Veeba Foods
Veeba Foods is an Indian specialty condiment manufacturer producing 82+ sauces, mayonnaise, dressings, peanut butter, and noodles, selling to retail consumers through its D2C platform and to HoReCa customers via a dedicated B2B food service division across India.
- Company typePrivate
- Founded2013
- HeadquartersNew Delhi, India
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Veeba Foods does
Veeba Foods (legal entity: VRB Consumer Products Private Limited) is an Indian specialty food ingredients company founded in 2013 by Viraj Bahl, headquartered in Gurugram, Haryana, with manufacturing operations at the Kotputli (Rajasthan) facility. The company manufactures and distributes a portfolio of 82+ products spanning mayonnaise, tomato ketchup, salad dressings, hot sauces, Italian pasta sauces, dips, sandwich spreads, peanut butter, sweet toppings, and instant noodles, organized under its core Veeba brand plus the Wok Tok sub-brand (Asian-inspired noodles and stir-fry sauces) and the Korean Collection. Products are positioned around health-conscious attributes including zero trans fat, gluten-free, vegan, no artificial flavors/preservatives, and no onion/no garlic variants, and the company operates an in-house R&D center in Gurugram for continuous formulation work. FSSAI food safety and ISMS certifications are in place.
The business runs a dual-channel go-to-market. On the consumer side, Veeba sells directly through its Shopify-based D2C e-commerce platform veeba.in with pan-India delivery, promotional bundles (Buy 4 at ₹589, Buy 3 at ₹469), and free shipping above ₹499, supported by active social media presence and a celebrity partnership with Karan Aujla for the Zyro zero-calorie beverage launch. On the B2B side, a dedicated Veeba Food Service division supplies bulk sauces, dressings, gravies, bar syrups, frappe mixes, and custom formulations to QSR chains, cafes, cloud kitchens, hotels, and fine dining restaurants, with a dedicated contact-sales funnel for HoReCa and retail buyers.
Veeba has raised approximately $45.9M across multiple equity rounds between 2012 and 2019 from DSG Consumer Partners, Saama, Sixth Sense Ventures, and Verlinvest, and is planning an India IPO to raise up to $200M. There is no proprietary AI/ML or software platform disclosed; the technology stack is conventional food manufacturing plus a standard Shopify storefront. Operations remain India-only with no claimed global footprint, and the leadership team comprises founder/MD Viraj Bahl alongside CSO Bhaskar Basu, CISO Chetan Thakar, and CFO Rahul Chadha.
Veeba Foods firmographics
Firmographics- Name
- Veeba Foods
- Legal name
- VRB Consumer Products Private Limited
- Website
- https://veeba.in
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Veeba Foods is an Indian specialty condiment manufacturer producing 82+ sauces, mayonnaise, dressings, peanut butter, and noodles, selling to retail consumers through its D2C platform and to HoReCa customers via a dedicated B2B food service division across India.
- Ownership category
- akta.pro rank
Veeba Foods industry classification
Industry- Product category
- Condiments and sauces
- NAICS
- Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM)
- akta.pro secondary industry
- Foods for Special Dietary Needs Manufacturing (Gluten-Free, Allergen-Free, Low-FODMAP, Low-Sodium) (AFAKAJAD)
Keywords
Where Veeba Foods is headquartered
LocationHeadquarters
- HQ city
- New Delhi
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
Veeba Foods business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- D2C E-commerce: Direct-to-consumer sales through owned e-commerce website veeba.in, selling sauces, mayonnaise, spreads, dressings, peanut butter, and instant noodles directly to end consumers across India.
- Food Service B2B: B2B sales of bulk sauces, dressings, gravies, and condiments to QSR chains, restaurants, hotels, cloud kitchens, and catering services through dedicated food service division.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Veeba Foods product offering
Product offeringCore offering
Veeba Foods manufactures and sells specialty food condiments including mayonnaise, ketchup, salad dressings, hot sauces, Italian pasta and pizza sauces, dips, sandwich spreads, peanut butter, sweet toppings, and Asian-inspired instant noodles and stir-fry sauces under the Wok Tok sub-brand. Products are sold to Indian households through the veeba.in D2C e-commerce site and in bulk to food service operators through a dedicated B2B Veeba Food Service division. The portfolio is positioned around better-for-you attributes such as zero trans fat, no artificial preservatives, vegan, gluten-free, and no onion/no garlic variants.
Product overview
Veeba Foods is an Indian food products company founded in 2013 by Viraj Bahl, specializing in sauces, mayonnaise, spreads, and dressings. The product portfolio centers on core condiment lines including Mayonnaise (with egg and eggless variants), Tomato Ketchup, Hot Sauces, Italian Sauces, Dips, Sandwich Spreads, Dressings, Peanut Butter, and Sweet Toppings. The company operates two key sub-brands: Wok Tok (Asian-inspired noodles and stir-fry sauces) and a Korean Collection. Products are marketed with health-conscious positioning including gluten-free, vegan, no added preservatives, trans-fat free, and no onion/no garlic variants. Veeba also operates a B2B Food Service division serving restaurants, QSR chains, and hotels, and has recently expanded into beverages with the Zyro zero-calorie brand.
Differentiator
Problem solved
Functional benefit
Brands
- Wok Tok: Sub-brand for oriental/noodles product line including instant noodles, Hakka noodles, and Asian-style sauces and condiments.
