Aiming to democratize dry fruit consumption across the nation and with a strategic focus on accessibility and innovation, Fitfire Consumer has achieved unprecedented success within its inaugural year. Now, poised for even greater feats, the company has sets its sights on crossing the coveted Rs. 100 crore milestone by 2024-25.
In the Fast Moving Consumer Goods (FMCG) and Packaged Foods sector of India, an enterprise determined to make a mark in the industry emerged in 2022. Fitfire Consumer Pvt. Ltd. stepped onto the stage with the express goal to redefine healthy snacking with their brand ‘Nutri Binge’. One year after the company came into existence, Nutri Binge hit the shelves with the aim to make dry fruits a staple in every household.
Anindya Sengupta
Founder & CEO, Fitfire Consumer
“We launched our healthy snacking brand Nutri Binge with a mission of democratizing dry fruit availability and consumption across the country through an omni-channel approach,” says Anindya Sengupta, Founder & CEO of Fitfire Consumer.
Fitfire Consumer didn’t just want to sell snacks; they wanted to change the way people snacked, making it healthier and more accessible. And oh, did they succeed! Within a mere year of launching, they have already sold over half a million units of their delicious dry fruits. Their growth has been unstoppable, with monthly revenues soaring to Rs. 2.5 crore.
But Fitfire Consumer isn’t stopping there. They want to reach even greater heights. Their ambitious plan? To cross the Rs. 100 crore mark in annual revenue by the FY 2024-25. If they succeed, they would become one of the fastest consumer startups ever to achieve such a milestone.
A Story of Flavor, Health, and Retail Success
There’s a treasure trove of nature’s goodness within Fitfire Consumer’s product portfolio – dry fruits such as almonds, cashews, pistachios, raisins, dates and walnuts. But the company is not content with just the basics. Wanting to add a dash of excitement to snack time, they have introduced flavors like Roasted and Salted, Masala, and Thai Chilli Cashews, along with the ever-popular Salted Almonds.
Who are they targeting with their healthy and delectable offerings? Well, it seems they have their sights set on quite a diverse crowd – the 18-45 age group. From college students craving a quick energy boost to health-conscious professionals juggling busy schedules and to modern, urban families looking for nutritious nibbles, Fitfire’s treats appeal to all major consumer cohorts.
And how are consumers responding? Within just a year, Fitfire has soared to the top of the charts on popular marketplaces like Amazon, Flipkart, and JioMart. They have claimed the throne as the reigning monarch of dry fruits on JioMart, while also becoming the second-best seller of pistachios on Amazon. Even on Flipkart, they have risen to the status of Platinum Seller within a mere six months, with multiple products ranking among the top 20 best sellers.
With their eyes set on expansion, Fitfire products currently adorn the shelves of 1,200 General Trade outlets across six states. The company is now on a mission mode to conquer even more territory. The goal is to reach 30,000 outlets by March 2025.
“We’re gradually entering the GT market and standalone supermarkets with our smaller-sized packs and flavored products, aiming to be active in Modern Trade from the next fiscal year. Our vision is to become a truly omnichannel brand, with half of our sales originating from GT and MT channels. While currently, online marketplaces dominate, we’re laying the groundwork to enhance our presence in the offline channel,” says Sengupta.
Retailing Formula
What’s Fitfire’s secret to retail success? Two simple yet powerful elements: Strategic Pricing and Sizing; and Attractive Packaging.
Fitfire understands that to win over consumers, they need to offer options that cater to every need and budget. So, they have crafted a range of products to suit all pockets – from convenient Rs. 20 and Rs. 50 sachets for those on the go, to premium 200 grams and 500 grams packs under their Nutri Binge brand. For the savvy shoppers who value both quality and economy, Fitfire has introduced the Nutri Binge Vitals brand extension, which offers economic variants in 500 grams and 1 kg pack sizes.
The company also recognizes that in today’s world, packaging is just as important as the product itself. So, they wrap their Nutri Binge packs in sleek, airtight ziplock pouches, starting from 200 grams onward. Not only does this keep the snacks fresh and delicious, but it also turns them into stylish companions for any occasion – be it the office, the gym, the commute, or simply snacking at home. And it isn’t just consumers who have fallen in love with the design. Distributors, retailers, and customers alike praise the vibrant colors and eye-catching design of Nutri Binge packs.
To further expand its consumer base and boost product visibility, Fitfire has a social media strategy, which is all about sparking lively conversations around food and nutrition. By sharing fun trivia, memes, contests, and reels, it is building a space and community that will foster community engagement and brand loyalty.
“When it comes to building our brand, we’re creating a persona centered around ‘Snacking for champions’. We’re teaming up with platforms like Ted Talks, college festivals, and sports events to get the word out and show everyone how Fitfire snacks promote healthy snacking,” shares Sengupta.
The Road Ahead
“In the next 2-3 years, our strategic goal is to establish a strong presence as a key player in the Dry Fruits and Healthy Snacking sector. This objective will be driven by our strong distribution network, focused brand development efforts, skilled management practices, and reinforced systems and processes,” says Sengupta.
The company also aims to establish itself as a truly omnichannel brand that will be present in the nearest retail store shelves, quick commerce platforms, and online marketplaces across tier 1 cities, with gradual expansion into tier 2 cities.
Fitfire is also in the process of introducing more exciting, new snacking options in the healthy snacking umbrella. Roasted Peanuts, flavoured makhanas, trail mixes, nutrition bars and protein bars are in the pipeline to be launched in the next 1 year.
With determination in their hearts and Nutri Binge in their hands, Fitfire Consumer is ready to take the snacking world by storm. And the journey has only just begun.
