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TagZ brand gears up to build strong direct to consumer presence
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Saturday, 05 February, 2022, 08 : 00 AM [IST]
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Nandita Vijay, Bengaluru
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TagZ, which has now positioned itself as an urban GenZ snack brand, is working to strengthen its direct to consumer(D2C) presence in the market.
The company has already sold nearly 50 lakh units to consumers across the country and helped them eat healthy and lead a more active, fit lifestyle. It is present in over 30+ online platforms, 3,000+ retail stores and more than 12 cities through 70 distributors. TagZ was recently featured and invested on Shark Tank India to win multiple awards.
"We have 2 ranges of Popped Potato Chips with 50% less fat. One range has classic Indian flavours such as Masala, Cream Onion and Salt and a range of premium Bar Snacks such as Beer n Barbeque, Italian Wine n Cheese and Thai Vodka Tom Yum. In addition, we have 6 International Gourmet Dips and a premium Handcrafted Dark Chocolate CigarZ," said Anish Basu Roy, co-founder, TagZ.
"Our newly launched range of premium fit bar snacks is the fastest growing category. Consumers preference is high for our Beer n Barbecue and Thai Vodka Tom Yum flavours. They have no artificial colours, preservatives or palm oil or cholesterol," he added.
At the Shark Tank, which is a business reality television series featuring panel of potential investors, where Ashneer Grover got the deal and invested on the show itself. However, Namita Thapar invested immediately after. "We are looking forward to working with both of them in building this truly international snack brand," stated Basu while speaking to FnBNews.
The company has already raised US$1 million before Shark Tank itself. Funds such as 9 Unicorns, Venture Catalysts, Agility Ventures and Dexter Angels had invested in earlier rounds.
Currently the products are manufactured at third party units. “Having multiple manufacturing units, one in the west and one in the south significantly reduces our time-to-market and the transportation costs as well. In the future we intend to have at least 4 manufacturing units in 4 regions to optimise our manufacturing process and ensure efficient transportation,” he said.
The products are available on various online channels including its own website besides, Amazon, BigBasket, Swiggy Instamart apart from 3,000 premium retail outlets across India.
Plans are to grow the business as the TagZ is focussed on categories such as chips, dips, chocolates and cookies which are the largest indulgent snacking categories.
Immediate plans are to launch an affordable range of popped potato chips with 50% less fat, build the range of chocolates and cookies. Being a plastic- neutral brand, efforts are on to improve the packaging.
For nearly two decades, people are keen on consumption of healthy snacking and it is also the next big thing in the Indian packaged snacks industry. Quoting the recent survey by Ipsos India, Basu said overall, the survey results showcase how increasingly consumers in India are changing their snacking habits. Historically, the Indian consumer strongly preferred taste-led snack categories like potato chips, extruded snacks, chocolates, and cookies. Hence, it only makes sense to give consumers healthier options in these categories rather than expect them to change their taste preferences to health bars and makhanas.
"The F&B sector is dominated by a few big players. We are not looking at competing with any of the large legacy brands in the mass categories. We are focussing on our niche of delivering premium snacking experiences to the top 30-40 million households in the country as of now," he said on a concluding note.
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