{D2C 100} WickedGud: Eat Healthily
{D2C 100} WickedGud: Eat Healthily

WickedGud started its journey with pasta and instant noodles in 2021. It is India’s first pasta brand to have manufactured pasta with the following six ingredients - chickpea, red lentil, moong dal, brown rice, buckwheat, tapioca starch, flaxseed, and guar gum. The brand’s intent is to get across categories where indulgence and nourishment as a confluence was unthinkable and disrupt them with its offerings.

“When we launch a product category, we’re already working on the next one and probably experimenting on the next, next one too. So for now, we offer pasta and instant noodles, and we would be ready with our WickedGud range of hakka noodles, oats, sauces, malted beverages, and more in the next few months,” Bhuman Dani, Founder & CEO, WickedGud said.

The brand products are currently available on its own website in addition to Amazon India, BigBasket, Flipkart Grocery, Blinkit, CRED, and other marketplaces. WickedGudis also a part of Amazon’s Global Seller Program and is already selling on Amazon US. Additionally, WickedGud has also been inducted into the prestigious, invite-only Amazon Top Brands program for the UK and EU markets even before its launch in those markets. The brand shall also be launching in the UAE market by October 2022.

Having already launched into a cumulative category size of over Rs13,000 crore, the plan is to consolidate and dive deeper into the various consumer segments. “The aim is to become a Rs 1,000 crore ARR brand by 2027, and establish WickedGud as one of the most prolific, indigenously built Health food brands of India, serving locally as well as globally,” Dani added.

The brand’s target audience is millennial mothers, modern, progressive women within the age group of 32-42 years, and Generation Gen Z, 13-25 years digital savvy, pop-culture interested, and most importantly health-conscious consumers who are gradually waking up to the role food plays in their healthy lifestyle. 

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