WINGREENS FARMS PVT LTD

Wingreens Farms, situated in Gurugram, Haryana, is a fully integrated farm to retail food
company that manufactures and sells a variety of fresh, wholesome, delectable, and cutting-
edge food products. It established this product category in the nation and is the market
leader in fresh dips and pita chips. It thinks that modern consumers want food that is fresh,
healthful, and produced responsibly. All major national grocery chains as well as
neighbourhood gourmet food stores in Delhi NCR, Mumbai, Bangalore, and Pune sell its
products. The products are also retailed on their online platform and through leading online
market places.

It is a rapidly expanding, professionally run business with seasoned executives who have
worked in the food and FMCG industries both domestically and internationally for decades.
More than 150 people work for the company. The products are created by underprivileged
women and sold through a unique sampling sales strategy, a first in the industry. The
business is growing quickly thanks to recent funding from Sequoia Capital, a leading global
venture capital fund. It is expanding quickly across cities, new media, and consumer groups.
Wingreens Farms Private Limited is a privately held company incorporated on July 13, 2011.
It is classified as a limited liability company and is based in Gurgaon, Haryana. The
authorized share capital is INR 83.70 crore and the total paid up capital is INR 81.07 cr.
Wingreens Farms Private Limited's operating profit for the year ended March 31, 2022
ranged from Cr100 to Cr500. EBITDA decreased by -89.74% year-on-year. At the same time,
his book value increased by 56.24%.

BUSINESS MODEL
Working with farmers and women in the village of Tauru, Haryana, sauces and dips brand Wingreens
Farms has figured a good balance of finding profitability and conducting business with a social
impact.
Anju Srivastava and her husband, Arjun, started Wingreens Farms as Women Initiative
Network (WIN) in Gurugram in 2008, with a capital of Rs 10 lakh. Today, this sauces and dips
company clocks a revenue of approximately Rs 8 crore every month. But the recipe for their
success is not built just on their tasty condiments; the decision to engage farmers and village
women in their work paid off. She raised many kinds of peppermint, basil, thyme, and other
herbs for sale. The harsh weather in northern India, however, prevented the plan from
succeeding. WIN attempted to overcome the conditions by continuing to grow these plants
for three years, but in vain. When Anju produced pesto in 2011 using the basil she had
grown, she went to Spencer's in Gurugram's MGF Megacity Mall with the product. Following
the successful launch of pesto as a dip, WIN was rebranded as Wingreens Farms, and the company
then launched garlic dip.

Wingreens produces a variety of dips, sauces, pita breads, and flatbreads with the help of
two farmers who serve as "Farm Managers" and 150 village women. The company pays its
farmers a monthly compensation of about Rs 10,000, providing them with a guaranteed
source of income. At Wingreens, about 150 different plants are grown.
Wingreens Farms has developed into a well-known brand in just eight years, and today its
goods can be seen on the shelves of large supermarkets all over the country. The brand is
present in 10,000 outlets spread over 100 Indian cities. A group of 14 food technologists at
Wingreens Farms oversee quality control and adhere to the food testing standards.

PRODUCT
PORTFOLIO

With participation from Omidyar Network India, an investment firm focused on social
impact, Investcorp, a leading global provider and manager of alternative investment
products, announced that it has led an INR 124 crore [US $ 17 million] investment in
Wingreens Farms, one of India's leading packaged food and beverage companies. In order to
capitalise on shifting consumer tastes toward healthier and "better for you" products,
Wingreens, a company dedicated to women's empowerment, is focusing on this market
area, which over the next five years will create a US $1 billion potential.
Wingreens, a company founded in 2011, focuses on producing top-notch, minimally
processed goods with premium, sustainably sourced ingredients. Wingreens' merchandise
falls under a number of quickly expanding food and beverage categories, and it is a market
leader in fresh dips and fruit juices (marketed under the name RAW Pressery). Healthy
snacks, sauces and spreads, spice blends, speciality bakeries, breakfast cereals, non-dairy
milk, protein drinks, and a large selection of organic products are all part of its repertoire.
The company employs an omni-channel distribution strategy and has offline retail presence
in more than 200 Indian cities. Additionally, Wingreens has created WingreensWorld.com, a
new direct-to-consumer website that sells its multi-brand meals and beverages throughout
India.
Wingreensworld.com is an e-commerce D2C platform that delivers the finest online
customer experience matched with logistics and warehousing support to deliver what
the consumer needs superfast. WingreensWorld.com is the new world of food and
beverages. It’s the go to place to find a curated set of food and beverage products and
brands that meet the needs of the new age millennial consumer. The brands and
product ranges are continuously expanding. There you can purchase Wingreens dips and
sauces, Raw juices, almond milk and protein shakes, appitas pita chips and other healthy
snacking products.
PRODUCT PHILOSOPHY
Fresher Products:
They reduce the time spent in the supply chain and work to deliver fresher products straight
to consumers by using farm sourcing and farm gate processing. In order to deliver items that
keep fresher longer, we run our own cold chain in numerous cities.
Better for your products:

They want to provide healthier food choices to consumers to meet the requirements of
today’s lifestyle. Products that are fresher, healthier, safer, and with real ingredients and
minimum processing. They are turning the food processing industry on its head. Moving
away from large industrial mechanised production units to smaller batch sizes, closer to
farms and artisinally handmade products.

Always good taste:

Since the foods and beverages are make will remain committed to always delighting the
taste buds. All our products have to pass the taste test. They want to offer healthier
products without compromising on taste. Food should always be about comfort and joy.
It should bring family and friends together in an environment of love and happiness.

PRICING

In order to maximise the value of its products, Wingreens Farms Sustainable Growth
marketing mix focuses on a hybrid pricing strategy. advertising mix for its product
pricing, Wingreens Farms Sustainable Growth combines a number of strategies.

1. Premium Pricing:
 Wingreens Farms Sustainable Growth promotes positive brand and
product perceptions in target consumer groups by charging more for some
of its product lines.
 Additionally, premium pricing for products helps buyers to have a positive
opinion of the quality of Wingreens Farms Sustainable Growth items.
 Wingreens Farms Sustainable Growth has successfully made certain of its
product ranges exclusive by limiting sales and production in addition to
 charging premium rates. In turn, this creates a perception of luxury in
consumer goods.
 Wingreens Farms Sustainable Growth products have a feeling of privilege
and great value thanks to premium prices.
 Wingreens Farms Sustainable Growth has also maintained significantly
high profitability and steady business growth by incorporating premium
price aspects into other product ranges.

2. Psychological Pricing:
 The use of psychological pricing has been effective because Wingreens
Farms Sustainable Growth has a variety of distinct product ranges and
product groupings.
 Wingreens Farms Sustainable Growth successfully increases the perceived
worth of its products from the perspective of customers by utilising
psychological pricing.
 With psychological pricing, Wingreens Farms Sustainable Growth also
increases sales.
 Because Wingreens Farms Sustainable Growth employs psychological
pricing, consumers buy more of its products.
 Wingreens Farms Sustainable Growth is able to expand the demographics
of its target market and the kind of customers it wants to attract.

3. Geographical Pricing:
 Geographical pricing enables Wingreens Farms Sustainable Growth to
enter several regional marketplaces at the greatest efficiency.
 Geographic pricing also enables Wingreens Farms Sustainable Growth to
cover shipping and customs costs for offshore sites.
 Geographical pricing enables Wingreens Farms Sustainable Growth to
adjust prices in various areas based on local currency value, which enables
the company to sustain steady revenue growth.