A Risk That Tasted Right
In 2013, Viraj Bahl, a second-generation entrepreneur from Delhi, made a decision that shocked many: he and his wife sold their house to fund his new business idea — a condiment company with global standards but made in India.
This risky move laid the foundation for Veeba, a sauces and dips brand that has now become a staple in over 1.5 lakh retail stores across India. From supplying sauces to Domino’s and Burger King to sponsoring MasterChef India, Veeba has seasoned its way to becoming a ₹1,000+ crore FMCG success.
🗣️ “We sold our home because I believed Veeba could change how India sees sauces,” says Bahl.
The Startup Kitchen: Built on B2B
Veeba didn’t start by chasing mass retail. Instead, Bahl focused on the B2B food services segment, offering quality sauces to large food chains. The breakthrough came with a large order from Domino’s, which gave him the initial scale and credibility.
Early clients included KFC, Burger King, Starbucks, and Pizza Hut — all of whom needed consistent, clean-label condiments. Bahl’s earlier experience running the family business, Fun Foods (which he helped grow and sell to Dr. Oetker), helped him understand what top food chains needed.
Retail for the Masses: Going D2C
After mastering B2B, Veeba launched its retail line. It entered consumer kitchens with mayonnaise, pasta sauces, salad dressings, and more. The company now offers 85+ products in supermarkets, modern trade outlets, and e-commerce platforms.
By 2024, nearly 90% of its ₹1,000 crore revenue came from the retail business. This pivot from bulk supply to household brand showed Veeba’s ability to balance scale with consumer trust.
Clean Label Promise & Innovation
Veeba markets itself as a “clean label” brand. This means no artificial flavors, synthetic preservatives, or harmful additives—an important differentiator in India’s crowded processed food market.
Veeba also launched new brands under its umbrella:
- Earthmade Organix – premium organic dairy and snacks
- Bene Tibi – wellness food brand
- Tasty Pixel and WokTok – focused on modern Indian flavors
Each new brand expands Veeba’s footprint beyond just condiments, into lifestyle and health.
From MasterChef to Shark Tank India
In 2024, Veeba became a sponsor of MasterChef India, cementing its image as a kitchen-friendly brand. In 2025, Viraj Bahl joined Shark Tank India Season 4 as a judge — not just as an investor, but as an example of homegrown entrepreneurial grit.
His TV appearances have made him a familiar face to both startup aspirants and food lovers, further humanizing the Veeba story.
Work Culture: No Hustle Fetish
In a country obsessed with long work hours, Bahl’s policies stand out. Veeba enforces a strict 40-hour workweek — no late-night hustle culture, no “badge of burnout.”
🗣️ “The best work is done with a fresh mind, not with bloodshot eyes at midnight,” Bahl often says.
This emphasis on balance has made Veeba a case study in progressive work culture for Indian startups.
Key Milestones
| Year | Milestone |
|---|---|
| 2013 | Founded Veeba after selling personal home |
| 2014 | First big order from Domino’s |
| 2017 | Entered retail market with sauces and dressings |
| 2020 | Revenue crosses ₹500 crore |
| 2023 | Launch of Earthmade and Bene Tibi |
| 2024 | Sponsors MasterChef India |
| 2025 | Viraj Bahl joins Shark Tank India Season 4 |
| 2025 | Crosses ₹1,000 crore in revenue |
Final Word
Veeba’s journey is one of flavor, foresight, and fierce belief. While most startups raise millions before they launch, Viraj Bahl raised trust — from his wife, from Domino’s, and eventually, from Indian households.
In a saturated FMCG market, Veeba’s clean ingredients, thoughtful leadership, and agile brand building are a recipe that other Indian startups can learn from.
