Health Foods Startup True Elements Raises Rs 5 Cr from RPSG and Others
“Given that majority category buyers are still offline, it is only prudent for us to get into that space. We are surely going to get into offline, but with strong focus on cost-to-serve in these markets. However, we are predominantly a digital brand, and believe that technology would continue to be the mainstay of our business,” the startup said in a statement.
Health Foods startup True Elements (HW Wellness Solutions) has raised Rs. 5 Cr in their pre-series A round, led by the RP Sanjiv Goenka group along with participation from existing investors. Few additional investors also participated in this round. The firm had previously raised 1cr from Angel Investors in Jan 2015.
The capital has been raised primarily for New Product Development, Marketing and Go-to-market (Both digital and offline).
True Elements offers a range of snacks and natural supplements that are completely natural and inspired by grains and seeds consumed by our ancestors.
Founded by Puru Gupta and Sreejith Moolayil in 2014, True Elements is an extension of their vision to drive preventive healthcare in the country - making people conscious of their health before it is too late.
According to them, there was a dearth of reliable Indian brands offering natural and preservative free products, hence True Elements was born - that offers products that have a demonstrated health benefit beyond basic nutrition and flavours that appeal to modern palates.
In little over a year, True Elements has managed to break even operationally and established itself as a strong category leader in the key channels it operates in.
As per Sreejith, “We aim to be the most trusted Foods Brand in the country which is not only tasty but also healthy”.
The brand has so far predominantly been in the digital space. It currently sells mostly through digital marketplaces, apart from its own website www.true-elements.com.
According to Puru, "We are almost reaching the INR 1 Cr monthly net sales, and believe that the brand will reach a value of 100Cr in this calendar year itself. Given our focus areas of Snacks and Natural Supplements, we strongly believe that the value we are building is much more - its only a matter of focused execution from here on."