Bollywood actor Ranveer Singh has acquired a 50% stake in Elite Mindset, a packaged foods startup backed by Kishore Biyani. Nikunj Biyani, Singh’s nephew, and Think9 Consumer Technologies own the remaining stake.
Elite Mindset to expand into biscuits, protein powder
“We see an opportunity to build a brand in the better-for-you packaged foods space with accessible and affordable protein-based products,” Nikunj Biyani said, while talking to ET. Elite Mindset will focus on protein bars under the label SuperYou, expanding into biscuits, protein powders, and breakfast cereals.
Continue Exploring: Fragrance sales defy economic downturn; grow 12% in 2024, outpacing FMCG
The venture has received an initial seed investment of INR 50 crore. Ranveer Singh stated, “I wanted to enable protein consumption in simple and affordable ways for Indian consumers.” This investment adds to Singh’s portfolio, including Sugar Cosmetics, BoAt, and Epigamia.
Healthy snacking market grows 1.2X faster
India’s healthy snacking market is growing rapidly, with “smart snacking” increasing 1.2 times faster than traditional snacks, according to NielsenIQ. Sonika Gupta, executive director, said, “One in five snacks now has a health connotation in India; health-conscious consumption growth is fueled by innovations in small, affordable, and nutrient-rich products.”
Meanwhile, the trend of celebrities investing in companies is gaining momentum. Recent examples include Alia Bhatt in SuperBottoms, Sachin Tendulkar in Spinny, and MS Dhoni in Shaka Harry.
Continue Exploring: DCGI to meet cosmetic brands’ representatives over regulatory issues
Some investments have yielded significant returns. Ayushmann Khurrana’s angel investment in The Man Company saw a 400% return after Emami acquired full ownership.
Ranveer Singh’s investment in Elite Mindset reflects the growing demand for healthy and affordable food options in India. As Nikunj Biyani noted, “We’re excited to build a brand that makes a difference in people’s lives.”
With Think9‘s existing portfolio including Sorrentina, Smartsters, Kingdom of White, Beauty in Everything, and The Good Bug, Elite Mindset is poised for growth in the packaged foods market.
The development highlights the increasing focus on health-conscious consumption and the role of celebrity endorsements in shaping consumer preferences. As Sonika Gupta emphasised, “63% of consumers surveyed said they would opt for healthy snacking, while 50% read ingredient labels to understand nutritional values.”