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Nutrition brands aimed at kids are gaining traction
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Children-focused nutrition brands also seem to be doing well as new-age mothers increasingly obsess about their health
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When Rohit Anand founded Adthera Consumer Brands and launched nutrition supplements in the form of Gummy Bears in November 2020, he was sharply focused on children as his target consumer. Brand Zingavita was born after he saw how Gummy Bears fruit-flavoured gum candies with goodness of multivitamins and minerals did so well in Europe and the US and were lapped up by children back home when he got them from his foreign travels. But he soon realized that nutrition candies alone could not make his business viable. Last month, he added healthy breakfast for kids millet and oats muesli and a chocolate-orange peel muesli.
Kids nutrition gets a boost with growing focus on health
February 19, 2021
Parents were not only seeking more nutritious options for their kids but also for themselves - Getty Images/iStockphoto
Parents were not only seeking more nutritious options for their kids but also for themselves - Getty Images/iStockphoto×
Start-ups Slurrp Farm, Adthera Consumer scaling up production and R&D investment to tap this segment
Start-ups focussing on nutritious offerings in the kids space are witnessing rapid growth in pandemic times with Indian consumers’ heightened focus on health and immunity-boosting offerings.
Players such as Slurrp Farm and Adthera Consumer Brands have also raised funds in the past few months to increase investment in R&D and scale up their distribution as well as production capacities to tap into this fast-growing segment. Bigger packaged food firms are also eyeing a share of this fast-growing segment.
[Funding alert] Children s nutrition brand Zingavita raises Rs 3 Cr from Anicut Angel Fund
The Chandigarh-based D2C brand said it will be investing the money to raise awareness and create an exciting and engaging category in the kids nutrition space.
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Adthera Consumer Brands, which owns and operates
Zingavita, a children s nutrition brand which is into the business of food supplement for kids, has raised
Rs 3 crore in an angel funding led by
Anicut Angel Fund.
We are very delighted with the support we have received from Anicut Capital, it is indeed a great endorsement of the idea and the space which we have chosen to be in. We will be investing this money to raise awareness and create an exciting and engaging category in the kids nutrition space. As a D2C brand, we are very excited to talk to parents and children through the new age digital platform,” said Rohit Anand, Co-founder, Adthera Consumer Brands.
IT services major Infosys on Thursday said it will invest an additional $ 1 million (about Rs 7.2 crore) in ideaForge Technology, a UAV systems manufacturing company. In 2016, Infosys had announced investing in ideaForge, an Indian start-up focused on unmanned aerial vehicle or UAV solutions (drones)
Walmart-owned Flipkart on Thursday said it has partnered with Maharashtra Small Scale Industries Development Corporation and Maharashtra State Khadi & Village Industries Board to bring local artisans and small as well as medium businesses into the ecommerce fold. The partnership under Flipkart Samarth programme will enable Maharashtra s local artisans, weavers, craftsmen and smaller industries to showcase their hallmark products like Khadi, Paithani sarees, wooden toys, handmade artefacts, jewellery and paper products, purses and other key handicraft products to customers across the country, a statement said.
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