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The Good Fat bets big on the concept of gourmet food-on-the-wheels

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A curated marketplace for handmade gourmet foods is TheGoodFat. In the Delhi-NCR, the business also sells goods using a customised truck.

After the Covid-19 pandemic,  putting health first took on a whole new meaning. Healthy living has never been more crucial than it is right now, whether it is via conscious eating, sustainable living, shopping locally, or adding exercise into daily activities.

In recent years, artisanal food production in India has grown dramatically. These foods are produced according to traditional recipes without the use of preservatives, sweeteners, or chemicals. These include items created by hand by experienced craftsmen, or “food artisans,” such as bread, cheese, fruit preserves, cured meats, drinks, oils, vinegars, etc.

These craftspeople frequently own and operate small, sustainable companies that support local economies. Co-founded by Uditya Sharma and Radhika Kohli in Delhi in January 2022, TheGoodFat is a customer-centric marketplace that offers visibility and storage solutions to over 100 local merchants in India. It gives them a platform to promote and sell their items.

The startup operates in two ways: first, through an online store that ships goods to the Delhi/NCR region, and second, through its gourmet-store-on-wheels concept, which involves speciality trucks that are fully air-conditioned and move around the Delhi/NCR region showcasing and promoting gourmet goods.

Many of these handmade brands are from diverse regions of the nation. “We provide them a platform because they don’t have a strong brand presence,” claims Uditya.

He continued by listing the items, which also include pickles from Lakshadweep, mustard sauce from Kodaikanal, and cheese from Kashmir and Uttarakhand.

Customers get to experience something new, and small company owners get to offer their genuine items, he claims, adding that they can utilise the truck to establish their brands and raise consumer awareness of their goods.

Customers may stroll in and get their gourmet foods from the startup’s completely air-conditioned gourmet trucks, according to him, which are parked in Gurgaon and farmhouses near Delhi. Uditya has a fascinating past.

After earning his BTech, he worked for a few corporate companies before assisting his family in the coal import business. Uditya made a deliberate decision to leave the energy business and enter the food and beverage industry since he is passionate about eating nutritious cuisine and trying new things.

Co-founder Radhika also has a corporate experience and has tried her hand at entrepreneurship in the past by operating a hand-made paper company.

Uditya adds, “Being a foodie, I was constantly searching for high-quality, distinctive food brands. I contacted roughly 40–50 specialised companies that I had learned about online or via recommendations and visited their premises. To determine whether they had permits in place, if the components were farmed organically or hydroponically, and if they actually had a sustainable business plan in place, I also performed a little background research.”

According to Radhika, “Given the value they place on ingredients, they make sure that not all of a brand’s products are available in TheGoodFat’s storefront. We take great care to ensure that our goods are organic, non-GMO, free of preservatives, and transfat-free. Therefore, it’s not necessary for all 50 of their SKUs to find a space on our shelves if we just have one brand on board with them. The firm generally offers 12 categories, including cheese, vegan, keto, baby food, cold cuts, fresh fruit, bakery, and even pet food.”

Over the next two years, the firm, which now has a team of 15, plans to grow throughout Tier II cities including Noida, Faridabad, Chandigarh, and Ludhiana, gaining more than 50,000 consumers and 300 suppliers.

According to Uditya, “We also want to launch in Mumbai, Bangalore, and Pune in the same time frame,” and “demand is already coming in from the other metros in the country, but they have yet to begin since they do not have warehousing options in these cities.” Uditya estimates that the firm has made about Rs 40 lakh in earnings since January 2022.

We receive 50 to 60 orders each day on average, both online and offline, with a ticket price of about Rs 2,200.

Uditya claims that the gourmet grocery company, which had an initial investment of Rs 80 lakh, spent the majority of its money on storage services and a full-stack truck with chillers, deep freezers, and other equipment.

Currently, the firm has between 100 and 105 brands and 15,000 SKUs, and according to Uditya, 300 more small companies will be added soon. Competition in the domestic market for TheGoodFat comes from Foodhall, Le Marche, Living Co., and Nature’s Basket. The young entrepreneurs claim that because the company requires a lot of funds, they are searching for finance.

Uditya  says, “We have communication with investors. We’ve also been contacted by a few fast-growing businesses looking for a gourmet partner, so we’re looking at ways to expand more quickly because we do require warehouse choices.”

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