Veeba Foods forays into child nutrition segment; sets up factory in Rajasthan

Veeba Foods on Sunday announced its entry into the Rs 7,000-crore child nutrition segment and said it has set up a facility in Rajasthan to produce health beverages for kids.

The Gurugram-based company has roped in Bollywood star Shah Rukh Khan to promote its newly-launched brand V-Nourish, its founder and MD Viraj Bahl said.

Bahl also exuded confidence that the company would capture 5 per cent of this market in the first year itself.

"We are entering into child nutrition segment that has great potential. The health beverages for children has been launched under a new brand V-Nourish," he told PTI.

Veeba Foods, which sells many food products like tomato sauces and mayonnaise to both B2B and B2C markets under the Veeba brand, has set up a new 10-acre plant at Keshwana in Rajasthan to manufacture the child health beverage product.

To market V-Nourish, Bahl said the company has "signed Shah Rukh Khan for two years" but did not disclose the endorsement fee.

Bahl said the market size of ...