once you develop right into a multi-million greenback enterprise.

Shopify spared YogaBar the difficulty of migrating platforms as they grew. Plus with us, they know they’ve a dependable platform associate who has their again and is rooting for his or her success!

Try our vary of plans for extra info or begin your 14 day free trial with us to get began together with your entrepreneurial journey.

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