WickedGud

WickedGud is a health-focused D2C food brand offering guilt-free alternatives to traditional junk food, using grains, pulses like chickpeas and lentils, and innovative technologies such as steaming and convection air drying (SCAD) for maida-free, palm oil-free products.

Core Products and Services

• Maida-free pasta and noodles: Made from multigrains, chickpeas, lentils, and rice offering high-protein, high-fiber alternatives

• Instant and cup noodles: Including Korean-flavored variants and quick-cook formats

• Ready-to-cook snacks and meals: Chips, chocolate spreads, and other indulgent products with no added sugar or chemicals

• Guilt-free food alternatives: Using innovative technologies like steaming and convection air drying (SCAD) for palm oil-free, preservative-free products

Business Model and Revenue Streams

• Omnichannel distribution: Direct-to-consumer via website (40% online), e-commerce platforms (Amazon, BigBasket), quick-commerce (Blinkit, Zepto, Swiggy Instamart), and 2,500+ retail outlets including Reliance and DMart (50% topline)

• Repeat purchase model: Positioned as everyday indulgence for Gen Z and Gen X consumers seeking convenient, healthy comfort foods

• Category expansion: Growth through high-velocity categories like cup noodles, chips, and ready-to-eat formats to increase scale and repeat sales

• Premium positioning: Health-conscious pricing strategy targeting consumers willing to pay for nutritionally superior junk food alternatives