About 19% Stake acquired by the FMCG Giant Emami in TruNativ
- ByStartupStory | March 7, 2022
FMCG company Emami Limited has acquired about 19% equity stake in the parent company of a nutrition-focused D2C FMCG startup, TruNativ- True Native F&B. As of now the amount hasn’t been undisclosed.
Emami’s strategy of making an entry into the D2C healthy food and beverage vertical, and TruNativ can be attributed. Most likely it will benefit from Emami’s decade-long presence and reach. It further goes without saying that post this equity acquisition TruNativ might go for an expansion.
TruNativ was founded by Mamta and Pranav Malhotra in the year 2019. It is a D2C smart nutrition startup which offers affordable and healthy food and beverage options for health and fitness enthusiasts.
TruNativ is currently working to build a network of influencers so as to run its referral and loyalty programmes while also working in line with the government’s POSHAN programme. The D2C startup is looking to sell its products through multiple channels, but its primary focus still remains online commerce.
Over the past few months, a rapid growth has also been seen by India’s D2C health foods segment. Power players like Amway and Herbalife, and startups like True Elements, Supply6, Trunativ, Auric, Wellbeing Nutrition, The Whole Truth, Zinga Vita, Kapiva among many others have been targeted to compete with the likes.
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