From a Personal Craving to a Purpose-Driven Brand 

At just 23 years old, Anuva Kakkar, the founder of Tiggle based in Agra, has successfully  created a direct-to-consumer organic hot chocolate brand that marries exquisite taste  with the empowerment of farmers. What started as her personal desire for high-quality  

hot chocolate has blossomed into a thriving venture, selling over two lakh cups and  supporting organic cocoa farmers in Tamil Nadu, while also providing employment  opportunities for women impacted by the COVID-19 lockdown. 

Growing up in Agra in an upper-middle-class family, Anuva’s father ran a small business  and her mother worked as a banker. After graduating with a degree in business  administration from Banasthali University in 2019, she took a job at Urban Company in  Gurugram. It was during this early phase of her career that the concept of Tiggle began  to take form. 

As a passionate hot chocolate lover, Anuva discovered that a single cup from a café  could cost nearly ₹200, making it more of an occasional treat than a daily pleasure. Her  attempts to make hot chocolate at home highlighted a significant gap in the market — the lack of good-quality, affordable hot chocolate mixes in India. She also observed that  retail shelves were predominantly filled with tea and coffee, with little innovation in the  hot beverage sector. 

Testing the Waters 

Rather than seeking feedback from friends, Anuva opted to test her concept with  strangers. Armed with a large jar of her homemade hot chocolate, pamphlets, and  disposable cups, she set up a temporary stall outside the DLF Phase-3 metro station in  Gurugram, selling cups for ₹30 each. 

Despite facing initial refusals from shop owners, a local biryani vendor kindly allowed 

her to sell for a short period. To her delight, she sold out all 25 cups within an hour,  gathering invaluable direct feedback from customers. Motivated by this response, she  continued her daily sales and soon secured a partnership with a kiosk inside the metro  station. Rising early at 4–5 am, she prepared fresh hot chocolate, supplied it to various  kiosks, and collected feedback and earnings each evening. 

The demand quickly escalated from two litres a day to nearly 10–12 litres within a  month. However, Anuva soon realised that selling prepared beverages was not a  sustainable model. This led to a pivotal decision — to create a premium hot chocolate  powder with clean, minimal ingredients. 

Building Tiggle Amidst the Pandemic 

By early 2020, Anuva began formulating her hot chocolate mix and reached out to cafés  across Himachal Pradesh for trials. The onset of the pandemic temporarily stalled her  plans but also provided her with the opportunity to enhance her skills in digital  marketing, packaging, and online sales. 

Over several months, she sampled cocoa from nearly 50 farms across India before  partnering with a 40-acre family-owned certified organic cocoa farm in Pollachi, Tamil  Nadu. The farm’s commitment to consistent quality, chemical-free farming, and careful  fermentation and drying processes resonated with Tiggle’s mission. 

Today, Tiggle offers three premium variants — Light Hot Chocolate Mix, Dark Hot  Chocolate Mix, and Jaggery Hot Chocolate Mix — crafted from both natural and Dutch processed cocoa. Monthly cocoa sourcing has surged from 5–10 kg to nearly 500 kg,  reflecting the growing demand. 

Scaling with Purpose 

Launched in January 2021, Tiggle initially concentrated on direct-to-consumer sales  through its own website, bolstered by digital advertising and community engagement.  The brand has since expanded its reach to marketplaces like Amazon and Flipkart. 

What began as a solo venture in Anuva’s backyard, with assistance from her mother,  has now evolved into a team of 12, including five women employed in the  manufacturing unit who had lost their jobs during the lockdown. 

Looking forward, Tiggle aims to increase its manufacturing capacity, introduce new  flavours, and seek external funding. With a steadfast commitment to quality,  sustainability, and affordability, Anuva’s vision is clear — to elevate hot chocolate to the  everyday status enjoyed by tea and coffee in Indian households.