Viraj Bahl: The Sauce King of India’s FMCG Sector and New Shark Tank India Judge

If you have ever had a burger at KFC or pizza at Domino's, then you have savored the tasty sauces that Veeba has created. But how many of us know about this Indie brand? Well, Veeba is the brainchild of Viraj Bahl, an innovative young entrepreneur with a passion for food. Viraj was born into a long line of entrepreneurs. He wanted to prove to his father that he could be more than just his son.

Viraj had a lifelong passion for working in the food industry. Viraj began with his father's business, Fun Foods. However, he had to prove to his father that he was worthy of the role. After several trials and tribulations, Viraj was finally allowed to join the family business, but a few years later, the brand was sold entirely.

After this, Viraj decided to start on his own, and that gave birth to Veeba. From a failed restaurant business to building an INR 1,000 crore brand and becoming a new panelist on Shark Tank India, discover the remarkable journey of Viraj Bahl, a visionary entrepreneur whose passion for food turned into a national success. With much hard work, along with a few roadblocks, today Veeba stands as one of the largest homegrown sauce and condiments brands in India.

In this article, explore more about Viraj Bahl's education, career, and the secrets behind his success.

Viraj Bahl - Biography

Viraj Bahl - Early Life and Education
Viraj Bahl - Family
Viraj Bahl - Career
Viraj Bahl - Shark Tank India
Viraj Bahl - Awards and Recognition
Viraj Bahl - Interesting Facts

Viraj Bahl - Early Life and Education

Viraj Bahl started his journey in the food industry in 2002 but his interest peaked before when he would visit his father’s factory and the Fun Foods stall at Aahar Delhi. Slowly his passion for business grew and he informed his father about his desire to join the food industry. His father, Rajiv Bahl, insisted that he needed to prove himself to his family. Viraj decided to pursue food technology but sadly did not have the marks for it.

After completing his Board exams, he came across an ad for a marine engineering course. Viraj studied hard, cleared the entrance exam, and was among 46 students to be selected. He completed the 3.5-year course in Industrial Marine Engineering from Singapore Polytechnic and secured a high-paying job, which finally convinced his father about his dedication.

Viraj Bahl - Family

Viraj Bahl was born in 1980 and comes from a family of entrepreneurs. Born to parents Rajiv Bahl and Vibha Bahl, the founders of Fun Foods, one of the popular brands of food products in India.

Currently, Viraj is married to Ridhima Bahl and they have two sons - Rajvir and Ranvir. The family prefers to keep their personal life private and away from the media. Despite having a very busy schedule, Viraj understands how important both work and family life is, and he always makes time for his family.

Viraj Bahl - Career

In 2002, Viraj joined his father’s food processing business, Fun Foods. Under his father’s leadership, the brand grew rapidly, and Viraj had quite a significant role in shaping the brand into what it is today. But, despite Viraj’s passion and attachment to Fun Foods, in 2008 the company was sold to Germany’s Dr. Oetkar for INR 110 crore. This decision left Viraj in a lurch as he still had to figure out what he wanted to do next. This moment proved pivotal in Viraj’s entrepreneurial journey.

Restaurant Dreams

In 2009, Viraj jumped into the restaurant business and invested in a path that would help him regain his footing and help him continue working with food. However, this venture did not turn out to be as successful as he planned. By 2013, his restaurant was grappling with losses and he faced a difficult issue - keep the restaurant open or close it?

The Birth of the Brand, Veeba

Facing mounting losses, Viraj made the decision and sold off his family home for a sum of INR 50 Lakhs. This bold and heartwrenching choice was not just a financial transaction for him, but a symbolic moment where he traded his security for that of his dream. With the money, Viraj joined the food processing industry and in 2013 founded Food Services in Neemrana, Rajasthan. He named it Veeba after his mother. His experience in Fun Foods laid the foundation for his new venture. But his struggles were far from over.

Veeba’s early days remained highly uncertain. Viraj focused more on B2B sales by supplying sauces and condiments to fast food chains. The initial six months were difficult with less demand and no financial support. But, just when everything seemed lost, he gained an investment from Deepak Shahdadpuri, of DSG Consumer Partners.

Slowly, Veeba started gaining popularity, and major fast food giants like KFC and Domino’s placed orders from them. What started as a simple B2B venture, soon blossomed into one of India’s leading retail sauces and condiments brands. 

Viraj’s persistence paid off and by 2023, Veeba became one of the largest homegrown sauce brands in India with a revenue growth of INR 1,000 crore in the fiscal year 2023-24 (FY24). Starting with only a few fast-food chains, Veeba now operates in over 700 cities, with more than 1.5 lakh retail points and a portfolio of more than 80 products across 14 categories.

Veeba’s revenue is mostly retail, with 92% of income being generated from this sector. The company has expanded its range to more than sauces and condiments to suit the evolving tastes of Indian consumers. Viraj’s vision does not stop at only the domestic market - Veeba now has a presence in Singapore, Australia, China, and even the USA.

Viraj Bahl is currently the Founder and Managing Director of Veeba.

Viraj Bahl - Shark Tank India

Shark Tank India is all set to return with the 4th season in January 2025. Viraj Bahl will join the show as a panelist as he leads one of the fast-growing FMCG brands in India, and it would be interesting to see his business acumen and skill on the show.

As a part of Shark Tank India, Viraj will be mentoring the next generation of entrepreneurs and encouraging more young people to take the big step in their entrepreneurial journey. As a panel member, it would really bring out his passion to motivate and support the next generation of business leaders.

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Viraj Bahl - Awards and Recognition

• Entrepreneur of the Year 2020 - Economic Times Awards for Innovation and Excellence in Indian Food Industry.
• Top 50 Most Admired Entrepreneurs in India, 2018 Business Today for visionary leadership in building Veeba Foods.
• Best Food Processing Brand, 2019 - Veeba, the Indian Food Forum has given an award that recognizes its high-quality and innovative offerings.
• Sustainable Business Excellence 2021 Winner from FSSAI for Veeba's commitment towards sustainability and healthy food production practices.
• Fastest-Growing FMCG Brand, 2022 - Economic Times Edge Awarded to Veeba for fast growth and impact in the FMCG sector.

Viraj Bahl - Interesting Facts

• Launched in 2013, Veeba is one of the leading companies in the Indian food condiment and dressing market.
• Viraj Bahl introduced Veeba products with reduced fat, sugar, and preservatives to cater to the growing demand for healthier food.
• Viraj comes from a family involved in the food ingredients business, which shaped his entrepreneurial vision.
• Viraj adapted international flavors and trends to Indian consumer preferences, making Veeba the leader in the category.
• Viraj believes in listening to customer feedback to consistently improve product offerings.
• Viraj led Veeba to create a wide array of over 50 condiments, sauces, and dressings to suit diverse taste profiles.

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FAQs

Who is Viraj Bahl?

Viraj Bahl is the Founder and Managing Director of Veeba, one of the leading condiments and sauce companies in India.

What is Viraj Bahl's education?

Viraj Bahl studied Industrial Marine Engineering at Singapore Polytechnic.

Is Viraj Bahl joining Shark Tank India?

Viraj Bahl is all set to join the panel of judges for Shark Tank India Season 4, scheduled to premiere in January 2025.