BrownWall Food Products, a rising player in India’s premium food and snack industry, has announced the appointment of Meraj A Shaikh as Director – Sales Export & Alternate Channel. With over 14 years of rich experience across institutional sales, export markets, and alternate channels, Meraj brings deep industry insight and a strong track record of launching and scaling brands across domestic and international markets.

A ground-up journey rooted in persistence

Meraj’s professional journey is nothing short of inspiring. From humble beginnings as a hotel steward, he made his way to Mumbai, where he began to build a versatile sales career with reputed companies including Philips, ITC, and Jubilant Food Works.

“In the early years, I worked across multiple retail-driven channels,” Meraj recalls. “Since 2018, however, I shifted my focus towards institutional sales and exports, especially in categories that required less reliance on high returns or costly retail setups.”

This strategic pivot led him to work with brands such as Smart Snacks, where he explored non-traditional distribution avenues including airports, vending machines, airlines, tuck shops, and corporate cafeterias. His association with entities like Sodexo, Compass Group, and JLL enabled him to cater to the evolving needs of institutional clients and scale niche B2B businesses.

Unlocking alternate channels and strategic export growth

“Alternate channels, when executed right, offer stable, long-term partnerships,” explains Meraj. “Unlike general or modern trade, where you are constantly navigating listing fees, shelf placements, and high RTVs (Return to Vendor), institutional clients value consistency. It’s about problem-solving for them, not just selling a product.”

His impact in the transportation and travel food sector is particularly notable. Meraj successfully launched brands across major airports under platforms like TFS (Travel Food Services) and Lite Bite, and even placed products with IRCTC. He recounts a specific case at Reliance Jio-BP petrol pumps, where he launched snacking products that consistently sold for 16 days in 30–40°C temperatures—a testament to his ability to combine operational execution with brand visibility.

In recent years, Meraj has expanded his expertise to international markets. His initial export ventures were with Nepal, Bhutan, and later Dubai, entering the Gulf Cooperation Council (GCC) market post-COVID-19 lockdowns.

“The GCC market evolves every year,” he explains. “One year it’s all about organic, the next year sustainable, then healthy snacking. To thrive there, you need to adapt constantly.”

His export exposure has since expanded to Malaysia, Singapore, and the Maldives, and has been extended through collaborations with merchant exporters in the UK, Mauritius, and SENA countries. A significant milestone was reached in 2023, when participation in Gulfood with Maha SEBI’s support helped him scale the brand’s global presence.

Taking BrownWall to the next frontier

At BrownWall, Meraj sees immense untapped potential.

“When I joined, the company was primarily focused on gifting,” he notes. “I saw an opportunity to expand beyond that—into general trade, e-commerce, and most importantly, exports and alternate channels.”

Under his leadership, BrownWall has already marked its presence across domestic e-commerce platforms like Amazon, Flipkart, and Blinkit, and is live on Amazon UAE internationally. The company has also onboarded retail export distributors, engaged in white labelling, and even provided third-party manufacturing for IRCTC and premium hotel chains.

A vision for innovation and cultural alignment

Despite the rapid expansion, Meraj remains grounded in a core mission: understanding market needs and building products that resonate culturally and nutritionally across geographies.

“In India, we love milk tea. But abroad, especially in the GCC, they prefer black tea with minimal sugar,” he says. “We are not just exporting products—we are adapting to cultures, and that’s where true innovation lies.”

His vision includes developing snack products infused with superfoods like millets, enhancing shelf life, and creating packaging solutions customized to consumer behaviours in each region.

“The world doesn’t always perceive Indian snack brands with high regard, especially in the FMCG export segment. We are changing that by offering healthy, premium, and culturally relevant alternatives,” he adds.

Brands and milestones along the way

Before joining BrownWall, Meraj played a pivotal role in several successful food brands such as Happilo International, To Be Honest (TBH), Green Snack Co., Theater Projects, Jubilant Food Works, and notable work with Pulse and other FMCG brands.

“Every brand taught me something unique,” says Meraj. “Whether it was about market entry, consumer psychology, or supply chain execution — I have carried those lessons forward.”

Gratitude and looking ahead

In closing, Meraj expresses deep gratitude to mentors, industry peers, and personal supporters who fueled his journey.

“I would like to thank the people who told me ‘Don’t’, as much as those who said, ‘You can do it’. Both pushed me,” he shares. “Special thanks to the Sheikh associations, purchasers, founders, and especially my family, who gave me the freedom to chase my goals.”

He adds, “This isn’t about me. It’s about building something valuable — using what I have learned, listening to consumers, and bringing the best of India to the world.”

With his appointment, BrownWall Food Products enters a dynamic phase of growth and international expansion. Meraj A Shaikh’s leadership promises a future built on innovation, strategic partnerships, and a bold vision for global presence.