Key Highlights- 

  • Bollywood actress Anushka Sharma will join Slurrp Farm’s parent company, Wholsum Food as a brand ambassador. 
  • Wholsum Food, the parent company of Slurrp Farm, sells its products through its website and other platforms including Amazon, BigBasket, FirstCry, and Swiggy Instamart. 
  • As per the report, Slurrp Farm have recorded INR 55 Cr of the annual run rate (ARR) in FY 2021 and it aims to reach INR 150 Cr ARR in FY22

Recently Anushka Sharma has undisclosed invested in a Children-focussed snack brand, Slurrp Farm. According to the deal, the Bollywood actress will join Slurrp Farm’s parent company, Wholsum Food as a brand ambassador and support the brand and its sister companies that will be launched soon.  

Wholsum Food was Founded in 2016 by Meghana Narayan and Shauravi Malik the parent company of Slurrp Farm, which offers a range of healthy snacks for children. As per the report, it has recorded INR 55 Cr of the annual run rate (ARR) in FY 2021. Further, it aims to reach INR 150 Cr ARR in FY22. 

Wholsum Food sells its products through its website and other platforms including Amazon, BigBasket, FirstCry, and Swiggy Instamart amongst others. Currently, it has a presence in India, the UAE, the US, and the UK.  

The investment follows a $7 million funding round announced by Slurrp Farm in February 2022. Investment Corporation of Dubai (ICD) and its existing investor, Fireside Ventures are the participants of the round. 

According to an early report, Slurrp Farm has grown 10X between June 2020 and December 2021. 

A Series-A funding round of $2 Mn was raised by Slurrp Farm from VC fund Fireside Ventures in 2020. In 2018, Slurrp Farm had raised $1 Mn in a Pre-Series A round. Investors including Info Edge’s Sanjeev Bikhchandani, Central Square’s Ashish Dhawan and Fabindia’s Aditya Ghosh were the participants of the round. 

D2C snackmaker Happilo secured $25 Mn from Motilal Oswal Private Equity (MOPE) recently. For this deal, Deloitte has acted as an advisor to Happilo. Founded in 2016 by Vikas Nahar, omnichannel healthy snack brand Happilo provides an array of food products including dry nut protein bars, fruits, trail mixes and muesli to customers.

D2C food startup iD Fresh Food raised INR 507 Cr ($68 Mn) in a Series D funding round led by NewQuest Capital Partner and Premji Invest in January 2022. Sequoia Capital, Bennett Coleman and Co Ltd, and Helion Venture Partners are its prime investors. 

iD Fresh Food sells its food products including dosa and idli batter, and other food items in India and other countries. It was founded in 2005 by PC Musthafa, Abdul Nazer, Shamsudeen TK, Jafar, and Noushad TA. 

According to a report by Statista, the Indian snack market reached $5.57 Bn in 2020 as compared to $6.25 Bn in 2019. It is estimated that the market will reach almost $13 Bn by 2026. 

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