Why can’t Delhi-NCR produce Tasty?
Buzfeed’s food brand Tasty is leading the charge in generating a revenue of INR 1800 crores. It does by selling branded products through retail stores and licensing. It sells Tasty cookware exclusively at Walmart. It also sells a line of Tasty-branded ice cream flavors . It is a success story.
It started as a social media channel for overhead instructional videos. It is present on Instagram, Facebook and Youtube. Most of the videos were branded content, pulling in more than a billion views. In two years it became the most profitable and fastest growing revenue source for Buzzfeed.
Indian social media is replete with such videos. Online networks such as Indian Food Network by Ping Digital and Delhi’s Eat Treat are two online brands. Neither have built a similar offerings such as Tasty. There is still a room for a brand, which focuses on mobile videos to be Tasty of India.