In his expanded role, he will now oversee the company’s modern trade business in India in addition to leading its e-commerce and international business operations. Prior to this elevation, he served as Director – E-Commerce (India) and International Business at Veeba.

With around 14 years of experience in the FMCG industry, Aditya has built expertise across the food, personal care, health, hygiene, and nutrition categories. Throughout his career, he has worked across multiple business functions, including e-commerce, channel marketing, merchandising and shopper strategy, commercial planning, product launches, and category development.

Before joining Veeba, Aditya held key roles at leading consumer goods companies such as Mars, Reckitt, L’Oréal, and ConAgra Foods. The elevation comes as Veeba continues to strengthen its leadership team and expand its presence across both domestic and international markets.

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In this lighthearted kitchen experiment, Passi steps back and lets Veeba’s signature sauces take the spotlight. The video, filmed in Passi’s own kitchen, shows her preparing a simple yet flavorful pasta dish, with playful reactions from her kitchen staff adding to the comedic charm. As she navigates the cooking process, she humorously acknowledges that, for once, she’s not the main attraction—the true star is Veeba’s sauces.

Viraj Bahl, Founder and MD of VRB Consumer Products (Veeba & Wok Tok), shares, “We’re thrilled to have Shalini Passi bring her creative force to Veeba. A dynamic presence in every space she graces, she now adds her signature flair to the kitchen with our Sauces & Dressings. This campaign perfectly reflects our belief—Mehnat ka Phal Veeba hota hai—because the true reward of hard work is great taste, and with Veeba, making delicious meals is effortlessly joyful.”

The post Shalini Passi’s unexpected kitchen takeover with Veeba appeared first on Business of Food.

Created by Enormous, the campaign features three touching films that mirror real-life moments of triumph. Each story showcases how Indians across ages and backgrounds instinctively turn to food to celebrate their wins, big and small. The campaign masterfully weaves together these narratives while positioning Veeba as an integral part of these celebratory moments with it’s tasty, better-for-you range of sauces, spreads and dressings.

“Food has always been more than just functional in Indian culture—it’s emotion, celebration, and reward all rolled into one,” said Viraj Bahl, Founder and Managing Director of Veeba. “With ‘Mehnat Ka Phal Veeba Hota Hai,’ we’re celebrating a deeply ingrained part of our culture—the joy of rewarding ourselves and our loved ones with good food after a day of hard work. These moments of celebration are universal, and we are grateful, at Veeba, to be a small part of them through the meals people share.”

Sindhu Sharma, National Creative Director (North) at Enormous Brands said, “We are super excited to share our latest campaign for Veeba. It’s all about celebrating the joy of good food after all the hard work we put in. Haven’t we all felt that crushing disappointment when you come home, hungry and tired, only to find the food’s a total letdown? Absolute mood killer, right? That’s where the thought behind ‘mehnat ka phal Veeba hota hai’ came from. After all the effort you put into your day, good food isn’t just a want—it’s what you truly deserve. And with Veeba, it’s exactly what you get!”

The campaign marks a significant milestone in Veeba’s brand journey, showcasing an evolution from their previous campaigns. While ‘Aaj Kya Khaoge’ (2018) focused on product variety and ‘Your Food Your Rules’ (2023) celebrated culinary creativity, this new campaign elevates the narrative to a more emotional plane, connecting with audiences at a deeper, more personal level.

What sets this campaign apart is its universal appeal. It speaks to the student burning the midnight oil, the homemaker juggling countless responsibilities, the professional pushing through deadlines, and the fitness enthusiast going the extra mile. Through these relatable scenarios, Veeba positions itself as more than just a food brand, it becomes a partner in celebrating life’s everyday victories.

The integrated campaign will reach audiences through a strategic mix of television, digital platforms, and social media channels. Additionally, on-ground activations are planned to create meaningful interactions with consumers, bringing the campaign’s message closer to their daily lives.

The post Veeba Launches ‘Mehnat Ka Phal Veeba Hota Hai’ Campaign appeared first on Business of Food.

Complementing the sauce range is WokTok’s exciting entry into the instant cup noodles category, offering five distinct, bold flavors:
– Chowmein
– Manchurian
– Masala
– Kung Pao
– Spicy Korean 1X
Each cup noodle comes with a separate packet of bite size veggies and a bold sauce that perfectly coats the noodles. The innovative lid design ensures you can customize your noodle experience—whether you prefer them slurpy or soupy, just adjust the amount of water drained. This marks a significant milestone in VRB’s growth strategy as it enters the cup noodle market, all while continuing to prioritize better-for-you ingredients across its product lines.

Viraj Bahl, Founder and Managing Director of VRB Consumer Products, shared his vision behind the launch, “As a father of two boys who love Chinese and pan-Asian cuisine, I wanted to create instant cup noodles that offer the same bold flavors but without any nasties like palm oil, added MSG, or maida. The Wok Tok range is the result of our relentless pursuit to innovate delicious yet better-for-you offerings that we can feel good about serving to our families and yours. Our range of sauces, dressings, and five game-changing instant cup noodles brings the bold, popular taste of Chinese and pan-Asian cuisine to your home in a delicious yet convenient way, fitting seamlessly into today’s busy lifestyles. At VRB, we continuously push boundaries to ensure taste and health go hand in hand with every new launch.”

The post VRB Launches ‘WokTok by Veeba’: A New Lineup of Chinese and Pan-Asian Sauces and Cup Noodles for the Indian Palate appeared first on Business of Food.