GoodDot is encouraging people to make compassionate food choices through its wide range of delicious plant-based meat, which will surely make your mouth water! The brand, which has athlete Neeraj Chopra as its brand ambassador, is already one of the leading entities in the alternative protein movement that has emerged in India
An exciting start
GoodDot was born when Abhishek Sinha and Deepak Parihar decided to come together for a common cause. They wanted to make the world a more humane place for animals. Having witnessed the unbelievable cruelty involved in animal agriculture, they decided to create a solution that was good for all.
“We believed that the main reason why most people eat meat is its taste. If a product could be created that not only tasted like meat but was an ethical, healthier and environmentally sustainable alternative to animal meat, people would happily make the switch,” says Abhishek Sinha. And so the duo started GoodDot to create plant-based meat that would serve as a compassionate alternative to animal meat, without sacrificing taste.
Over the years, the brand has steadily worked towards revolutionizing the way people eat through its affordable, healthy and delicious products, which include eggless bhurji, unmutton dhaba curry, vegan biryani and vegicken chunks in brine.
“Our plant-based meat meals satisfy the taste buds of everyone. From curries to stir fries to wraps, our products can be used to replace traditional meat in any recipe,” says Sinha.
Along the way
GoodDot is continuously developing new products to meet consumer needs, and Sinha states that some exciting new products are going to be launched soon. The brand’s products are available across more than 10,000 stores. GoodDot also has its own food outlet ‘GoodDo’ at 12 locations across Mumbai and Udaipur in India and Kathmandu in Nepal.
“Since many of our products are shelf-stable at ambient temperature, they do not require cold chain storage and logistics. This has helped us a lot to expand our footprint—even in semi-urban and rural areas. Thus, we have one of the largest serviceable geographies in the plant-based meat category,” says Sinha.
GoodDot has partnered with national-level distributors having a strong logistics backend. “We have different partners for shelf-stable and frozen lines. Most of the institutional deliveries are taken care of by our distributors and their logistics team. On the retail side, order fulfillment is being carried out by our national-level logistics partner or in some cities, a local last-mile delivery partner,” adds Sinha.
To increase brand visibility, GoodDot roped in Olympic champion Neeraj Chopra as a brand ambassador. “Recently, we launched an ad featuring Neeraj and GoodDo the goat. The ad went viral with millions of views across different social media platforms,” shares Sinha. The brand is also tying up with some of the largest retail chains in the country to take its products closer to the consumers.
Online sales are also one of the focus areas at GoodDot. “We have recently entered into a partnership with Swiggy Instamart to provide our consumers with an easier and faster way of ordering our products. People across 17 cities in India are now able to get our products delivered in 20-30 minutes via Swiggy Instamart,” adds Sinha. The brand is also getting very good traction on its own website and also on Amazon India. “As a team, we are deploying the latest performance marketing solutions to increase our online sales,” shares Sinha.
Looking to the future
GoodDot raised its first institutional funding round last year from Sixth Sense Ventures. “This helped us scale our capacity and also expand our team. Apart from that, we focused on R&D and brand building. We will be raising our next institutional round in the next five-six months,” explains Sinha.
The brand already has an omnichannel presence and would continue to focus on that. Some very exciting B2B partnerships with marquee Indian and global organisations are also in the pipeline. “We aim to become the world’s largest plant-based meat company and with the right combination of hard work, strategy and a little bit of luck, we will be there soon,” concludes Sinha.
