Transforming FMCG: How Salloni Ghodawat Leads GCL’s Mission for Health, Nutrition, and Sustainability

In this insightful interview with StartupTalky, Salloni Ghodawat, Director of Ghodawat Consumer Ltd. (GCL), discusses the company’s mission to enhance lives through affordable, high-quality essentials while promoting consumer health and nutrition. Ghodawat shares GCL’s commitment to food safety, advanced manufacturing practices, and innovative product lines like the "To Be Honest" range of nutritious, vegan-friendly snacks. She also touches on GCL’s business model, growth strategies, and dedication to sustainability, while addressing key trends and challenges in the fast-evolving FMCG and nutrition industries.

StartupTalky: Can you briefly describe Ghodawat Consumer Ltd’s mission and its focus on nutrition?

Ms. Ghodawat: GCL’s mission is to enhance lives globally through continuous innovation, expanding product lines, and ensuring that consumers worldwide have access to daily essential, high-quality products at reasonable prices. We ensure our food staples are accessible and meet the highest quality standards, promoting consumer health and well-being. GCL prioritizes staples like rice, wheat, pulses, and flour, which are essential for daily nutrition in rural areas, to provide safe, nutrient-rich foods for overall health.

The quality and safety of non-branded staples can leave much to be desired. These kinds of foods may not undergo necessary tests aimed at ensuring their safety hence exposing consumers to various health problems including digestive complications, and lack of nutrients among others. There are reports about pesticide residues existing in such raw materials sometimes due to chemicals being used in farms as herbicides or insecticides, etcetera.

We are proud of our consistent commitment to maintaining the most rigorous hygienic requirements for our products. Our products undergo stringent quality control measures in state-of-the-art laboratories, where they are tested for purity, nutritional content, and safety. We adhere strictly to government-mandated quality compliances, ensuring that every product meets or exceeds the established standards for food safety and nutrition. By focusing on quality and safety, GCL not only enhances the lives of consumers but also contributes to the overall improvement of public health, particularly in rural areas where the availability of safe and nutritious food is paramount.

StartupTalky: How does GCL ensure its products meet nutritional standards while keeping them affordable?

Ms. Ghodawat: Our dedication to providing nutritious products at reasonable rates starts with sourcing the best quality raw materials. We pick the best rice, wheat atta, and edible oil that fulfill strict quality standards. The careful choice of these is the initial step towards making sure that all our products are not only good for health but also affordable to buy.

Such raw materials are processed in our modern facilities where advanced technologies play vital roles in maintaining intrinsic properties as well as nutritional values. To minimize contact with people to prevent contamination and ensure uniform product quality, these plants have been built with the need for minimum human interference. Automation ensures precise, high-standard processing while upholding strict hygiene and safety measures.

The To Be Honest (TBH) product line is a great representation of our commitment to quality. The TBH snacks are made of real fruits and veggies, which are not only gluten-free but also vegan-friendly. The TBH range is processed using cutting-edge techniques that preserve the nutritional content of the raw materials while enhancing flavor and texture. We ensure that every bite gives maximum health benefits by using gentle processing methods that avoid excessive heat or chemicals, thereby retaining the essential nutrients that make our products
both nutritious and delicious.

Thus, starting from scratching the whole notion of quality together with also being efficient at processing has always made it easier for us to provide people with what they need without compromising on prices. This also goes down well with our general idea i.e., we want everyone, every day to be able to eat healthy food.

StartupTalky: What is the process behind developing new products like the ‘To Be Honest’ range?

Ms. Ghodawat: These days, people are increasingly becoming health conscious of what they consume, and what benefits they avail. They have understood the importance of making mindful choices that cater to their nutritional needs, and at the same time, their lifestyle and well-being goals, and there is a growing preference for products that offer a balance of health and taste, leading many consumers to seek out options that support their overall well-being without compromising on flavor or quality.

Recognizing this shift, we embarked on the journey to develop our ‘To Be Honest’ range - a product line crafted to meet the needs of today's discerning consumers who prioritize health without compromising on taste and quality.

The development process begins with understanding consumer trends and preferences. We noticed that when given a choice, a significant number of consumers expressed a strong interest in shifting towards healthier alternatives. Our goal was to offer products that cater to this demand, providing options that are both nutritious and delicious. The ‘To Be Honest’ range is a testament to our dedication to innovation and our commitment to meeting the evolving needs of both our rural and urban consumers.

StartupTalky: What strategies does GCL use to identify and develop new product categories?

Ms. Ghodawat: To identify new product segments, GCL leverages insights into emerging trends, such as the growing consumer shift toward healthier choices. As health and wellness become top priorities for consumers, we closely monitor market trends that indicate a growing demand for products that support a healthier lifestyle. This awareness informs our research and development (R&D) efforts, allowing us to innovate and create products that align with these preferences.

