Tiger Global-backed WoW Momo Foods has announced the appointment of Mithun Appaiah as the CEO of its FMCG business. Prior to the move, Appaiah was the CEO and Executive Director at Innovative Foods, makers of the brand Sumeru.
In his new role, Appaiah will use his expertise across brands and roles to build an FMCG vertical with innovative categories across Momo’s, sauces, noodles, beverages, and many more.
He will also focus on creating a vertical for select global markets where the branded range of WoW would be marketed.
Appaiah has experience spanning across the spectrum of marketing, sales, key account management, customer marketing, business development, SCM, R&D, P&L management, developing new business channels, E-commerce, and start-up acceleration.
Over the last 2 decades, he has worked across verticals with leading brands like Nestle, UB Group, and Britannia and has also been instrumental in building brands like ID Fresh foods and Sumeru.
Commenting on his new role as CEO, Appaiah said, “WOW is a loved brand and has created huge consumer equity across the food vertical. I am excited to work with amazing people with the right vision and clarity to build a full-stack FMCG business under the brand WOW. This entrepreneurial journey of creating an FMCG vertical from scratch is what excites me the most’’.
Sagar Daryani, Co-Founder and CEO of WoW foods Pvt Limited said, “At WoW Momo’s fast-food restaurants, we have been able to make Momo’s the all-time food. With our foray into FMCG, our aim is to make this food of all times, available to you all the time. For us FMCG is going to be the anchor of our next phase of growth; to take us from a share of cuisine to a share of stomach and leapfrogging to a share of grocery. We are confident that having crafted and led growth stories with different kinds of FMCG brands, Mithun is a perfect fit. From Agility of strategy to nimble footed execution, Mithun fits the role as the captain of our new ship seamlessly”.
He holds an MBA in Business Administration and Management from IFIM Business School Bangalore.
