“GO DESI” The genesis of a concept
Founder Vinay Kothari got the idea after seeing candies and fruit bars made by local self-help organisations at a chai shop during a visit to a local shop. He was so taken with the idea that he coined the phrase “GO DESI” after recognizing the immense potential of local snacks and sweets.
The startup recognized its enormous potential and started contacting retailers, marketplaces, and hyperlocal delivery apps. The company claims to have over a million customers and 15000 stores offering its products. It has sold 40 million items and generated Rs 2 crores in monthly income.
What makes it special?
GO DESI is in local stores, online marketplaces, and hyperlocal delivery
apps. It has over a million customers and distributes products in 15,000
stores. It says that its 5,000 square foot Bengaluru plant produces 2 lakh
goods per day. The startup claims to have sold 40 million items so far and to
have crossed the INR 2 crore monthly revenue barrier in December 2021. It plans
to boost revenue to INR 18 crore by March of this year, up from INR 8.85 crore
in 2021.
What difference it made ?
The brand emphasises its presence by stating that it does not use color, flavoring, or preservatives, allowing customers to enjoy their food without guilt or worry about food quality or health. They use low or no sugar products so that customers can appreciate them guilt-free. Items are sourced directly from farmers or trusted suppliers who deliver pure products, according to the company, before being distributed to self-help groups.
GO DESi claims to empower village community organisations to bring traditional flavours and forgotten recipes to ecommerce marketplaces and retail locations, with an emphasis on both nutrition and taste. In the process, the company claims to have hired over 250 women from rural Karnataka. The business now has 40 different product lines and has entered the desi mithai market. DESi POPz, or lollipops, are among its best-selling items, with the aim of revitalising the ‘desi foods’ sector.
Future Plans
The D2C firm aims to have 50,000 outlets, triple its income, and create INR 50 crore in revenue by December 2022. It also stated that it intends to grow into new snack and food categories in order to become a brand worth INR 500 crore by 2025.
