1) Positioning and brand story
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Core promise: Light, guilt-free crunch with authentic Bihar/Mithila origins.
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Point of difference: Traceable GI-region sourcing, artisanal popping, and low-oil recipes.
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Tone: Contemporary wellness meets heritage craft—clean design, warm storytelling, zero gimmicks.
Elevator pitch example:
“Crisp, clean, GI-origin makhana—small-batch roasted with real spices. The lightest crunch your day needs.”
2) Product strategy and assortments
Start with 3–5 SKUs to validate:
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Classics: Himalayan salt & pepper; Jeera-chilli.
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Global: Peri-peri; Wasabi-lime; Za’atar & olive oil.
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Festive limited: Saffron-cashew; Gur-cardamom (seasonal).
Form factors: -
25–30g on-the-go packs (impulse).
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60–80g home packs (repeat snackers).
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200–250g family or value packs.
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Makhana flour (350–500g) for gluten-free and fasting demand.
Guardrails:
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Fat: Aim <10–12g/100g for seasoned variants.
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Sodium: Target ≤400–450mg/100g; call out “low sodium” where true.
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Ingredient lists: 6–8 items max; no artificial flavors or colors.
3) Sourcing and quality control
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Origin: Partner with farmer groups in Mithila districts; prioritize GI-traceable lots.
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Grade: Standardize on medium/large for daily snacking, jumbo for premium SKUs.
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QC checkpoints:
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Moisture: ≤4–5% in popped kernels before seasoning/packing.
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Visual: Minimal black specks; reject burnt/chewy batches.
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Sensory: Crisp snap, clean toasty aroma, no rancidity.
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Supplier MOU essentials:
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Batch-wise moisture and foreign-matter limits.
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Consistent roasting profiles.
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Right of audit and random sampling.
4) Popping, seasoning, and processing
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Roasting: Low-medium heat; small batches preserve whiteness and crunch.
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Oils: Cold-pressed groundnut/mustard/olive; or ghee for select SKUs.
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Seasoning: Use dry spice blends; add acids (lemon zest, amchur) for flavor pop with less salt.
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Allergen control: Separate lines for nut-containing SKUs; clear labeling.
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Shelf-life targets: 6–9 months in nitrogen-flushed pouches; real-world test at 30°C/65% RH.
5) Packaging that protects and sells
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Structure: High-barrier, nitrogen-flushed pouches with zip-lock for ≥60g packs.
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Design: Clean front-of-pack, large variant callout, origin map icon, and a QR code linking to “pond-to-pack” stories.
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Claims (only if substantiated): Gluten-free, low fat, no artificial flavors, GI-origin traceable, roasted not fried.
6) Regulatory and documentation (India-focused; adapt per market)
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FSSAI license; display FSSAI number.
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Nutrition panel per 100g and per serving; allergen statements.
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Vegetarian logo, batch/lot, MRP, packed-on, best-before.
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If exporting: meet destination labeling, additive lists, and contaminant limits.
7) Unit economics and pricing
Illustrative target structure for a 60–70g seasoned pack:
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COGS breakdown (targets): Raw makhana 30–40%, seasoning + oil 8–12%, packaging 10–14%, processing 8–12%, logistics 6–10%.
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Gross margins: Aim ≥45–55% ex-factory to sustain trade margins and marketing.
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Retail price bands: Position near premium popcorn/baked chips; offer value packs to improve repeat.
Levers to protect margin:
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Source directly from FPOs, not multiple intermediaries.
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Standardize seasoning bases across variants.
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Optimize carton size to maximize units per shipment.
8) Go-to-market roadmap
Phase 0: Validation (4–8 weeks)
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Small pilot in 20–40 stores + 2–3 offices/gyms/cafes; collect feedback on crunch, salt, spice, and pack size.
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A/B test two price points and three flavors.
Phase 1: Metro + e-commerce launch (12 weeks)
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Channels: Quick commerce, marketplaces, your D2C site, premium kirana, modern trade pilots.
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Content: 15–30s crisp videos (sound of snap), founder story, farmer clips, recipe reels.
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Influencers: Nutritionists and home-chef micro-creators; barter + affiliate.
Phase 2: Depth and retention
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Subscriptions/bundles on D2C.
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Corporate gifting and festive limited editions.
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Loyalty: “Collect and redeem” QR codes for recipes and farmer stories.
9) Brand and community
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Anchor ideas: “Light crunch, honest origin,” “Snack like it matters,” “From Mithila, with love.”
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Community tactics:
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“Roast-along” livestreams; show popping/seasoning in real time.
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Limited drops tied to harvest stories.
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UGC: #MakhanaMix—best salad or yogurt bowl gets a monthly box.
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10) Retail execution
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Planogram ask: Eye-level placement in “better-for-you” snacks.
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Sampling: Mini cups at evening rush; offer a “crunch test” against chips.
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POP: Aroma jars with spice blends; tactile experience sells.
11) Quality, safety, and complaints loop
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Keep a retained sample of every batch for shelf-life checks.
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Simple complaint form with batch capture; 48-hour response SLA.
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Replace-first policy for staleness/breakage to earn trust.
12) Scale and innovation
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New lines: Protein-boosted mixes (roasted chana + makhana), seed mixes, yogurt-topped dessert cups (chilled channel).
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Pantry extensions: Makhana flour, spiced crumbs (crouton alternative), DIY seasoning kits.
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Export readiness: Flavor tweaks to local palates; comply with sodium and additive caps.
13) Founder’s checklist (print and pin)
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Does it snap? If not, fix roast or moisture before anything else.
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Is the label short and honest? Cut fluff; add story.
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Can a first-time buyer understand the benefit in 3 seconds?
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Are we paying fairly at source and saying so transparently?
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Did we taste-test against chips/popcorn today?
Sample launch lineup (copy-ready)
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Himalayan Salt & Pepper: Clean, classic, endlessly snackable.
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Jeera Chilli: Earthy cumin heat with a slow, satisfying kick.
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Peri-Peri Burst: Tangy, spicy, travel-ready energy.
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Wasabi-Lime: Fresh zing with a quick nose-tingle.
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Saffron-Cashew (Limited): Festive richness, gentle sweetness.
When done right, a makhana brand can be more than a snack—it can be a bridge between Bihar’s ponds and the world’s pantries. Build with craft, label with honesty, and let the crunch do the convincing.