Viraj Hede, the founder of Toffee Doodle, has always had an undeniable passion for food. Graduating from IHM Hyderabad as a chef and later earning an MBA from Goa Institute of Management, he combined his culinary expertise with business acumen. His love for food, coupled with an innovative mindset, led him and his wife, Sameera, to establish Toffee Doodle in 2017.
Their journey began with a simple yet ambitious goal: to revolutionize the dessert market by introducing high-quality, long-shelf-life puddings without refrigeration or preservatives. This vision, although challenging, soon turned into an entrepreneurial success story.
The Birth of Toffee Doodle: A Game-Changer in the Dessert Industry
While the Indian food market is filled with numerous brands, the dessert and pudding segment lacked an organized and premium brand. Identifying this gap, Viraj and Sameera set out to create something entirely new. They wanted to offer a product that was not only delicious but also convenient, making premium puddings available to everyone, anytime, and anywhere.
The initial days were filled with extensive research and numerous experiments. Viraj started by testing different recipes in his college kitchen and selling his creations in the campus canteen. Over time, this small venture grew into Toffee Doodle, a brand now setting new benchmarks in the Indian dessert industry.
Overcoming Early Challenges and Innovating for the Future
Like any startup, Toffee Doodle faced significant challenges in its early days. One of the biggest obstacles was ensuring a long shelf life for a milk-based product without relying on refrigeration or preservatives. Initially, their puddings had only a seven-day shelf life, which limited their reach. However, after years of research and innovation, the brand successfully developed a 12-month shelf-stable pudding, making it a game-changer in the market.
Another major challenge was raising awareness about their product. Since they were pioneering a new category in both retail and the HoReCa (Hotel, Restaurant, Café) industry, educating consumers and businesses about the advantages of their pudding became crucial. By consistently engaging with customers and refining their strategy, they gradually built a strong market presence.
Core Values That Define Toffee Doodle’s Success
Toffee Doodle is built on three fundamental principles that have shaped its success:
- Uncompromising Quality and Taste – Each pudding is crafted using premium ingredients to ensure an indulgent experience in every bite.
- Branding and Packaging Excellence – The brand places immense importance on aesthetics, ensuring that their packaging reflects the premium nature of their products.
- Customer-Centric Approach – Actively listening to feedback, Toffee Doodle continuously refines its offerings to meet consumer preferences.
With these core values, Toffee Doodle has carved a niche for itself in the Indian dessert industry, earning recognition and loyalty from a growing customer base.
Staying Motivated Through Challenges and Failures
Entrepreneurship is a journey filled with ups and downs, and for Viraj, staying motivated during tough times has been essential. The drive to continuously improve and innovate keeps him pushing forward. Moreover, the bigger vision of making Toffee Doodle a global dessert brand fuels his determination.
Additionally, surrounding himself with a passionate team that believes in the brand’s mission ensures that challenges are met with optimism and resilience. Failures, rather than being setbacks, are viewed as valuable learning experiences that pave the way for future success.
A Groundbreaking Achievement in the Food Industry
One of Viraj’s most significant achievements has been developing India’s first pudding brand with a 12-month shelf life, free from preservatives or refrigeration requirements. This breakthrough not only sets Toffee Doodle apart but also establishes it as a pioneer in the industry.
Furthermore, while no other company in India currently offers a similar product, Viraj anticipates that competitors will eventually enter the market. However, he sees this as an opportunity to expand the pudding category, making it a household favorite across the country.
The Role of Innovation in Staying Ahead
Innovation is the backbone of Toffee Doodle’s success, and Viraj ensures that the brand remains at the forefront of the industry through strategic initiatives:
- Customer Feedback-Driven Improvements – Actively engaging with consumers allows the brand to evolve based on real needs and preferences.
- Technology-Driven Solutions – The unique shelf-stable pudding technology is a testament to their commitment to innovation.
- Strategic Growth Plans – Rather than expanding hastily, Toffee Doodle focuses on steady and sustainable growth by forming strong distributor relationships and key partnerships.
By maintaining a balance between product innovation and market expansion, the brand continues to thrive in an increasingly competitive industry.
Leadership and Teamwork: The Driving Force Behind Success
Leadership at Toffee Doodle is rooted in empowerment and collaboration. Rather than merely delegating tasks, Viraj believes in leading by example and working alongside his team. This hands-on approach fosters a culture of accountability and enthusiasm, ensuring that every member feels invested in the brand’s success.
Furthermore, maintaining clear communication through regular team meetings ensures alignment with the company’s vision. Encouraging proactive thinking and decision-making empowers employees to take ownership of their roles, fostering a highly motivated work environment.
The Power of Networking in Building a Thriving Business
Viraj firmly believes that networking plays a crucial role in business growth. Some of Toffee Doodle’s most significant opportunities have emerged through strategic relationships. Strong connections with clients, alma mater networks, investors, and mentors have provided invaluable insights and growth avenues.
For aspiring entrepreneurs, Viraj emphasizes the importance of building genuine relationships, being open to collaboration, and offering support to others in the industry. Success in business is not just about individual efforts but also about leveraging collective knowledge and experiences.
Scaling Up While Maintaining Quality and Customer Satisfaction
Toffee Doodle’s expansion strategy is rooted in three key elements:
- A Robust Distribution Model – Partnering with reliable distributors ensures smooth market penetration while maintaining financial stability.
- Stringent Quality Control Measures – Every batch of pudding undergoes rigorous checks to meet high standards.
- Strategic Market Expansion – Instead of rapid scaling, Toffee Doodle prioritizes growth in key markets before broader expansion.
This meticulous approach allows the brand to maintain its commitment to quality while reaching a wider audience.
Maintaining Work-Life Balance Amidst a Growing Business
Despite the demands of entrepreneurship, Viraj ensures that he maintains a work-life balance. Spending quality time with family, traveling to inspiring destinations like Kashmir and Himachal Pradesh, and immersing himself in music and art help him rejuvenate. These activities provide creative stimulation while preventing burnout, allowing him to return to work with renewed energy and perspective.
Advice for Aspiring Entrepreneurs
Viraj offers valuable insights for those looking to venture into entrepreneurship:
- Start small but think big – Take the first step without waiting for perfection.
- Consistency is key – Continuous effort leads to long-term success.
- Expect challenges and embrace resilience – Setbacks are inevitable but should be viewed as learning experiences.
- Build a strong network – A supportive team and mentors can make all the difference.
- Stay customer-focused – Solving real problems will naturally drive success.
The Future of Toffee Doodle: A Bold Vision
Looking ahead, Toffee Doodle aims to capture 10% of the market share by 2030, expanding its presence to 1 lakh stores and restaurants across India. Additionally, the brand plans to introduce innovative pudding variants and flavors to enhance its dessert portfolio.
By focusing on strategic partnerships, relentless execution, and an unwavering commitment to quality, Viraj is determined to establish Toffee Doodle as a leading dessert brand in India and beyond.
Conclusion
Viraj Hede’s entrepreneurial journey is a testament to perseverance, innovation, and vision. Through Toffee Doodle, he has not only created a unique product but also redefined the way people perceive and consume puddings. As the brand continues to grow, its impact on the dessert industry is bound to be remarkable, setting new standards for quality and convenience in India’s ever-evolving food market.
