In Startup50 2017: In its short journey since inception in 2016, branding has played a vital role in positioning Popicorn (from Timla Foods). As the name suggests, Popicorn is a ready-to-eat, 100% natural, GMO free, whole grain popcorn that contains no preservatives, trans fat or artificial colours. The company made it to the winners’ list on its revenue growth and simplicity of its marketing.
Founders: Prashanth Gowriraju, Arun Sahlam, N.V. Prasad and Naveen Alzapur
Popped in India: Snacking has always been favoured amongst Indians and Popicorn (Timla Foods) is a brand that brings popcorn to India with a few flavourful twists. Established in early 2016, the company specialises in producing small, fresh batches of popcorn that are flavoured by hand and not by machines. What’s more, the ready-to-eat popcorn is 100% natural, GMO free, whole grain popcorn that contains no preservatives, transfat or artificial colours. Currently, the company produces six flavours including piri piri masala, crispy caramel, tomato chilli and creamy cheese and by January 2018, it plans on introducing four more.
Targeted marketing works: Given the constraints of being a startup in the FMCG space, Popicorn opted to go the below-the-line route and this paid off. The company conducted sampling activities at retail distribution outlets and schools to ensure that its captive audience had immediate brand recall when they approached the snack isle. For its marketing campaign, Popicorn spent nearly 10 per cent of its top line.
Eye on growth: At present, Popicorn is sold at 20,000 retail outlets pan India and by March of next year, it hopes to be in the top 50 cities across the country. The company’s monthly sales growth rate is up nearly 20 per cent and it aims to record annual revenue of Rs. 17 crore for the current fiscal.
In December 2016, Popicorn received an undisclosed sum of investment from Mumbai-based early stage investor, Kae Capital. These funds were utilised towards capital requirements and expanding distribution of the product line. Currently, the company houses a production facility spanning nearly 25,000 sq. ft. in Hyderabad and the founders are confident that by March 2018, the product volumes will ensure 100 per cent utilisation of this facility.
100% natural popcorn brand that is made fresh in India and seasoned by hand, currently sells six flavours in its product range
Popicorn is sold at 20,000 retail outlets pan India and by March 2018, hopes to be in the top 50 cities
conducted sampling activities at retail distribution outlets and schools to ensure that its captive audience had immediate brand recall
Aims to record annual revenue of Rs. 17 crore for the current fiscal