Since its inception in 2003, Ghodawat Consumer Limited (GCL) has grown into a formidable force in the consumer goods industry. Its diverse portfolio includes brands like Star, which offers a range of products that cater to everyday consumer needs. TBH (Better for You snacking) and Coolberg (India’s leading non-alcoholic beer brand) are the other two brands in the market under GCL.
Under the leadership of Salloni Ghodawat, CEO, GCL has rapidly grown to achieve a revenue of Rs1,300 crore and its ambition is to reach Rs5,000 crore in revenue by 2030. GCL has successfully expanded its reach across 250,000+ retail outlets in 120 cities, in addition to maintaining a strong presence on e-commerce and quick commerce platforms. The digital transformation has helped position GCL as a technology leader in the rapidly evolving FMCG sector.
The company also exports its products to over 25 countries, including Singapore, Maldives, Australia, Nepal, Kenya, the UAE, Guyana, Oman, and Kuwait, to name a few, ensuring a global footprint. It is also looking to enter new markets, offering its healthy products to further strengthen its market share.
The venture began with edible oil in 2003, followed by the launch of salt and rice in 2013. The company’s beverage division surged in 2020 with the addition of Coolberg to its product range. In 2023, GCL acquired TBH (To Be Honest) products, highlighting its enduring commitment to product innovation. Raveena Tandon, Bollywood actress, joined the board as the Brand Ambassador to promote its ‘Star Brand’ refined oil. Currently, the company’s products have a strong foothold in Maharashtra and North Karnataka, with plans to expand into other parts of the country in a phased manner. The company also enjoys strong brand presence with its products available across multi-channel distribution platforms such as Amazon, Flipkart, JioMart, Zepto, and Swiggy, along with 24Seven, Reliance Smart, and Booker.
Talking about the company’s journey, Salloni Ghodawat says: “We started with edible oil in 2003. We then diversified into snacks and beverages. GCL branding should have trust, the customer should automatically believe and feel that this is a good quality product. To widen our target audience, we decided to acquire Coolberg and TBH. Both are unique products. We are not going to be doing too much processed food or junk food. We are confident that Coolberg will be the first in the premium impulse space to reach the 100-crore benchmark for us in the next 2 years.”
“We took Coolberg because it has a national distribution. And then with this distribution channel, we can keep putting products like TBH. Our focus is to build our brands. Maharashtra and Karnataka are two of the wealthiest states. In terms of spending power, these are the best states to be in. So, we believe there is enough opportunity here for us to stay in the market for the next 3 to 5 years,” adds Ms Ghodawat.
Snacks for kids
GCL is planning to launch Lunch Bites for kids. “We have a sub-category in TBH, and they are going to be launching a few cooked snacks for kids which are actually good for them. The kids like Lays, ketchup, and potato chips. Their parents are concerned about the kids’ health. But we are developing a product called Lunch Bites, which has a mix of different foods.”
With the establishment of brand visibility in Maharashtra and Karnataka, GCL is now setting its sights on neighbouring states like Andhra Pradesh, Telangana, Goa, and the remaining parts of Karnataka. “With the brands like To Be Honest (TBH) and its wide range of products, we can do anything – from chocolates to sauces. This is just the starting point. Once we establish these products, it won’t just be limited to fruit and vegetable chips, but it will serve as an umbrella brand that will expand across products and categories,” explains a confident Ms Ghodawat on the potential future product range for GCL.
According to the Research and Markets report, the Indian snacks market is a significant and growing segment of the overall Indian food industry.
With its innovative and healthy range of products, GCL is well placed to further increase its market share.