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100X.VC Team
Written by various collaborators within Team 100X.VC
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Jan 22, 2023
Topic

Introduction

Before the advent of modern day technologies like cold storage facilities and refrigeration, mankind wasn't assured of fresh fruits and vegetables around the year and only locally grown fresh crops were available for consumption during the season and that too if the weather was kind. To overcome this problem, vegetables like cucumbers were stored in vinegar, and fruits were converted into Pickles and Marmalades using sugar to create a preserve. 

In recent years, India has seen massive action in FMCG industry, specifically in the food space. There has been a steep growth trajectory for the demand of FMCG products in the D2C space.

Individuals who are foodies realized the gap in availability of tasty home made pickles in the digital shopping world. India has seen massive action and innovation in the food space. 

Today, there are many companies producing pickles which are preserved using ingredients of modern technologies like Food Preservatives and additives, food stabilizers, permitted colors etc. The Little Farm Co. produces home made tasty pickles which are free from preservatives using standardized processes and Pickles where there will be no hand touch but will give the same taste and quality as homemade achaar. 

At present, they offer 5 pickles - namely Mango, Chillies, Garlic, Lemon and Gobhi Gajar available from their own website & Q-commerce marketplaces like Blink it, Zepto & Swiggy Insta mart, thorough which they have achieved PMF and are out there to dominate the NCR market .

The Little Farm Co. has a huge  opportunity being a digital first brand , the key being distribution and accessibility. If you think of ordering their achaar they can reach you in 15-20 mins because of quick com, The little farm co. have the Right plan and connections in quick com to ensure that we rapidly scale to all the metros in india.

The Little Farm is led by a dynamic sister-brother duo; Niharika is a graduate from Cass Business School, London, with a Master's degree in Marketing Strategy and Innovation. She is a TEDx speaker and a passionate foodie who obsesses over getting the taste of the pickles just right. Aditya, on the other hand, has a wealth of experience in retail sales and distributor management, having worked as a National Key Accounts manager for Jimmy's Cocktails before joining The Little Farm. Together, they bring a unique and strategic approach to the art of pickling, with a dedication to preserving the traditional methods while infusing new and innovative flavors. 

Market Opportunity

Shifting consumer preference and growing demand for home made, premium packaged food products has been a major trend in the food industry. In line with this, manufacturers of packed pickles are utilizing organic vegetables and fruits to cater to consumer demand. Ac

cording to a market research report, the global ethnic food market has reached a value of US$ 38.3 Billion in 2021 & expects the market to reach US$ 62.1 Billion by 2027, exhibiting a CAGR of 8.3% during 2022-2027. Th

is growth is driven by an increasing demand for pickles as a condiment and an increasing interest in traditional and ethnic cuisines, as well as the rising health consciousness among consumers. The market is expected to continue its upward trend in the coming years, providing great opportunities for both existing and new players in the industry.

100X.VC Thesis

Most Indians have grown with a desire to have homemade pickles , Pickles is a huge market opportunity and has high export potential. The Little Farm, with its diverse, preservative free and tasty product offering fits well into this consumer segment, more so, with both the siblings working. The Little Farm , with its D2C and Quick commerce GTM, is all set to grow rapidly.

Conclusion

With their passion for preserving traditional methods and infusing new and innovative flavours, Niharika and Aditya, the founders of The Little Farm, have created a unique and delicious homemade pickle brand. Between both of them they have a clear distinction of job roles and expertise with Niharika leading the marketing and D2C division and Aditya leading Quick com and Operations, Their dedication to quality and commitment to scaling the venture to greater heights is why we at 100X believe that The Little Farm is headed for great things. The global pickles market is on a steady growth trajectory and with The Little Farm's unique approach, it's certainly poised to take advantage of this trend. We are excited to be a part of this venture and see The Little Farm continue to grow and delight pickle lovers everywhere.

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