Our R&D team is dedicated to exploring new ingredients, formulations, and processes that meet the evolving needs of today’s health-conscious consumers. In addition to monitoring trends, GCL also focuses on identifying the specific product needs of different generations, each with its unique lifestyle demands. This proactive approach is key to our ongoing innovation and our ability to deliver products that resonate with a broad and diverse customer base.

StartupTalky: What is GCL’s business model and how does it support your growth in the FMCG sector?

Ms. Ghodawat: GCL has a strong and highly efficient distribution framework where channel partners help products reach consumers directly. We have formed a wide and strong network across different markets through 3,000+ channel partners for key product lines including oil, atta, and rice, making it possible to effectively address consumer demands and boost growth for the FMCG industry. It is through these interdependent relationships that GCL fulfills this aspect of its distribution strategy.

There are various engagement programs and schemes that GCL has developed specifically for channel partners to maintain such relationships and promote mutual development at the same time. These programs are seen by them as means of improving their businesses by providing them with necessary tools, resources as well as other options that would allow them to compete effectively in any market. While GCL continues to add more members to its distribution network, the company’s impact on the FMCG sector increases. Through this, we can penetrate new markets, reach more potential customers, and ensure the availability of products. GCL’s business model is centered around a strong and expanding network of channel partners and is instrumental in supporting the ongoing growth and success of the FMCG sector.

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StartupTalky: How does GCL utilize technology in its manufacturing processes to enhance product quality?

Ms. Ghodawat: At GCL, we ensure the highest quality products possible through advanced manufacturing and technology. Every stage of production is guaranteed to be executed with accuracy, consistency, and excellence due to our sophisticated manufacturing processes. Central to our approach is our state-of-the-art R&D lab, where we continually innovate and refine our products. The lab is equipped with cutting-edge technology that allows us to conduct in-depth research, test new formulations, and develop advanced manufacturing techniques.

The implementation of AI-based programs throughout almost all stages of the manufacturing process enables us to monitor and control various aspects of production. The use of AI also allows us to quickly identify and address any potential issues, minimizing waste and ensuring that only the best products reach our consumers. Also, GCL conducts various audits through authorized third-party organizations. These audits provide an extra layer of assurance, verifying that our manufacturing processes adhere to the strictest standards of quality, safety, and hygiene.

StartupTalky: What are some key nutrition trends currently impacting the FMCG industry in India?

Ms. Ghodawat: India's FMCG business is witnessing tremendous disruption as consumers become more health-conscious and seek products that align with their nutritional goals. There are several key trends responsible for this, some of which are:

• Convenience: One of the most prominent trends is the growing demand for convenient yet healthy food options. Nutritious ready-to-eat meals, snacks, and drinks have hit the market aimed at balance of convenience and health. They have been made with essential nutrients retained for busy individuals not to compromise nutrition by being so absorbed in their daily activities.
• Transparency: The current consumers value what they eat more than ever before and expect brands to be honest regarding their products’ contents. Consumer preference has shifted towards products with clearly labeled components thus avoiding artificial additives completely. Such a shift indicates an extensive movement towards clean labels where truthfulness together with simplicity weigh more than anything else; hence consumers get a clear understanding of what they are consuming.
• Foods with Added Benefits: Consumers are increasingly shifting their attention towards more nutritious foods with health benefits. There is high demand for products that contain functional ingredients such as immunity boosters, additional vitamins and minerals, or other components that enhance health. A kind of pervasive trend is borne out of consumer awareness that emphasizes holistic individual wellness; they want foods that not only assuage hunger but also help them stay healthy in the long run.

These changes in the nutritional patterns are altering India’s FMCG landscape compelling brands to innovate and adjust to the new tastes and preferences in the market. As consumers continue to prioritize health and wellness, the demand for convenient, transparent, and functionally enhanced food products is likely to grow.

StartupTalky: What is GCL’s strategy for staying ahead in the competitive nutrition market?

Ms. Ghodawat: GCL's approach to remaining ahead in the competitive nutrition market is based on ongoing product innovation and sophisticated marketing. The distinctive products, such as Coolberg and the 'To Be Honest' range, demonstrate this approach. Coolberg distinguishes out as a refreshing, non-alcoholic beverage, whereas 'To Be Honest' offers healthy, ready-to-eat snacks that cater to the growing need for nutritious convenience.

We continue to establish ourselves by promoting both brands through diverse channels that would connect us with as many consumers as possible. These products’ originality and high quality make us different from the competition. This approach enhances our competitiveness
and conforms to changing consumer needs.

