Goodness! served in a bottle

Startup Showcase

Goodness! served in a bottle

Although innovative fitness regimes and diet charts are trending extensively, and fitness consciousness has become the new normal, urban India is still grappling with the evil that is skipping breakfast.

Paucity of time and lack of functional meals for people on the go, have created a market for high-energy food in convenient packs.

Goodness!, a two-year old beverage company, has created a niche for itself with its range of ready-to-drink dairy-based drinks. “Goodness! aims to make snacking a drinkable option and not restrain it to being only an eatable option,” says Lakshmi Dasaka, founder of the brand.

Talking about the evolution of the product line-up, Lakshmi says, “Our initial business model was to deliver hot coffee at desks in offices, which helped us realise that there is a diverse market for beverages. But, soon we realised that we don’t want to deal with temperature. So as early as 2016, we launched our first cold coffee. In fact, we introduced the cold-brewing technique with our cold coffee range.”

This was soon followed by the yogurt smoothies range, which marked the foray of the brand in its current avatar. The brand currently markets three lines of products, including cold coffees, yogurt smoothies and oats smoothies, each offering up to three variants.

“Our products are meant for those, who have a time-impoverished lifestyle. We want to be able to offer nourishing snacking options that come in convenient packages so that people can consume them hassle-free,” she says.

One of the main criteria for innovation at Goodness! is dairy. For the forseeable future, the company plans to launch only dairy-based drinks. On new recipes and innovation, Lakshmi says, “We have conceptualised two new lines for launch in the next few months. While one is a line of protein smoothies, the second one is what we are excited about. Named super shakes, this line will revive forgotten, Ayurveda-based recipes. Many people may be familiar with these traditional recipes, but they have become inaccessible, and we want to give a new spin.”

Goodness! is currently available at about 500 points-of-sale in the offline market in Bengaluru and 120 points-of-sale in Hyderabad, apart from leading grocery portals online. Online sales contribute to as much as 15-20% of the company’s business. The company plans to expand its footprint to Chennai and Delhi this month, which will be followed by Mumbai and Pune, which are schedule to happen by the end of this year.

The company also plans to launch 300 ml packages of its drinks at select outlets, as it currently markets only 190 ml packages at an average price of Rs 49. “We are well on track to record sales of one lakh units per month by the year-end. As of now, we are clocking a third of that,” she says.

Having raised up to Rs 4 crore till date, the company plans to raise its next round of funding soon. “We have set ourselves sales targets of one lakh units per month. Once we touch this milestone, we will be Series A ready,” says Lakshmi.

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