WoW Momo appoints Mithun Appaiah as CEO

The QSR brand WoW Momo Foods has appointed Mithun Appaiah as the CEO of their FMCG business. 

He holds an MBA in Business Administration and Management from IFIM Business School Bangalore.

Appaiah has 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.

Over the last two decades, he has worked across verticals with brands like Nestle, UB Group, and Britannia and has also been instrumental in building brands like ID Fresh foods and Sumeru.

Prior to this appointment, Appaiah was the CEO and Executive Director at Innovative Foods Ltd, makers of the brand Sumeru.

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’’.

In his new role, Appaiah will use his expertise across brands and roles to build an FMCG vertical with 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. WoW has already launched the Momo range across select channels and the results are very encouraging.

Sagar Daryani, Co-Founder and CEO of WoW Foods, 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 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”.

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