Yogabar’s Dynamic Duo: Anindita and Suhasini Sampath Redefining Healthy Snacking in India

Meet the dynamic sibling duo that has been making waves in the world of healthy snacking in India – Anindita and Suhasini Sampath, the founders of Yogabar. What started as an idea in the bustling streets of New York has now transformed into a thriving venture, redefining the way India looks at snacking. The Yogabar journey began with a name – an idea so captivating that it led to the creation of an entire brand. Anindita and Suhasini Sampath, then residing in New York in 2012, found their inspiration while attending yoga classes near the iconic Flatiron Building. Post one of their yoga sessions, while browsing the aisles of a Trader Joe’s store, Anindita expressed a thought, “If we made a healthy protein or energy bar like this, I would call it ‘Yogabar’.” The name struck a chord, and Suhasini promptly trademarked it in 2012.

However, it wasn’t until 2015 that the sisters formally established Sprout Life Foods, the parent company of Yogabar. These three years were dedicated to thorough research and development (R&D) and understanding the market dynamics. Their vision was clear – they aimed to create a range of products made from 100 percent clean ingredients, sourcing raw materials from India to offer healthy snacking options to a vast section of the country.

During the early days, around 2014-2015, the concept of healthy snacking in India was a foreign one, with people hesitant to explore new options. Anindita and Suhasini encountered resistance from retailers who were convinced that, “In India, health doesn’t sell, only taste does.” Undeterred, the sisters believed that the Indian market would eventually embrace healthy snacking, becoming a significant part of the daily diet. Their belief has been validated by a recent Ipsos India report, which revealed that 78 percent of respondents considered healthy snacking very important (58 percent) or fairly important (20 percent). One of the key differentiators for Yogabar was their commitment to quality. The Sampath sisters decided to build everything from the ground up, from designing machines in a remote village near Coimbatore for their manufacturing unit to establishing a manufacturing plant. Suhasini explained that the decision to not outsource was driven by the need to maintain control over quality, a choice that has paid off handsomely.

After focusing on bars in their initial three years, the Yogabar brand began diversifying its product range in FY20. They introduced muesli, oats, peanut butter, and quinoa. The most recent addition is packaged breakfast food for children and infants, reflecting their responsiveness to evolving customer needs. Currently, bars and muesli constitute the majority of their revenue, with 15 percent coming from oats and peanut butter. They are eyeing a significant share from the kids’ cereal range. In the protein and energy bars segment, Yogabar’s brand has become synonymous with quality. Suhasini remarked that “The brand ‘Yogabar’ is almost a noun now,” emphasizing that people often ask for a ‘Yoga bar,’ irrespective of the brand they eventually choose. In the muesli category, Yogabar has made considerable strides, positioning itself as a challenger brand after Kellogg’s. The legacy brands have an advantage in distribution, but Yogabar has managed to achieve in a decade what Kellogg’s took much longer to establish.

The onset of the pandemic prompted Yogabar to adapt and shift its distribution strategy from offline to online. While this adjustment was challenging, the company believes it was a success, with oats gaining strong traction in the online market. With things returning to normal, Yogabar is planning to continue focusing on its offline distribution strategy.

In the next five years, Yogabar aims to expand its presence to approximately 60,000 offline stores and set its sights on becoming a ₹1,000-crore company. Their emphasis on children and infant categories underscores their commitment to meeting the evolving needs of customers. The Sampath sisters are proud to offer a healthy alternative and give established FMCG players a run for their money. Their journey, characterized by unwavering dedication to customer satisfaction and wholesome ingredients, exemplifies their unique approach to success.

With a firm focus on customer-centric products, Yogabar has managed to build a strong brand that resonates with consumers, proving that, in the end, product quality and customer satisfaction are irreplaceable.