July 23, 2021, Mumbai: Munchilicious Granola is a brand of healthy granola snacks from the stable of Mumbai-based Soch Foods. It sells in over 350 retail stores, hotels, and gyms over the country, as well as e-commerce stores abroad. This brand has raised the bar for healthy snacking in the market.

The brains behind this winning company are the husband-wife duo of Purvi and Rohit Pugalia. The idea behind healthy snacking arose from the experience of Rohit of craving for tasty snacks during office hours as a management professional in Kolkata.

When the couple moved to Mumbai in 2015, they first ventured into supplying fresh juices and fruit salads from a small kitchen based in Goregaon, serving clientele in the Malad area. Their idea was that snacks between meals should energize executives rather than making them lethargic.

The business began with a small investment of Rs. 5 lakhs. Purvi then began experimenting
with ways to marry flavour with healthy snacks. She worked with guilt-free options and whipped up a crunchy and healthy snack without adding any preservatives.
Her first product was Granola, packed with dry fruits, nuts, and oats. Fresh from the oven, it did not compromise on nutrition while tasting delicious. Purvi and Rohit realized that they had stumbled on a precious range of products.

The couple began selling their granola created from locally sourced ingredients. They launched Granola snacks in flea markets and exhibitions and experienced much customer interest.

For expanding to retail stores, the duo had to adhere to standards of food safety. Hence in May 2016, they launched Munchilicious, and by 2017, the brand was backed by in-house packaging and R&D team.

The brand first hit online marketplaces like Amazon and Flipkart for selling granola products. It was in November 2018 that the granola brand hit the first retail shelf in Santa Cruz, Mumbai.

Currently, the brand features in over 350 stores across the country. It also entered the Singapore market through a tie-up with Lazada, a leading e-store, in July 2019. Today, it is eyeing other markets like Europe.

Granola is a snack and breakfast item compromising of honey, oats, nuts, and seeds, all baked till crisp. It promotes weight loss, controls blood pressure, enhances energy levels, and improves digestion. It can be eaten straight out of the box or with yogurt or milk.

The target group of the granola brand is hotels, restaurants, and urban consumers pursuing a healthy lifestyle. They appeal to customers who like organic and natural foods. These are persons who wish to control trans fats, sugar, and salt in their diet, especially in snacks.

Soch Foods has launched the Granola snack in 5 options: Original, Dry fruits, Dark chocolate, Desi Twist (for Indian customers), and Grain-free (for Vegans).