In Conversation With Apoorva Gururaj

Apoorva Gururaj is the Founder and CEO of Foodio.Fit

1. What is the idea behind starting the venture?

Based in Bangalore, Karnataka, the Foodio.fit was founded in the year 2020. We offer healthier alternatives in the fast-moving consumer goods (FMCG) category with low carb, high protein, multigrain, and keto options.

The majority of food products currently in the market contain a significant amount of sugar or are made with 70-80% wheat flour and it took years of extensive research for us to come up with its range of healthier products in the FMCG industry. Our products are entirely natural as they adhere to strict guidelines and standards of health and nutrition.

We were prompted by the latent need for healthy products in the market which led to the creation of Foodio.fit. We identified the problem of not having any credible healthy option in the market and accordingly, came up with a solution in terms of Foodio.fit.

Customers have been pleased with our products, bringing sustainability to the market. Our primary product range includes Indian snacks, chocolates, beverages, specialty flours, and vegetable chips among others. We make all of these products with utmost care and passion, and the best part is that the taste remains unaffected in the process.

2. As people are fond of a healthy lifestyle but cannot compromise with the taste. How is Foodio.Fit playing its role?

Many people set out to eat healthy, only to be disappointed when they feel deprived and uninspired by the food. It can feel overly restrictive to spend so much time counting calories and avoiding foods you shouldn't eat. Shifting the focus away from diets and calorie counting and toward an overall healthy lifestyle and healthy eating choices allows you to try new things, eat in moderation, and eventually make healthy eating a permanent lifestyle change.

Eating healthy doesn't mean you have to force yourself to eat kale and tofu all the time just because they're high in nutrients and protein. If you eat what you enjoy, healthy eating is never boring, so do it.

We identified this problem and devised a solution to it. Customers have been pleased with our products and sustainability has been introduced to the market. Indian snacks, chocolates, beverages, specialty flours, and vegetable chips are among our exclusive items. All of these are made with care, and the taste is not compromised. 'It's like eating healthy and delicious food.'

3. Challenges that you faced when you started the business? How did you overcome them?

Our main challenge has been sorting the supply chain. In a short span of time, it's very challenging for a Start-up to penetrate into a market as big as India, and the pandemic pushed it all the way far at Foodio.Fit. The last year was challenging in terms of Supply chain and distribution but nevertheless, we have been able to debut in 150+ Stores and 3 countries as of today. We always believe in having a focused approach when it comes to problem solving, and we have been able to successfully overcome the same with expanding our horizon as well as having our skin in the game.

4. Reasons why people are preferring more healthy snacking food, nowadays?

Snacking has become increasingly popular over the last year, and for many people, it has taken the place of regular meals. Healthy snacks have become the norm, while products with poor packaging, preservatives, and other harmful ingredients are finding it much more difficult to find a market these days. “No added Sugar’ 'Free of Gluten,' 'Free of Artificial Colours,' and 'No Preservatives' are all the rage these days.

It is preferable to eat healthily and prepare meals at home because ready-to-eat food sold in stores always contains some sort of natural or artificial preservative to keep it from spoiling over time. There are several reasons why many people snack at least once during the course of the day. Our stomachs begin to growl a few hours after our last meal, which is the most common scenario. Another possibility is a drop in energy that can be remedied with a small bite. Or perhaps we simply enjoy the taste of certain snack foods.

5. What are your plans for the next 5 years?

A greater emphasis is placed on health and nutrition-based snacks that do not harm an individual's health. Almost every product on the market contains ingredients that, when consumed in large amounts, are harmful to the body. We also intend to expand its global footprint and expand its customer base within India. Also, striving to improve people's lives and enable them to live healthier lives. Our vision is to make Foodio products reach every nook and corner of the world. These products should eventually become a staple in every consumer’s grocery lists. We are on a mission to provide a healthy lifestyle to everyone and provide them with healthy snacks, drinks, beverages and staple choices.