World’s largest superfoods company!

Mission

To build the largest global brand of Superfoods from India.

MAB Consumer Care
• mabtheo (www.mabtheo.com)
is a brand of MAB Consumer Care Pvt. Ltd.
• A company co-founded by four relatively successful individuals
• Emerged during the 2nd wave of the pandemic
• Intrinsic aim is to offer the best of super foods to the world
• Making honey as the arrowhead to penetrate the market
• With a growth plan of entering the global markets
• At least $ 15 mn topline in 3 years
The Market - India
• The health food industry is currently $22 Bn
• Slated to increase to a $30 Bn by 2026
• Growth rate of 24% (size being small currently)
• Market penetration has a headroom as a percentage of packaged
foods is at 11%
• India is experiencing a wave of health-conscious consumers leading to
a structural shift in food preferences and purchase decisions
• Significant growth is expected across categories, with healthy
snacking leading market expansion
Source: Avendus Capital
Its Honey, Honey!
• Only the honey market in India stands at $ 0.22 Bn and is growing at
10% CAGR
• The US is the second largest consumer of honey after Germany
• From 2017 to 2020, global honey production has reduced from 1.88
Mn metric tons to 1.77 Mn metric tons
• India has the largest numbers of honey hives (although China
produces the maximum honey)
• Indian honey production grew by 200% in the last 10 years and
exports grew by 207%
• Total honey export from India is 51k MT (Source: The Indian Express)

Source: Statista.com
Why Superfoods?
• Superfoods are foods rich in nutrients
• vitamins
• Minerals
• Antioxidants
• Fibre
• Or fatty acids
• Health-conscious users are gravitating towards healthy foods or foods
with health benefits as a habit, rather than a fad
• Helps keep the human body healthy and disease free
• And of course, Superfoods are always super successful (Example: The
banana story of the early 20th century).
Where is mabtheo placed today!
• mabtheo has started with the first Superfood – HONEY
• Curated and created the largest range of value-added honey
• Successful POC done with the right packaging within family and
friends by guiding them to a real world buy (www.Amazon.in and
brand website – www.mabtheo.com)
• Ready to scale within India, Middle East and the Americas
• Sales – average sales realization of INR 304 / bottle; 439 bottles sold
(mostly D2C)
• Working with Reliance Retail, Haiko Supermarkets & Nature’s Basket
to increase retail footprint
How is mabtheo different?
• mabtheo is a curator of superfoods from the interiors of India for the
rest of the world
• mabtheo focusses on ‘all natural’ products
• mabtheo offers the widest range of products in the categories
• mabtheo provides products as a value-add, creating new categories
Competition by categories
5 years old brand
D2C only, 15 Cr
Pricing

14 years old brand

4 years old brand 2 months old brand 500 Cr, D2C + Retail + Exports
9 Cr (Retail +
aggregators + exports)

8 years old brand

7000 Cr, D2C + Retail + Exports

Range of products
What is not competition to mabtheo
mabtheo in 3 years
• $15 million in sales (INR 115 Crs)
• Be seen as the only player in value added superfoods
• Have a global footprint in over 5 regions
(India, US, Canada, MEA and South America)
 Current Portfolio led by Honey+

• Value added honey – All Natural Infusions (no chemical additives)

Smoked Honey Spicy Honey Vanilla Honey Lemon Honey Cinnamon Honey Ginger Turmeric
- Misquite - Bhut Jolokia - Infused - Infused - Infused Honey - Infused
300 gms 300 gms 300 gms 300 gms 300 gms 300 gms
MRP: Rs. 399 MRP: Rs. 345 MRP: Rs. 324 MRP: Rs. 372 MRP: Rs. 366 MRP: Rs. 436
Current Portfolio led by Honey+

• Honey Spreads – All Natural Additives (No Chemical inclusions)

Chocolate Honey Apple Strudel Berries Honey

- Spread - Spread
200 gms 200 gms 200 gms
MRP: Rs. 399 MRP: Rs. 412 MRP: Rs. 424
 Current Portfolio led by Honey
• Raw Honey – Raw, Unprocessed, Unpasteurized

Wildflower Honey Himalayan Forest Honey Kashmir White Litchi Honey Tulsi Honey Jamun Honey
300 gms Multiflora Honey 300 gms Honey 300 gms 300 gms 300 gms
MRP: Rs. 324 300 gms MRP: Rs. 324 300 gms MRP: Rs. 321 MRP: Rs. 372 MRP: Rs. 342
MRP: Rs. 324 MRP: Rs. 342
Products in Lab – Honey+

Honey Spreads with Almond, Walnut, Chocolate, Mango, Ghee

Experiments to check taste and longevity.

 Products in Queue – Unique Ingredients

Lakadong Turmeric Ing Makhir Ginger Natural Cinnamon Natural Wild Pepper Potent Jaiur Lemon Grass Pepper Saffron
Curcumin value – 7+ Gingerol value – 4+ From Meghalaya From Meghalaya From Nagaland From Nagaland From Srinagar
From Meghalaya From Meghalaya
Products in Queue – Superfoods
No preservatives, no additives.

Sprouted Wheat Flour Dry Sprouted Channa Dry Sprouted Moong Mamra Badam Kashmir Walnut
Low Glycemic Index Healthy food Healthy food From Kashmir From Kashmir
Promotors
• Madan Mohan Mohapatra – Users worm with an eye for detail! Loves data,
analytics, and of course, numbers. He was also the Customer Strategy Head
for Future Group and had spent a good part of his life in media planning
and buying.
• Aslam Ansari – Nosy observer of people behaviour and effecting their
development! Also chanced to handle various leadership roles in HR, IR and
general management.
• Bedraj Tripathy – Hyper local experimentative chef! Took up building and
running his own business after being thrown out of JSW Group as the CEO
of a start-up venture.
• Dinesh Joshi – Foodie to the core! Communication and marketing is what
he does to keep the food rolling.
 Looking forward
to an inclusive growth!