Hardeep Singh
What is Reyfeber?
The work from home situation has increased many cravings for delicious food. The pandemic continues to allow the lockdown where people are going for healthy and nutritious food. With the majority of urban residents opting to work from home craving a munch while working has become common.
Consumers now expect things that are nutritional, delicious, and delivered right to their house. Following the pandemic, there has been an increase in demand for healthy snacking choices, as people are becoming more aware of food’s nutritional worth. Healthy snack subscription boxes are also on the increase.
Shreya Shah, Shashank Kutty, and Saurabh Mishra, first-time entrepreneurs, founded Reyfeber in July 2020 to break into this expanding sector of food. The Mumbai-based startup functions as an online platform for all of your healthy snacking and eating demands.
What Reyfeber does?
It brings together over 1,200 snacking choices from 65 different brands from all around India. Essentials, spreads, bars, trail mixes, snacks, and drinks are all covered by Reyfeber goods.
Reyfeber provides a wide range of items, from cereals, protein, and granola bars to healthy teas, coffees, and immunity-boosting beverages, as well as low-calorie crisps, biscuits, and munchies, gluten-free and diabetic-friendly food.
Reyfeber was created in April of 2020. The founders realised there were two types of purchasers when they spoke to more individuals in the 30-45 age bracket.
“One who is looking for nutritious food but is having trouble finding them. They intend to eat healthily 90 per cent of the time, but only 60-65 per cent of the time are able to do so. And then there’s the other, who doesn’t know where to begin,” says Shashank, a co-founder.
Refer set out to cater to both types of customers. It launched its platform in October, as India’s domestic demand began to steadily revive. “Adoption is greater in metros and Tier I cities since there is more knowledge about nutritious eating in these areas,” Shashank explains.
We’re educating people in Tier-II cities like Baroda, Bhopal, Nagpur, Nashik, and Mysuru about healthier alternatives and assisting them in the consideration-to-purchase process.”
Blending Commerce and Content
The founders of Reyfeber were inspired by Nykaa, one of India’s most successful vertical commerce startups and soon to be a unicorn. They seek to make their site a one-stop-shop for all health food purchases, recipes, advice, communities, and exercise content, among other things.
On one hand, Reyfeber helps specialised, local companies such as Hola (Gujarat), Grameen Way (Bengaluru), and others reach pan-India clients by handling their shipping and delivery. On the other hand, nutritionists, nutritional experts, and home cooks are being onboarded to teach customers about healthy eating.
Reyfeber also uses third-party AI and machine learning to generate health rankings for consumers, allowing them to make better eating decisions. The creators state, “We aim to normalise a healthy eating practice and encourage individuals to shift away from goal-oriented eating.”
The startup released dietician films focusing on health and wellbeing last month. “After that, the nutritionists will become channel partners and promote our health products,” Shreya explains. “We’re also displaying recipes on our platform, and the recipe area now accounts for 45-50 per cent of all purchases.”
Nykaa, of course, is the inspiration for this content-assisted commerce approach. Reyfeber’s website was recently updated to allow visitors to “shop by benefits” and do demand searches for categories such as high-protein, vegan, gluten-free, and so on. It even intends to enter the video commerce market after the app’s release later this year.
Early impact and Future Plan
The rise in healthy food consumption following COVID-19, as well as India’s growing hunger for niche eCommerce, has set Reyfeber on a steady development path, which the founders describe as “entirely organic.” With Zomato’s March foray into the nutritional supplement sector, the focus has firmly switched to the health and wellness food industry.
Reyfeber claims to have over 15,000 active users on its platform, with orders being delivered to more than 24,000 different pin codes. Top markets include Pune, Bengaluru, Hyderabad, and Chennai, with Tier-II cities catching up. In the previous two months, the startup’s average basket size has increased to Rs 920.
According to Grand View Research, the worldwide market for healthy snacks will reach approximately $33 billion by 2025, with India (and other emerging economies) rising at the quickest rate. According to the survey, “the consumption of healthy snacks is increasing due to their capacity to fulfil different dietary needs such as sugar-free, low salt content, and low cholesterol levels.”
Snackible, FabBox, EvolveSnacks, and other domestic competitors compete with Reyfeber. The startup just completed a trial in Singapore and plans to expand across Southeast Asia by the end of the year. It’s also in discussion with venture capitalists to secure a seed round of Rs 1 crore to fund its development and growth objectives.
Reyfeber is now a B2C company, but it plans to expand into the B2B market shortly. “There’s a lot to learn about employee wellbeing. Shashank says, “We want to sell bulk health food packages to corporations at affordable pricing.”
Healthy eating has never been more accessible. With an advantage of the pandemic situation the start-up got a boost towards nutritious and healthy food. Do comment down your views about this start-up. Will it continue to grow?
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