If you like to add ketchup to all of your snacks, you have most likely come across this brand that supplies pouches of dips to several fast-food outlets in India. Veeba has grown to be one of the famous brands in India that sell several dips, ranging from the classic mayonnaise to pasta and pizza sauce.

When talking about mayonnaise, another famous brand that may come to mind is Dr. Oetker’s FunFoods. What’s interesting is that both these brands trace their history to the same family.

In 2013 Viraj Bahl found Veeba while he was undergoing acute financial pressure. Although that was the beginning of his success story, Bahl had his fair share of struggles.

Viraj began his professional journey in 2002 by joining his family's food processing business. His family was the original owner of FunFoods, which they later sold to Dr. Oetker. After six successful years, he and his father, Rajiv Bahl, sold FunFoods to the German brand in 2008 for a reported sum of ₹110 crore.

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After the sale, in 2009, Viraj decided to take a bold leap into the restaurant business, driven by a passion for the food industry and a desire to diversify his entrepreneurial ventures. However, his new venture didn't unfold as planned.

Despite his best efforts, the restaurant struggled to attract customers, and by 2013, the business was grappling with persistently low foot traffic. This decline in customer numbers put considerable financial pressure on Viraj, forcing him to reevaluate his approach and explore new solutions to overcome the challenges he faced.

That’s when he took a bold and risky decision to sell his house in order to fund a fresh venture in the food processing industry. He then took his first step towards veer by setting up operations out of a small facility in Neemrana, a town located in Rajasthan. This marked the start of his journey to re-establish himself in the industry, armed with valuable lessons learned from his previous experiences and a renewed sense of determination.

The brand initially only focused on business-to-business (B2B) sales. Although the first few months saw minimal demand, it eventually picked pace as the company attracted large orders from top fast food chains. At present, B2B sales reportedly account for 8% of Veeba's revenue, with an impressive client base of firms like including Domino’s, Burger King, Pizza Hut and KFC.

Veeba now offers over 300 stock keeping units (SKUs) and has built an extensive distribution network that spans more than 700 cities across India. The company has also expanded into international markets, including Australia, Singapore, China, and the US.

In an industry flooded with numerous options, Veeba has managed to carve out its own niche, a feat made possible by Bahl’s willingness to face risks.

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