Can WellBe Foods Challenge Big FMCG Players With Its Clean-Label Promise?

After spending years in the US, Gaurav Manchanda saw how ultra-processed foods — sugary cereals, snacks with artificial additives, and preservative-laden ready-to-eat meals — had become the norm. 

When he returned to India, he noticed that the same trend had engulfed the nation too. Supermarket shelves were filled with products packed with refined flour, palm oil, and synthetic preservatives, while genuinely clean, nutritious alternatives were hard to find. 

Even products marketed as “healthy” contained hidden additives, making it difficult for consumers to make informed choices. Manchanda saw a clear market opportunity at a time when Indian consumers were becoming more health-conscious. The next step was to pave the way for food options that were clean and savoury, leading to the inception of WellBe Foods. 

However, the biggest challenge was to create everyday food free from harmful ingredients without compromising on taste. 

After months of research, Manchanda launched WellBe Foods, part of the Nimida Group in 2020. It offers a range of snacks, bars, breakfast options, and kitchen staples like atta, rice, pulses, cold-pressed oils, and ghee, all free from harmful chemicals and additives.

WellBe’s Platter Of Clean Snacks 

According to the founder, what sets the brand apart is its transparent approach. WellBe offers everyday essentials and snacks that are genuinely clean and free from artificial additives, preservatives, and refined oils. 

The D2C startup also ensures that every product meets strict quality standards without compromising on taste. From cold-pressed oils and ghee to snacks and breakfast options, everything is crafted with carefully sourced, all-natural ingredients, the founder claims. 

Despite facing numerous challenges such as educating consumers about clean eating, balancing affordability with quality, and innovating to create snacks free from common additives like maida and palm oil, WellBe Foods has been able to remain committed to its promise of offering foods that are free from refined oils, palm oil, synthetic preservatives, artificial colours, flavours, sweeteners, and other additives.

WellBe’s Clean Growth Story

Wellbe’s revenue grew by 133% from INR 3 Cr in the financial year 2022-23 (FY23) to INR 7 Cr in FY24. In addition, the brand has expanded its product portfolio with the launch of four new items — Onion Kodbale, Peri Peri Chakli, Khara Ompudi, and Butter Murukku, offering more clean and tasty snacking options. 

The brand has also revamped its packaging to better reflect its thesis. It has also strengthened its retail presence and expanded in key markets like Hyderabad and Chennai. 

Going forward, the D2C startup is looking to enhance its quick commerce footprint. With over 20 Lakh+ products sold, the Bengaluru-based startup is targeting INR 10 Cr in FY25 revenues. Going forward, WellBe Foods is focussed on expanding its product portfolio and deepening its market presence. The D2C brand plans to launch 40 new snacks by next year. 

[Authored By Pooja Yadav]