Why We Invested in GO DESi: The opportunity to build a leading brand in the traditional Indian confectionery category » DSG Consumer Partners
Summary
Many of these product formats are popular items commonly consumed in Indian households, purchased from local shops and vendors in unbranded forms.Apart from a strong distribution network of more than 15,000 stores across 108 cities, GO DESi is also present on all key e-commerce and q-commerce platforms such as Amazon, Flipkart, Instamart, Bigbasket, Zepto. One of their 2 manufacturing units is in rural Manangi Grama, near Sira, Karnataka, where they employ more than 70 women from marginalised backgrounds.At DSGCP, we have a strong thesis on building insurgent CPG brands in the traditional Indian sweets and savouries segment. This category enjoys high penetration, from metros to small towns, and across different income profiles.India has a rich history of flavours and formats in sweet and sour confectionery which has evolved over thousands of years and passed down from one generation to the next. However, they have played a limited role in adapting local formats to create a brand in desi confectioneryand this is the opportunity for GO DESi.The current hero SKUs the Imli pops, are manufactured inhouse. The store velocity and distributor payment terms are extremely healthy indicating robust customer offtake.Some of our biggest successes in our journey at DSGCP were in offline-first food and beverage brands like Sula, Veeba, Epigamia, Chaipoint, Rawpressery etc.