WoW Momo Foods, a QSR company, has chosen Mithun Appaiah to lead its FMCG division. 

Appaiah graduated first in marketing and has an MBA in Business Administration and Management from IFIM Business School in Bangalore. He has worked with well-known companies including Nestle, UB Group and Britannia over the past 20 years. He has also played a key role in the development of brands like ID Fresh Foods and Sumeru.

“An FMCG expert in Food and Beverage industry, Mithun Appaiah has rich experience spanning 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,” says the company.

Mithun Appaiah served as CEO at Innovative Foods, the company that created the brand Sumeru, prior to his appointment. High double-digit revenue growths, first-to-market launches, profitability, and improved distribution across channels were all achieved by the brand while he was in charge.

During his tenure as Vice President of ID Foods, the company experienced disruptive growth. The income and shop space increased during his tenure in just two years. Together with many other first-in-the-industry ideas, he also pioneered the expansion of retail in India and the United Arab Emirates, disruptive marketing, digital efforts, new channel development, and R&D.

Commenting on his new role as CEO, Mithun Appaiah shares, “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’’.

Mithun Appaiah will build FMCG vertical with cutting-edge categories encompassing Momo's, sauces, noodles, beverages, and many more using his expertise across brands and roles in his new position.

Sagar Daryani, Co-Founder and CEO of WoW foods comments, “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 lead 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”.

Appaiah has received numerous accolades from Nestle, Britannia, and UB companies for his achievements. He has also acted as a mentor for some start-ups in the consumer sector and for aspiring company managers.