D2C snack brands like Go Desi, Beyond Snack, and Sweet Karam Koffee, among others, are making significant strides in international markets. Following in the footsteps of legacy giants like Haldiram, Bikanerwala, Balaji Wafers, Prataap Snacks, and Bikaji Foods, these startups are bringing authentic Indian flavours to a global audience.
“The search for authenticity is fuelling demand for Indian snacks overseas. Overseas desis have a deep desire to remain connected with India, and authentic food provides one such strong connection,” said Kannan Sitaram, partner at Fireside Ventures. The firm has invested $1.5 million in Sweet Karam Koffee, a Chennai-based startup offering filter coffee and a variety of South Indian sweets and snacks. Around 10% of the startup’s direct-to-consumer sales currently come from international markets.
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“It’s still very nascent for us as we haven’t fully accelerated that potential,” said Nalini Parthiban, co-founder of Sweet Karam Koffee. “By 2025, international markets will be a focus area,” he added. The brand ships to 32 countries, leveraging a large South Indian diaspora and the scarcity of authentic regional snacks abroad.
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The new-age D2C brands are differentiating themselves from legacy players by focusing on healthier alternatives, modern packaging, and strong branding. Sweet Karam Koffee, for instance, avoids palm oil, preservatives, and refined flour in its products, while VS Mani & Co, another D2C brand, uses rice bran oil for its chips and murukkus. This approach appeals to both the Indian diaspora and non-Indian consumers seeking diverse and healthier snack options.
“Legacy brands have focused primarily on the product. In contrast, new-age D2C brands place equal emphasis on both the product and building a meaningful connection with customers, resulting in a sense of relationship and loyalty,” said GD Prasad, founder and CEO of VS Mani & Co. “High-quality, better-for-you ingredients strengthen their value proposition, making it compelling and difficult to overlook,” he said.
Social media plays a vital role in this strategy,
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