From Zero Orders to a Saucy Empire: How Viraj Bahl Stirred Up the Indian Condiments Market

Welcome to Coffee with Raja, where we dive into inspiring stories of vision, persistence, and transformative business strategies. Today, I am happy to share the remarkable journey of Viraj Bahl, founder of Veeba, who turned a failed restaurant venture into a thriving, multi-crore sauce business. With unwavering resilience and an eye for market gaps, Bahl identified an unfulfilled demand in India’s condiments market and revolutionized it by bringing a variety of globally inspired sauces to the Indian table. His story offers valuable insights into spotting untapped opportunities and building a brand that resonates with both consumers and industry giants alike. Let’s dig into the recipe behind Veeba’s success and see what every entrepreneur can learn from Bahl’s strategic moves.

Imagine being 15 and knowing exactly what you want to do in life — join the family business! For young Viraj Bahl, it seemed like a no-brainer. His family ran Fun Foods, a brand most of us have seen in our kitchens. But his father had a condition: If you want in, prove you can earn enough to support a family. Not an easy feat for someone who wasn’t exactly a fan of books and classrooms. The teenage Viraj had a big decision to make, and that’s where things got interesting.

One day, an unusual ad caught his eye. AP Moller Maersk, the shipping giant, was offering a special program with Singapore Polytechnic. They’d select 46 lucky students, pay for their studies, and give them real-world experience on ships. This was no small thing — imagine navigating massive oceans, braving storms, and handling international cargo at such a young age! Viraj saw his ticket and jumped at the opportunity. Three years later, he was a senior manager earning ₹4 lakhs monthly, enough to finally meet his dad’s condition.

So, he returned to Fun Foods, ready to dive into the family business. But in 2006, his family sold Fun Foods to Dr. Oetker, a German brand. Viraj found himself flush with cash but, unfortunately, half of it disappeared into a restaurant that didn’t make it past the appetizer phase as Viraj Bahl’s restaurant in India, named Pocketful, was his first venture after leaving the family business Fun Foods. He launched it in 2009, hoping to create a successful brand in the restaurant industry. However, the business struggled to gain traction and ultimately closed down in 2013, leaving him facing significant financial challenges.

And then came the aha moment: India’s sauce aisle. Back then, we had ketchup and mayonnaise and not much else. Viraj realized that Indians craved variety. Why did we have to wait for someone coming from the U.S. or Canada to bring us a bottle of BBQ or Chipotle sauce? The demand was right here, and no one was tapping into it.

This sparked the birth of Veeba, a brand that would bring international flavors to Indian tables — without the junk. Viraj got to work with a simple mission: create sauces without preservatives but with all the flavor. He even reduced fat by 75% and sugar by 50%, and set up a manufacturing facility in Saket, Delhi. In 2012, Veeba was ready for the world!

But there was a catch. The giants of India’s sauce market — Kissan and Maggi — weren’t going anywhere. Viraj pitched his preservative-free sauces to every fast-food chain and restaurant he could think of, but no one seemed interested. For 1.5 long years, not a single order came through. Still, Viraj kept at it, pushing his product and his vision. Just when things seemed at their bleakest, a miracle happened.

In June 2014, Domino’s Pizza India placed a massive order — 70,000 tonnes of sauce every month. Yes, you read that right. From there, things took off. Next up was Yum Foods, with brands like KFC, Pizza Hut, and Taco Bell joining the Veeba family. By 2016, Veeba’s revenue hit ₹65 crores, and it attracted a ₹40 crore investment that valued the brand at ₹400 crores. The kid who once struggled to find his footing was now making serious waves in the food industry.

Viraj wasn’t about to slow down. His next target? The shelves in Indian kitchens. He launched Veeba’s retail division, bringing those exotic sauces to regular consumers across Tier 1 cities. The catch? Veeba’s products were a bit more premium, priced about 30% higher than the ketchup and mayo most households were used to. Viraj tackled this head-on with tasting sessions, letting people see (and taste) what set Veeba apart.

By 2019, Veeba’s revenue shot up to ₹290 crores, and they raised another ₹150 crores to fuel expansion. The company’s valuation hit a staggering ₹1,855 crores, and when the pandemic came, Viraj adapted swiftly, positioning Veeba as a go-to for health-conscious consumers. As people stayed in and cooked more, Veeba expanded to over 1.5 lakh shops in 700 towns.

Today, Veeba has over 80 products across 14 categories and is on track to hit ₹1,000 crores this year. Viraj’s sauces can be found at iconic chains like Burger King, Domino’s, and Nando’s, as well as in homes across the country.

What started as a last-ditch attempt with a small factory in Saket has become a 2,000-crore empire. Viraj Bahl’s story is one of grit, persistence, and a little bit of spice — the perfect recipe for success.