StartupTalky: How have specific initiatives helped GCL build and maintain customer trust and market presence?

Ms. Ghodawat: We have successfully created and sustained customer loyalty and presence in markets through various targeted activities. An example of one such initiative is our ‘Barso ka bharosa, ab nai pehchaan ke sath’ campaign. This campaign reinforced our long-standing commitment to quality while introducing a fresh, modern identity. The campaign featured Raveena Tandon, a prominent actress known for her strong public presence, and it effectively communicated the brand’s dedication to quality while projecting a modern image with a multi-channel approach that included TV commercials, digital ads, and social media.

We frequently participate in industry events, which allows us to stay updated with market trends and engage directly with our target market. These events provide enormous possibilities for networking, receiving feedback, and illustrating our ideas, all of which help to establish our industry reputation. At the heart of our strategy is an uncompromising commitment to provide consistently high-quality products. We ensure that every product achieves the highest levels of perfection by adhering to strict quality control standards and investing in cutting-edge technology.

StartupTalky: How does GCL's sales strategy contribute to revenue growth and market expansion?

Ms. Ghodawat: The sales strategy, implemented through many significant initiatives, is critical to generating revenue growth and market expansion. The key pillar of our strategy is the deployment of comprehensive programs for our channel partners. We understand the significance of rewarding our sales personnel. We provide competitive rewards and prizes based on performance, which not only stimulates increased sales but also fosters a motivated and committed team. Training and skill development are also key components of
our sales strategy. We invest in continuing training programs to increase our sales team's skills and knowledge, ensuring they are well-equipped to meet market expectations.

StartupTalky: What advice do you have for entrepreneurs entering the food and beverage industry?

Ms. Ghodawat: Entering the food and beverage industry can be both exciting and challenging due to its vast and ever-evolving nature. First of all, be ready for tough rivalry. The industry is saturated with competing firms and thus developing a strong and distinct brand is necessary for differentiation. This identity needs to be maintained and improved to attract loyal customers. Continuous innovation is crucial, regularly update and improve your product offerings to keep up with changing consumer preferences and trends. Product safety, as well as adherence to quality, must be strictly enforced; thus this means one has to ensure good
management of their supply chain so as not to experience any challenges. Investing in effective packaging is also a crucial aspect as it not only helps to maintain product quality but also plays an important part in branding and attracting customers.

StartupTalky: How does GCL address challenges in meeting consumer expectations for healthier products?

Ms. Ghodawat: The problem of meeting consumer expectations for healthy products is addressed by retaining a core emphasis on staple items while expanding product offerings. A key solution to this is the introduction of innovative products like the ready-to-eat sprout offerings from our ‘To Be Honest’ range. These products meet the increased demand for convenient, nutritional solutions. By constantly evolving our products and introducing healthier options, GCL guarantees that we satisfy the different needs of consumers.

StartupTalky: How does GCL plan to contribute to better nutritional eating habits and sustainability in the future?

Ms. Ghodawat: Ghodawat Consumer Ltd. is recognized as a Global Sustainable Organization dedicated to enhancing nutrition and pushing for sustainability in the future. Our core Environmental Social Governance (ESG) goals require us to conduct our businesses ethically, transparently, and within the law while ensuring the best quality and safety standards for our products.

Our goal is to remain relevant to the new trends in nutrition and consumer preferences concerning health by constantly innovating our products. Some of these strategies include the reduction of unhealthy ingredients, the fortification of foods with required nutrients, as well as clear labeling schemes that help consumers make informed
decisions.

GCL provides its employees with a seamless and uniform infrastructure meant for their wellness. To support this, there is a three meals canteen where healthy meals are provided to promote good nutrition among employees during their working hours.

Our ambition is to lead the market in the clean technology sector through increased renewable energy share, responsible water management practices, and sound waste management practices. In our efforts to create a circular economy, GCL utilized 3,389.7MT (48%) of rice husk as boiler feed in the year 2022-23, and we achieved 100% bagasse usage for our co-generation plant and its boiler feedstock.

Also, GCL disposed of plastic waste totaling 912MT comprising HDPE, PET, PP, LDPE, and MLP during the same period. With such endeavors, we have reduced landfill burdens by up to 453489 cubic feet, avoided air pollution amounting to 3,402590 kilograms, conserved 247064433 liters or so of water, and 6765438Kwh energy units too.

Notably, any single-time consumption of plastic is not used in our company. By continually advancing our ESG initiatives, GCL is committed to contributing to a more sustainable and healthier future. By advancing our ESG initiatives, GCL is not only committed to sustainability but also to creating a healthier future for our consumers, employees, and society as a whole.

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