9Unicorns leads seed investment round in nutrition company TruNativ

NEW DELHI: 9Unicorns has recently led the seed funding round in TruNativ, a “smart nutrition” company dedicated to empowering health and fitness enthusiasts with affordable and healthy food abd beverage options.

In a market where processed and unhealthy food products have become so common, TruNativ aims to create more transparent, nutritionally balanced, and healthy alternatives for people who care about nature and health. Other co-investors include Ashutosh Valani and Priyank Shah, co-founder, Beardo, Anshul Punhani, Ex-CMO, Monster and Vikas Bagaria, Founder, Peesafe.

TruNativ’s founder, Pranav Malhotra, completed his graduation from Mumbai University and went on to study Entrepreuership Essentials from the Harvard Business School. On the back of its FMCG products directly drawn from nature with minimum processing, TruNativhas hopes to revolutionize India’s health and nutraceutical space. The company is inspired by the Government’s vision of providing holistic nutrition to Indians under its POSHAN Abhiyaan. The brand is also committed to ensuring that the customers gain transparent access to the ingredients that actually go into the making of its healthy, purely natural range of products.

In a statement, Malhotra said, “It’s time that Indian consumers know what they are consuming before they consume it. Today, people are more critical of the ingredients when they buy food products. They are walking away from preservatives, chemicals, and unnatural products. TruNativ is an effort to provide a range of clean and nutritious offerings in FMCG product formats, with ingredients that are natural.”

Malhotra has been expanding his family business achieving a Y2Y growth rate of over 700% in the nutraceutical space.

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“Health and environment conscious individuals in India are increasingly looking to consume the F&B options that are not only healthy, nutrition-laden, and natural in terms of their constituent ingredients but also sourced and processed in a way that doesn’t harm the environment. Take a look, for instance, at products containing whey protein that are gaining increasing popularity, with the whey protein industry, projected to reach $3.03 billion by 2023,” said Apoorva Ranjan Sharma, MD & Co-founder – 9Unicorns, in a statement.

TruNativ is a D2C business that sells its products through its website and other e-commerce portals. Moving forward, it aims to expand its footprint by selling through retail stores, supermarkets, and malls across the country. The company is also focusing on building its network of influencers including gym trainers, nutritionists, yoga trainers, and rolling out referral and loyalty reward programs to bolster its market presence in the coming years.

“India’s F&B market is currently witnessing a burgeoning demand for healthy, chemical-free, and instant-mix food products. On the back of its range of products, TruNativ is equipped to meet this demand while establishing its leadership position in this space,” said Anshul Punhani, Ex-CMO, Monster in a statement.

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