How an IIMA Alumunus Founded Startup is Creating a Healthy & Trendy Snacking Brand

Chakhna Shot has been specially created to be the best buddy of the spirit. It is a brand of the company Belly Fit Food & Beverages Pvt. Ltd. which was incorporated on 11th July, 2018 by Amar Kumar Choudhary. He is having an entrepreneurship bent of mind and he keeps trying new things. In 2007, when the Startup word was less coined, he founded Aapka Khana, a tech platform to solve the accessibility of homemade food for working people.

Amar has a wide span of a professional career of 10 years in Engineers India limited- A Navratna PSU under O&G Ministry. He founded Smart Student™ to improve the education landscape in Tier 2 & 3 cities and worked two years. He also co-founded an NGO – Mission Ethical India, which trains schools students about moral and ethical values. In 2019, they conducted their flagship Moral Story Telling Competition (MSTC 2019) among 10 lakhs+ students across nation.

Making A Brand is his passion and he is a food lover. He ventured into Chakhna Shot™ and leading it with the forefront. He is B. Tech (Mechanical) and an IIT Delhi drop out – M. Tech Program & MBA from IIM Ahmedabad.

We are publishing an interview with Mr. Amar:

Q.: What is the problem you are trying to solve? Please share with us any insights that led you to believe that this is a big enough problem?
Ans: We tried to understand the market gap in healthy snacking segment that being used by masses. We almost find none. The healthy snacking is still available in some premium segments but cracking into mass segment is what I aspire. We believe that irrespective of the buying power, each individual should get access to good food/snacks etc. Think about it this way – 20 years ago, every household in India used to consume healthy nuts as a part of their regular diet. Towards the turn of this century, this practice to consume healthy nuts gave way to a convenience-driven snack consumption. Our company is going to bring back health, taste and convenience, all at one stop.

Q.: Tell us about the Product / Solution.
Ans: Sure. Following are our products:

• Peanuts: Peri Peri, Jalapeno twist, Smoked Tandoori, Minty Mania, Achari Masti
• Cashew: Kachi Imli, Peri Peri, Himalayan Pink Salt
• Almonds: Pink Salted, Thai Chilli
• Nut Bowl: Nut & seed mix for healthy morning start

The biggest challenge was to explore the trend and consumer behavior for new snacking brand against the establish domestic and international players. Exploring the product market fit, understanding customer experience was the key to frame go to market strategy and positioning of the brand to the right brand messaging. However, we were confident on the market understanding and believe on the product innovation. We entered into the highly crowded market and got excellent response from our initial B2B clients.

Q.: List all the names of the core Team Members, along with their designated Roles.
Ans: Chakhna is single handed brought to this point by me. Recently, we started hiring some sales team who are new to the startup.

Q.: What is your USP?
Ans: Innovation & products as per the changing trend of choice & consumption pattern. All our products are healthy and trendy. We are 100% honest on our information sharing on the product label that we wish to be explored by our consumer.

Q.: What were your assumptions when you entered the market, learning that you have?
Ans: The very basic reason is to create a Youth brand that the millennial can relate to. All our brand messaging and positioning hovers around to reinstate the fact of innovation, trends and on going free spirit culture of generation.

• B2B clients: WH Smith, Reliance, Vendiman, Grubox, Azgo Vending, Nutrifills, Vendstop etc.
• B2C clients: We cater through our distributor networks

Q.: What has been your biggest failure as an entrepreneur and what did you learn from it??
Ans: There is nothing like success & failure. It’s a learning process and as a good student, I always try to do better what I did yesterday.

Q.: How are you pricing the Product? What is the logic behind it? Explain your thought process.
Ans: We sell costly and command premium pricing when it comes to the competition. We have a clear cut positioning of having a good quality and value based snacking.

Q.: Please tell us about the investors (if any)
Ans: There are no investors yet. Our start up is still bootstrapped.

Q.: Is there any interesting success story of your startup? If yes, please write about it. ?
Ans: We were selected under Amazon Launchpad Program for innovative product range.

Q.: Since inception, give us a sense of the value of business done by your venture?
Ans: Our GMV is above 80 lakhs, 1800+ POS, covered all major cities (Banglore, Pune, Hyderabad, Delhi, Gurgaon). The start up is still bootstrapped.

Q.: What is the big picture of your startup?
Ans: To create a niche youth brand bringing in innovative & exotic products.

Q.: Who do You Perceive as Your Competition? How do you differentiate yourself with them?
Ans: We have competition all around us. From small regional players and local manufacturers to major players like Haldiram, Jabsons, Tom garden are our competition. However, the reason why we chose to operate in this crowded space is because we are committed to innovate and make healthy snacking a trend among today’s youth, which is continuously looking for “something different”. Think about it this way – 20 years ago, every household in India used to consume healthy nuts as a part of their regular diet.

Towards the turn of this century, this practice to consume healthy nuts gave way to a convenience-driven snack consumption. Our company is going to bring back health, taste and convenience, all at one stop.

Q.: What would be your goal to accomplish in the next six months? Any other information you would like to share?
Ans: We expect to reach 10000+ POS, New Product Line: At least 4 new product Line, Team size: 10+

Q.: What message do you want to convey to fellow entrepreneurs?
Ans: Innovation, Passion & Persistent: What’s makes you keep going and stay relevant.

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Thanks Amar. All the best!