With the intent to introduce consumers to the world of nutritiously delicious and budget-friendly supplements, Phab entered the market in late 2019, shortly before the pandemic. With the pandemic looming, Phab has been able to provide Indians with goods that not only taste nice but also help to improve one’s immunity at an affordable price.
Q: How is Phab different from other nutritional brands?
While we share this space with many other brands out there, we try to be larger than a nutritional brand. We position ourselves as a lifestyle brand that offers delicious yet nutritious products. And this ability & passion to craft delicious products comes from the experience of knowing the Indian consumer’s palate for over 75 years. So, while there is a pot full of nutritional brands out there, we try to be the one that doesn’t sacrifice taste in the quest for nutrition.
Q: How is Phab targeting to expand in tier 2 and tier 3 markets? As a founder have you witnessed any kind of changes in nutritional intake amongst the people, especially millennials?
We want to be a brand that caters to the masses because, at the end of the day, balanced nutrition is cardinal to every human being. And price shouldn’t be a point that restricts someone from living a healthy, fab life. So yes, to put this thought into action, we are developing products that are tasty and healthy whilst still being affordable.
Talking about the second part of the question, there’s certainly been a shift owing to the pandemic. Today we see people across different age groups being much more conscious of the food they consume. Whether it is being mindful of the ingredients or snacking habits, there has been a major shift. And especially when it comes to millennial, this group is ingenious. From making protein-rich smoothies with whey protein to baking healthy brownies with oats and whatnot, this group knows how to strike a balance and still enjoy life to its fullest. And I think as a brand, we strive for the same.
Q: How does Phab break the myths about the sacrifice of taste associated with fitness and well-being?
As a brand whose roots come from delicious & flavoursome food, we bring the same zeal to Phab. And when it comes to flavour, it is common to automatically associate it with guilt. And honestly, that is the biggest myth we’ve been trying to break.
We try to ensure that our communication strategy reflects this ideology and, at the same time, our products too. Because at the end of the day, it is the product that will vouch for us. And that is the reason we regularly engage with our customers, whether it is offline or online because a great customer experience is sacrosanct to us.
And we also believe that this beautiful relationship that we’ve built with our consumers has contributed to our healthy retention rates and has helped us grow as a brand.
Q: As a founder, how do you see that the idea of fitness has changed during the pandemic? Has Phab contributed to this transformation? If yes, how?
The pandemic did a great deal of imbibing the importance of good health & overall immunity. Every consumer out there wanted to make healthier choices wherever possible. And this stays true to snacking as well. During the pandemic, people learned that snacking need not necessarily be a guilty pleasure but something your taste buds & your body can enjoy as well. And I feel, as a brand, Phab is trying to do its bit by offering folks an opportunity to dive into a guilt-free world, where taste & health are perfectly balanced.
Q: How does Phab encourage millennial, who are hooked to screens and online gaming, to be healthy?
As a brand, we believe in being balanced and enjoying a little bit of everything where moderation is the key. And this philosophy of leading a balanced life reflects in our campaigns and content strategy for our social platforms. We constantly look out for avenues to partner with events and brands that can add value to our audience. In the past, we’ve associated ourselves with outdoor cycling and yoga events, clean-up drives & much more. Doing this encourages folks to get a break from their screens & explore something unique & engage with like-minded people.
Q: What are your forthcoming plans for the company?
Making Phab more affordable, accessible & lovable are our top priorities. And we are working towards it by focusing on products that are reasonably priced & add value to consumers in terms of both nutrition & taste. Therefore, we would be focusing a lot on R & D, and on creating better versions of traditional & unhealthy snacks out there.
