Bengaluru based startup GO DESi has raised Rs 1 Cr. in funding led by Lead Angels Network headquartered in Mumbai with participation from other Angel Investors including R. Ramaraj- Serial Entrepreneur, his last stint was at Sify as the Cofounder & CEO. The capital will help the company aggressively expand its sales and distribution into other metro cities as well as strengthen the back-end supply chain.
“Over the years, numerous companies have launched Westernized products and introduced Western flavours to India,” said Sushanto Mitra, CEO of Lead Angels. “What impressed us most about GO DESi is their ability to retain the classical Indian flavours with their new line of products such as Imli Pop and Jackfruit bars which undeniably satiate the Indian taste buds. They also understand and realize the importance of retail strategy which has been a crucial aspect of India's consumer growth story.”
GO DESi is a packaged confectionery brand inspired by local, regional formats and flavours entirely manufactured at micro units set up by women entrepreneurs, farmer cooperatives and SHG in rural and semi urban areas.
"On one hand GO DESi's model of manufacturing at farm gate helps preserve local flavours & formats which is loved by the consumer and on the other hand it gives the micro entrepreneurs the platform to scale up and thereby generating income and creating employment in rural areas.", said R Ramaraj.
The core principle behind GO DESi products is “As is” i.e. made in a traditional manner by locals with tremendous knowledge about indigenous ingredients, flavours, giving GO DESi products an unparalleled authenticity.Currently, GO DESi products are available at 250+ retail stores in Bengaluru and also top selling products in their respective categories on Amazon & Qtrove.
“Most farm to fork model try and eliminate the retailer, having spent a decade in the FMCG industry, we have come to believe that retail is essential to scale,” said GO DESi Founder Vinay Kothari. “Hence we are tinkering with the other end of the supply chain i.e. moving the manufacturing to as close as possible to the farm. Our point of market entry for this approach is the cash counter as we see a white space at the point of sale (POS) which is dominated by Western Formats, an opportunity for products which are more familiar and suitable to the Indian palette and tastes.”