Meet This Wholesome Snacker Who Made it to The Entrepreneur India's 35U35 List

Through her snacks, how this woman entrepreneur is wooing the palettes of Indian consumers while keeping their fitness goals in mind

By
Opinions expressed by Entrepreneur contributors are their own.
You're reading Entrepreneur India, an international franchise of Entrepreneur Media.

Blenders Pride Reserve Collection presents Entrepreneur's 35U35 list included some path-breaking names from the field of entrepreneurship and 34-year-old Jasmine Kaur made it to the list owing to her venture,The Green Snack Co, which delivers taste in snacks with nutrition.

To compensate for an unthinking, urban lifestyle, the modern consumer often centers his or her diet around the nutritional value of consumer goods and shies away from snacking on high-calorie foods. Owing to the monopoly that fried crisps and sugar-loaded munchies enjoy on the snacking segment, a mindful eater is left with little option to choose from. Jasmine Kaur decided to remedy this situation when she founded The Green Snack Co after facing a lifelong personal struggle with fitness and weight loss. The entrepreneur observed that kale had a ubiquitous presence among diets the world over and designed the company’s product portfolio around crunchy and satisfying vegetable kale crisps. Containing no fried oils, preservatives or flavor enhancers, all products feature common superfoods such as ragi, soya, corn and rice.

Relying on experiential marketing, the brand’s journey began when Jasmine decided to display, sample and sell kale chips at a food pop-up in Mumbai. Three variants of the product were doing well when the concept finally caught the attention of retailers, gourmet food stores and online critics. A major challenge was educating the end consumer and challenging orthodox beliefs on what is perceived as healthy. “Misinformed health trends are common and often detrimental to the sale of what’s actually nutritious. Merely stating scientific facts isn’t enough and progressive entrepreneurs must utilize targeted marketing tactics to build entire cultures around ingredients like kale,” says Kaur.

The Green Snack Co. has now sold over a million packs in the past 12 months with its major markets being Delhi NCR, Bangalore and Mumbai. In addition to having raised funds in a seed round, Jasmine also plans on raising Series A funding in the near future. Operating on healthy gross margins that are significantly higher than those of most brands in the healthy snacking space, the food producer is stipulated to reach the break even threshold in the next 12 to 13 months. It grew by 400 percent over the previous year and launched new product variants in multiple SKUs that were marketed rigorously across both offline and online trade. In tandem with the growth curve, the company also adopted a self-run distribution network over a master distributor model. Commenting on the brand’s futuristic vision, Jasmine opines, “We want to pave an introductory path for new FMCG brands in the still nascent category by introducing lower prices and a more extensive distribution channel across 145 cities Pan India.”

She stresses on the need to delegate critical tasks among a well-trained staff in order for her business to grow and aims at fulfilling the obvious gap in the Indian market for mindful, guilt-free snacks.

(This article appears in the February 2019 issue of Entrepreneur Magazine. To subscribe, click here. You can buy our tablet version from Magzter.com. To visit our Archives, click here.)

 

Latest

Matt Horn on Finding Purpose in Family and Flames

In-depth interview with CEO, pitmaster, and James Beard Award Nominee Matt Horn about growing his global food brand with social media, operating multiple restaurant concepts, and why he decided to "burn the boats."

This Entrepreneur Believes the 9-to-5 Work Week Is Dead. So She Created a Platform That Matches Talent With Project-Based Work.

The founder of NuuWork shares how her company will help people navigate the future of project-based employment.

How This Company Is Helping Ecommerce Brands Scale and Grow

The co-founder of 8fig shares how his platform is helping online sellers plan and execute their growth around their supply-chain needs.

Eitan Bernath on Becoming a Teenage Food Entrepreneur and Social Media Star

In-depth interview with cookbook author, food personality, and content creator Eitan Bernath about starting an entertainment career as a child, teaming up with Drew Barrymore, and building an inspirational business empire before his 20th birthday.

Ask Marc: Netflix Co-Founder Marc Randolph on Facing Challenges, Bringing on Co-Founders and Growth

In this episode of our new series 'Ask Marc,' the serial entrepreneur and mentor offers advice on how to get started.

3 Science-Backed Ways to Break Bad Habits

Become powerfully productive with these three patterns.

Meet the Co-Founders Making Conscious Shopping Easier

Goodbuy's Cara Oppenheimer and Cary Telander Fortin share how their browser extension helps consumers buy products with both their wallets and values front of mind.

Nina Manchev of Forte Tapas on Engaging Customers with Social Video

Interview with Forte Tapas owner and entrepreneur Nina Manchev about connecting with social media, learning to be confident on video, and appearing on Diners, Drive-ins, and Dives.

This CEO Believes We Need More Women In Crypto

Jaime Leverton, head of NASDAQ-listed Hut 8 Mining Corp., talks the future of digital currency with 'Entrepreneur.'

How to Create Your Path to Profit

Financial expert and author Michelle Jacobik is on a mission to help people be profitable, so she created the EnVision + Thrive Academy. She shares her journey to success, business tips and what you'll learn in her new book.

Toast CEO Chris Comparato on Why Restaurants Need a Tech Partner That Cares

Interview with Toast CEO Chris Comparato about leading with the customer in mind, having a digital-first mentality, and how technology like Toast is helping restaurants thrive.

The Science of Visualization: Maximizing Your Brain's Potential

In this video, we discuss why visualization is so effective and offer four tips to harness it.

How One Company Is Creating a New Financial System to Help Today's Workforce

The founder and CEO of DailyPay shares how his company is creating a new financial system to help today's employees get paid faster.

Ask Marc: Netflix Co-Founder Marc Randolph on Staying Motivated, Morning Routines and Setting Priorities

In this new installment of our 'Ask Marc!' video series, Marc Randolph offers inspiration and insights to new entrepreneurs.

How Tech Entrepreneur Angela Homsi Leverages Sustainable Innovation to Bridge Global Boundaries

Born between two worlds, the Ignite Power founder is helping ensure universal access to essential services.

Discover Entrepreneur Series

Whether you need advice on how to get your business off the ground or you’re just looking for inspiration, our video series have something for everyone. Browse our library below to find a series that speaks to you and your interests.

  • An original series streaming weekly where you can Click-to-Invest while you watch. THEIR JOURNEY. Your decision.
  • Your favorite pitch show is back with new entrepreneurs pitching Entrepreneur's investors.
  • Host Nicole Walters interviews small business founders to discuss their unique challenges and experiences running and growing a business. 
  • How many times have you been told “that will never work”? Probably not as often as Netflix co-founder Marc Randolph. The veteran Silicon Valley entrepreneur provides a healthy dose of humor, and actionable advice that will benefit founders - and would-be founders - at every stage of their business journey.
  • Jessica Abo covers the causes people care about, the powerful work they do and how they got to where they are in the first place.
  • Bestselling author, Ben Angel, takes his audience on a journey into the entrepreneurial mind to uncover why we do what we do through his powerful short films and educational videos so you can unleash your ideas and potential.