Packaged Foods
How Yoga Bar is Winning with Clean Labels and Omni-Channel Scale
In this episode of Masters of Change, Balram Bhattacharjee, VP-sales-India & South Asia at Sproutlife Foods Private Limited, shares how Yoga Bar is carving out a strong position in India’s evolving health foods market. From competing with legacy FMCG giants to building a clean-label promise and scaling across channels, he offers a practical view on what it takes to build a modern consumer brand in India.
Also available on:
1. Introduction
Take us through your journey in sales and how it led you to a new-age brand like Yoga Bar.
Balram Bhattacharjee: I began my career after my Masters in Business with Nestlé, where I learned the fundamentals across categories like beverages, culinary, chocolates, and confectionery.
I then moved to Henkel for a couple of years, followed by a long stint of over a decade at Kellogg’s, working across geographies, roles, and channels.
Eventually, I wanted to build something meaningful with a new-age Indian brand. That’s what brought me to Yoga Bar.
2. The Ideation and Philosophy of Yoga Bar
Yoga Bar stands out for its clean positioning. What was the idea behind the brand?
Balram Bhattacharjee: Yoga Bar was built on the idea of a clean label. The products are nutritious, and importantly, they are the same products we consume at home.
The brand was founded by Suhasini Sampath, with a strong focus on creating food with the care of a family member.
Interesting. And where does the name Yoga Bar come from?
Balram Bhattacharjee: Both founders, Anindita Sampath and Suhasini, were in the US when they noticed the popularity of nutrition bars. After a yoga session, the idea came up to build something similar for India. That’s how the name Yoga Bar was born.
3. Taste vs. Nutrition in the Indian Market
India is a taste-first market. How do you balance taste and nutrition?
Balram Bhattacharjee: In India, taste always comes first. So while nutrition is essential, taste is non-negotiable.
Our products are clean, made with familiar kitchen ingredients, and free from preservatives, chemicals, and palm oil. They are also gluten-free. Consumers today are far more aware and want transparency in what they consume.
4. Market Leadership and Competing with MNCs
How do you compete with large FMCG players in categories like breakfast and cereals?
Balram Bhattacharjee: It is definitely challenging given their scale and media power. But we focus on product quality and differentiation.
We are category leaders in bars and strong players in muesli. Products like dark chocolate muesli and zero sugar muesli have seen strong traction.
We are confident competing with brands like Kellogg’s or Bagrry’s because our products are genuinely differentiated. For instance, our choco products are made with multiple grains like jowar, bajra, and ragi, without maida or atta.
5. The Digital Shift and Consumer Awareness
How are you seeing consumer behaviour evolve?
Balram Bhattacharjee: Digital access and COVID have accelerated awareness. Consumers are reading labels, questioning ingredients, and making informed choices.
Our core audience, millennials and Gen Z, actively seek transparency and healthier alternatives.
6. Omni-Channel Strategy and Quick Commerce
How do you balance quick commerce with offline distribution?
Balram Bhattacharjee: Today’s consumer is omni-channel. They shop across platforms based on need.
Quick commerce works for instant needs, while modern trade supports bulk buying. General trade continues to be important.
Do you think e-commerce will replace kirana stores?
Balram Bhattacharjee: Not in India. Local stores have an emotional connect. In fact, more channels will only increase overall consumption.
7. The ITC Partnership
There has been news about ITC’s involvement with Yoga Bar. What’s the current status?
Balram Bhattacharjee: ITC Limited has invested in Yoga Bar and holds a stake. A full acquisition is expected by 2026.
We are already working closely with them and benefiting from their strengths in sourcing, logistics, and distribution. It is a positive step for scaling the business further.