S2 E2: Viraj Bahl of Veeba Foods and Sauces

Maharajas of Scale

12-08-2021 • 1 hr 39 mins

Viraj Bahl of Veeba sauces is an interesting man. Upon graduation, his father told him that he would have to earn his way into a life of prosperity. His father told him that he would have to earn outside the family business. He would have to establish a basic lifestyle before participating in the family business.

Once he established a basic lifestyle, his father was good for his word. Viraj joined the family business - Dr.Oetker's fun foods around the year 2003. Amidst the back of the IT Offshoring and India's decade of growth, Oetker took off. It became a massive success, and Viraj likes to quip that it succeeded despite him.

His family business was sold and Viraj tried his hand at a restaurant chain which failed. Not one to stop at failure, Viraj set about starting up again. However, this time around, he was going to do something familiar with. Only, he was going to do it bigger and better. He founded Veeba. As he likes to say and we totally, the sauce is the unsung hero of the Indian palette, kitchen, dishes, and Indian cooking. Without the sauces, the dish is just a skeleton of things.

The next time you try your favorite Bhel Puri or Chicken Tikka Masala - imagine the dish without the sauce, and you'll understand. Today, Veeba has grown into one of India's largest foods companies, especially in sauces. They have recreated every imaginable amazing flavor on the planet and brought it closer to us.

How did Viraj Bahl of Veeba do it bigger and better? Where do new flavors come from? How do they bring out new sauces? What is their secret ingredient? It's all in this episode.

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