HERALD: What made you launch this food business?
SAIRAJ DHOND: When I left criminal litigation after finding my true calling in entrepreneurship it was an overnight decision to switch careers. I joined our family business in 2014. After I gained some experience, I started my own venture, but it came to a standstill during the lockdown. Then thought of exploring the food business and sustainable food was always a strong contender during brainstorming sessions.
HERALD: You continue to work from Goa. What made you do so?
SD: Jackfruit is naturally available here and has been growing in our backyards since ages. We are native to Goa and have always believed in supporting the local communities. We have launched our ‘friends of farmers’ initiative where every time a client purchases one of our products, it enables us to donate one per cent of our sales to local farmers around India who are working to feed our country.
HERALD: How do you see the new trends in the food market? What tech are you using to promote your sales and business?
SD: The consumers have shifted focus towards more of healthy living and it is not just being vegetarians or non vegetarians. The humble jackfruit also comes along with its own nutritional benefits. Online marketing and sales have become a huge platform. D2C or Direct to Consumer is growing into a big industry. Today, information is on the tip of the fingers of the consumers and all companies are trying to reach their target group through this online medium.
HERALD: How are you different and what do you offer to Goa? Who are your major clients?
SD: Our company is built on the ethics and principles of fare trade and rates for farmers. All our products will always be animal cruelty free, healthy and tasty. Goa is our home and has been the first to try our products and set a foundation for us to expand to rest of India and beyond. We have a retail and industrial segment, with the HoReCa segment being our major clients. We have also seen great response from the pan-Indian retail customers.
HERALD: Where all are you providing your services and how would you rate the Goa market as compared to others?
SD: As of today, through our online sales channel we sell and deliver pan- India. Our online presence for now is only in Goa, where we are present in over 27 stores and across 30 restaurants who make products from our ‘meat’. The Goa market is very small as compared to the metros but with the tourist inflow it is a sizeable market and we are seeing great traction.
HERALD: Do you think Goa has the right ecosystem for catering to big ticket design firms?
SD: Goa is fast becoming home to some of the biggest companies in India. A lot of companies and their employees are relocating to Goa. I see no reason why Goa cannot be the most favoured start-up destination in the near future.
HERALD: Where do you get your raw material from?
SD: Jackfruit is one of the most easily available fruits in India. It is locally available, locally sourced and in fact it is available even in one’s backyard in Goa. Wakao Foods is extremely vocal for locals. All of our ingredients, including the jackfruits, are sourced locally from Goa and other parts of South India.
HERALD: Do you have any expansion plans to spread out of Goa too?
SD: We do have a few international companies showing interest in our products and exports would be a great next step for us. However, currently, we are looking at expanding nationally and getting our products on the shelves across the country. By the end of this month we would have our offline presence in at least 3-5 cities in India.
HERALD: What support have you received from Goans?
SD: I have received a lot of love and support from Goans throughout my journey at Wakao. People are more than happy to help, share their network and guide you. Goans love seeing one of their own grow and create waves nationally.