Interview with Amarpreet Singh Anand, Founder & CEO of Superfoods Valley

An exclusive interview with Amarpreet Singh Anand, Founder & CEO of Superfoods Valley, a nutrition and food tech company

In a world where the pursuit of healthier lifestyles has taken center stage, the role of nutrition and technology in shaping our dietary choices has become increasingly crucial. At the forefront of this evolving landscape is Amarpreet Singh Anand, the visionary Founder & CEO of Superfoods Valley.

As the driving force behind a nutrition and food tech company, Anand has embarked on a mission to redefine the way we perceive and consume food. Through innovative approaches that harness the power of technology, this interview sheds light on Anand’s journey, motivations, and the transformative potential of Superfoods Valley in revolutionizing how we nourish our bodies.

Can you tell us about your journey as an entrepreneur and what led you to start Superfoods Valley?

Amarpreet Singh Anand: My journey as an entrepreneur started when my wife and I were alarmed to find out that one of the key reasons for poor growth of our son, was lack of essential nutrients (Hidden Hunger). We realized that this impacts almost 80% of Indians & unfortunately – we don’t take enough action to solve for it.

I left a senior corporate job to start Superfoods Valley to build awareness about hidden hunger & help provide product solutions, which are easy to be implemented in daily life & can help plug the daily nutrition gap. Our vision is to “Make Nutrition Easy” for Indian families.

From Day 1, we were obsessed with bringing the best of science & deep consumer understanding to create solutions that are  holistic, clinically proven & have no bad ingredients. We are proud & lucky that highly experienced scientific community folks, professionals, investors, doctors & nutritionists were excited about our vision & have lent their support to us, which has helped in kick-starting our journey.

What inspired you to focus specifically on health food products?

Amarpreet Singh Anand: Superfoods Valley is a Nutrition and Food-Tech Company focused on “Making Nutrition Easy.” Our mission is to combat micronutrient deficiencies by offering unique product solutions and building awareness about nutrition gaps.

We realized that there’s growing awareness & concern about wanting to eat healthy or address the issue – but the challenge is that most of the products in the market were either “medicinal in format/usage” or “loaded with sugar/preservatives”. 

And then I remembered meeting a Mom, who said something which I will never forget in my life – “As a homemaker, i’ll spend close to 13 years of my life – preparing healthy meals for my family & i do it with love & passion – but what breaks my heart is that with the advent of fast food, quick service e-commerce etc. i tend to fail most of the times – because families like to order in/eat out etc.

There should be a magic wand in my hand – which i can use to smuggle nutrition to them, w/o these daily hassle – i need a hassle free, clean nutrition product”!

Inspired by this conversation, we went back to our roots & looked at how our moms have addressed this issue in their native style, “smuggling dry fruits/green veggies/ desi ghee etc” into our food forever. From these insights – we took the inspiration of launching Good Monk – India’s 1st range of Nutrition Mixes, which can be added to food (with no change in taste, smell or color)

What are some of the key products or offerings that Superfoods Valley provides?

Amarpreet Singh Anand: At Superfoods Valley, we combat hidden hunger and promote well-being through our Good Monk Nutrition Mix range and WhatsYourNIQ app. Our products “Good Monk for family” and “Good Monk Nutrition Mix for 50+” are carefully crafted blends of  Essential vitamins, minerals, clinically proven probiotics, fiber, lysine, ashwagandha & brahmi.

They vitalize the body and address nutritional needs based on age groups. The innovative WhatsYourNIQ app empowers consumers to make informed nutrition choices by providing valuable insights into their dietary intake and ensuring they meet their requirements.

We are dedicated to empowering individuals to take control of their health and make informed nutrition decisions for a healthier life.

How do you differentiate Superfoods Valley from other health food companies in the market?

Amarpreet Singh Anand: Every company has it’s unique story. And kudos to many founders – who are trying to do their bit to revolutionize this space in India.

At Superfoods Valley, we are focused on “Making Nutrition Easy”. As parents, we struggled through Covid times, were highly frustrated & loaded with guilt on how to deal with getting our families to eat healthy. So, we have used every ounce of our energy to create high quality, science backed, clean products that are highly effective in truly solving the nutrition gap for our families.

That’s the reason why we are scaling so well – having sold more than 3 Lac sachets in just 6 months & getting great consumer feedback. When we hear real stories of how Good Monk is helping multiple families – Improving their Gut, Energy, Immunity – that’s the most satisfying part. 

We also want to not only sell, but serve the consumers too- so we have invested in building a highly capable “Nutritionist Team” which is always available to guide our consumers to make more aware choices.

What steps do you take to ensure that your products meet the highest standards of health and safety?

Amarpreet Singh Anand: At Superfoods Valley, health and safety are paramount. We implement 150+ strict quality control measures, certified manufacturing facilities, and thorough testing to ensure our products meet safety guidelines and are contaminant-free.

We continually update processes for the latest advancements in food safety and quality assurance. All our products are compliant to FSSAI & RDA guidelines.

How do you stay up to date with the latest trends and developments in the health food industry?

Amarpreet Singh Anand: Staying updated with health food industry trends is crucial for innovation and customer satisfaction. We actively monitor research, collaborate with experts, and analyze consumer feedback to refine our offerings and remain at the forefront of the industry. Keeping up with trends ensures we meet evolving customer needs effectively.

How do you see the future of Superfoods Valley and the health food industry as a whole?

Amarpreet Singh Anand: We are scaling very well, having sold upwards of 3 Lac Sachets in roughly 6 months, with growth upwards of +30% month on month. Overall repeat sales are as high as 37%. We are very proud to see that Good Monk is earning great support from the nutritionist & doctor community . So, we see the next phase of our journey from an “idea” to a “movement” across India.

We imagine this future, that every household in India, will have a pack of Good Monk on their dining table & families will use it to plug their daily nutrition gap – effortlessly, with significant improvement in health.

What are your success tips for young and aspiring entrepreneurs?

• Follow your passion: Fuel your motivation by pursuing something you genuinely care about
• Embrace failure as a learning opportunity: Learn from mistakes and keep pushing forward
• Build the right team: Surround yourself with talented individuals who share your vision
• Stay open to learning: Seek knowledge, adapt, and be willing to pivot your strategies
• Focus on customer value: Create products or services that genuinely solve customers’ problems
• Perseverance and resilience: Stay determined in the face of challenges
• Network and collaborate: Build relationships and seek opportunities to grow together
• Maintain work-life balance: Take care of your well-being for long-term success and happiness

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