- Zyro
Products and services
- Mayonnaise Range
Quantifiable outcome
- 28% tomato content in ketchup formulations
Companies that use Veeba Foods
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Veeba Foods technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Veeba Foods partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Karan AujlaminorKaran Aujla, described as a celebrity/influencer, partnered with Veeba to launch Zyro, a zero-calorie beverage brand targeting India's clean-label D2C market. The partnership emphasizes minimalism and clean labels, reflecting broader trends of celebrity-backed lifestyle-oriented D2C brands in India.
Scale indicators3 records
Recent moves8 records
Expansion highlights6 records
Veeba Foods competitors and assessment
Company assessmentDirect peers
- Cremica Food Industries: Cremica is one of India's largest manufacturers of sauces, mayonnaise, ketchups, dressings, and condiments, serving both retail and foodservice. It directly competes with Veeba across mayonnaise and dressings with established retail distribution.
- Ching's Secret: Ching's Secret (under Capital Foods) is a leading Indian sauces and condiments brand covering chutneys, cooking sauces, and Chinese condiments. It is one of Veeba's closest direct competitors in the Indian sauces category with strong general trade presence.
- Kissan (ITC Foods): Kissan is ITC's flagship ketchup, jam, and sauces brand and the dominant legacy incumbent in Indian condiments. It is directly comparable to Veeba's ketchup, sauces, and spreads portfolio with nationwide distribution and brand equity built over decades.
- FunFoods (Tata Consumer Products): FunFoods specializes in mayonnaise, sandwich spreads, and salad dressings in India and is now part of Tata Consumer Products. It is a direct peer to Veeba's mayonnaise and sandwich spread lines, competing for similar urban D2C and modern trade customers.
- Dr. Oetker India: Dr. Oetker India offers a portfolio spanning sauces, mayonnaise, condiments, and baking aids. It competes directly with Veeba in sauces, dressings, and Italian/Continental flavors, leveraging global brand equity in the Indian market.
- Smith & Jones (Kohinoor Foods): Smith & Jones, marketed by Kohinoor Foods, is an Indian sauces and condiments brand covering pasta sauces, cooking sauces, and dressings. It competes with Veeba's Italian sauces and broader condiments portfolio in both retail and food service.
- Capital Foods: Capital Foods is the parent company of Ching's Secret and Smith & Jones, and manufactures a wide range of sauces, condiments, and spreads. It is comparable to Veeba as a multi-brand Indian sauces manufacturer competing across both D2C and foodservice channels.
Emerging players
- Wingreens Farms: Wingreens Farms is an emerging Indian dips, sauces, and spreads brand targeting modern retail and D2C with global flavors. It is comparable to Veeba as a younger, premium-positioned competitor in dips and dressings with overlapping customer segments.
Broad incumbents
- ITC Foods: ITC Foods is a broad incumbent Indian packaged foods business whose Kissan, Aashirvaad, and Sunfeast brands span condiments, staples, and snacks. It is relevant to Veeba as the deep-pocketed parent of Kissan, its closest legacy competitor in sauces and ketchup.
- Hindustan Unilever (Foods Division): Hindustan Unilever operates a broad foods portfolio including Kissan competitor brands (under Knorr and standalone brands), with extensive pan-India distribution. It is comparable to Veeba as a large incumbent in adjacent categories with vastly greater marketing and retail reach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Veeba Foods social profiles
Digital presenceVeeba Foods compliance and trust
Trust signalCompliance2 records
Veeba Foods financial estimates
Financial estimateRevenue estimate
Valuation estimate
Veeba Foods leadership team
Management profileNumber of profiles
Profiles4 records
Veeba Foods funding detail
Funding detailFunding overview
Funding rounds8 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Veeba Foods M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Veeba Foods
What does Veeba Foods do?
Veeba Foods manufactures and sells specialty food condiments including mayonnaise, ketchup, salad dressings, hot sauces, Italian pasta and pizza sauces, dips, sandwich spreads, peanut butter, sweet toppings, and Asian-inspired instant noodles and stir-fry sauces under the Wok Tok sub-brand. Products are sold to Indian households through the veeba.in D2C e-commerce site and in bulk to food service operators through a dedicated B2B Veeba Food Service division. The portfolio is positioned around better-for-you attributes such as zero trans fat, no artificial preservatives, vegan, gluten-free, and no onion/no garlic variants.
Is Veeba Foods a public or private company?
Veeba Foods is a private company. It is classified as venture growth investor backed and is currently operating.
When was Veeba Foods founded?
Veeba Foods was founded in 2013. It employs 51 to 100 people.
Where is Veeba Foods based?
Veeba Foods is headquartered in New Delhi, India, in the Asia region.
How does Veeba Foods make money?
Two revenue lines are on record. D2C E-commerce is the primary driver. The others are food Service B2B.
Who are Veeba Foods's main competitors?
Direct peers on record are Cremica Food Industries, Ching's Secret, Kissan (ITC Foods), FunFoods (Tata Consumer Products), Dr. Oetker India, Smith & Jones (Kohinoor Foods) and Capital Foods. Wingreens Farms is listed as an emerging player. Broad incumbents are ITC Foods and Hindustan Unilever (Foods Division).
Does Veeba Foods have an API?
No public API is recorded for Veeba Foods.
What industry is Veeba Foods in?
Veeba Foods's product category is Condiments and sauces. Its primary akta.pro industry code is AFAKADAM, Dips, Salsas, Relishes & Chutneys Manufacturing, with a secondary code of AFAKAJAD, Foods for Special Dietary Needs Manufacturing (Gluten-Free, Allergen-Free, Low-FODMAP, Low-Sodium). Its NAICS code is 311941 and its SIC code is 2090.