Viraj Bahl, the Founder and Managing Director of Veeba Foods (VRB Consumer Products), is experiencing a new wave of public recognition following his appearance as a 'Shark' on the popular business reality show, Shark Tank India Season 5. In an exclusive conversation with Times of India TV, Bahl, who is returning to the panel for his second season, spoke candidly about navigating fame, the evolution of his business strategy, and the core lessons he imparts to aspiring entrepreneurs.
From Kirana to E-com: A Shark's Digital Awakening
Interacting with a new generation of pitchers on the show has profoundly impacted Bahl's own approach to business. He admitted that seeing younger startups excel in digital spaces was an eye-opener for him. Before his first Shark Tank appearance two years ago, only 2-3% of Veeba's revenue came from e-commerce. Today, that figure stands at a significant 10%.
"I would think sometimes that I found our company lacking in certain things which I saw the younger starters were doing much better than us, especially in digital marketing and digital sales," Bahl revealed. He highlighted that 71-72% of Veeba's revenue still comes from general trade (kirana shops), with 10% from modern trade and another 10% from B2B. Inspired by the new entrepreneurs, he focused on boosting online sales and now proudly states that Veeba is a category leader on major e-commerce marketplaces.
Fame, Family, and Learning from Failure
The public admiration since the show's release is something Bahl is still getting used to. "I still get embarrassed to be honest, if someone comes and asks me for a selfie," he confessed, especially when he is with his two young sons, aged 14 and 11. While he finds it awkward, he has learned to appreciate the gesture as an act of love from the audience.
His entrepreneurial journey hasn't been without setbacks. He recalled a major product launch—a premium nutrition brand he created for his children—that led to significant losses. The failure made him overly cautious for a time, causing him to miss safer opportunities. "That setback... stopped me from taking a lot of other opportunities which were much safer," he said. However, with his most recent brand launch meeting consumer love and success, he is actively working to overcome that ingrained fear of risk.
Advice for Founders: Product Over Persona
Drawing from his experience as both an investor and a founder, Bahl pointed out a common mistake FMCG founders make on the show: falling too deeply in love with their own idea and ignoring market realities. He used his own failed product as an example, where an insistence on premium quality led to a price point of ₹300 for 200 grams, which the market rejected.
As a 'Shark,' Bahl said he looks for founders with exceptional products. "For me, product always is very important... a good product can find the market," he stated, adding bluntly, "Veeba is bigger than Viraj. So, the product is always bigger than the founder."
His twofold advice for first-time entrepreneurs is to focus intensely on details and to develop resilience. Quoting Shah Rukh Khan, he said, "Picture abhi baaki hai." He emphasized that failure is part of the process and urged entrepreneurs not to take everything too seriously. "The only advice I would have given myself is don't take everything so seriously. Chill a bit in life," Bahl reflected.
On a personal note, while his kids get excited seeing him on TV, Bahl's primary wish for them is happiness, whether they choose to join the business world or not. If they ever wish to run Veeba, he says they will have to "doubly prove themselves." For now, he's embracing the journey, lessons, and even the occasional embarrassing selfie request that comes with being a Shark.
