Mithun Appiah to helm Wow! Consumer

To strengthen Wow! Momos consumer foray, the company has appointed FMCG veteran Mithun Appaiah. In a Linkedin post, Mithun shared the latest update.

Mithun has worked earlier with Nestle, Pernod Diageo and Brittania. Since 2015, he was Vice President – ID Foods for India and the Middle East where he led several marketing initiatives to made ID foods a household name. It was at this time that ID batter got into several pantries across South Indian kitchens. In 2017, he joined Sumeru Foods as CEO where he turned around the brand & organisation for the first time consecutively for two years in it’s twenty years of operations. Sumer manufactures and sells frozen meat items across several thousand retail stores.

Wow! Momos operates three verticals currently with a large network of QSR format stores under the same name. To capitalise on Indian’s love for chinese food – the second most popular cuisine in the country, the company launched Wow! China. Later, the company added another vertical, Wow! Chicken to taken in the likes of KFC, Meat & Eat, etc. with friend chicken varieties. Most recently, the company launched an umbrella QSR format – Wow! Eats to bring synergies across all the 3 formats.

Meanwhile, the company also initiated a Ready to Eat Momo consumer product – Wow! Instant which can be easily prepared at home. It is for this vertical, perhaps that the company has chosen Mithun Appaiah to lead. The RTE market in India is estimated to be over USD 60 Bn in 2023. From ITC to HUL to hundreds of regional brands, there are several players across categories in this industry.