The $30 Mn round was raised from OrbiMed, with existing investors like 100Unicorns, Rainmatter, Venture Catalysts, among others offloading their stakes through secondary transactions
In FY26, TruNativ claims to have recorded a revenue of ₹130 Cr, up 350% from around ₹37 Cr reported in the previous fiscal year
Founded in 2019 by mother-son duo Mamta and Pranav Malhotra, along with Eeshaan Merchant, TruNativ sells household nutrition products, including fibre and protein supplements
D2C nutrition focused brand TruNativ
has secured $30 Mn (₹290 Cr) in a Series B round from US-based investor OrbiMed.
The round, which comprised both primary and secondary transactions, saw existing backers including 100Unicorns, Rainmatter, Venture Catalysts, among others, completely exit the startup, cofounder and CEO Pranav Malhotra told Inc42.
Meanwhile, FMCG major Emami, which erstwhile controlled 19% stake in the startup, diluted its holding to 10%.
However, Malhotra shared that a bulk of the Series B round was a primary transaction.
The startup will utilise the fresh capital to expand its offline retail presence in Tier I and II cities by partnering with leading supermarket chains. Further, it will be exploring partnerships to expand in the HORECA (hotel, restaurant, and catering) segment, where it wants to place its supplements and sugar replacements in hotel rooms, conferences and restaurant menus.
It also plans to launch an innovation centre, “The Good Lab”, in Mumbai to enhance the R&D for its supplement stack, Malhotra said.
“We also offer our partnerships to businesses who are looking to integrate our products into their products as well through our ‘Mark of Good’ programme, where we help other businesses fortify their products with proteins since we hold technical expertise on this side. We will be looking to scale this business further,” he said.
Partners of this programme will also be able to utilise its R&D lab to innovate nutrition-led products.
Founded in 2019 by mother-son duo Mamta and Pranav Malhotra, along with Eeshaan Merchant, TruNativ sells household nutrition products like everyday cooking protein and water-soluble fibre sachets that can be mixed in doughs and other cooking ingredients.
The startup has also introduced collagen supplements recently, and will be looking to launch other vitamin-based supplements in the future.
In the near term, it is looking to expand into other categories of macro-nutrient supplements, including water soluble protein.
Its products are currently available across its website, quick commerce and ecommerce platforms.
Sales are divided equally across these fronts, Malhotra said. TruNativ services around 7-10 Lakh orders a month, with 45% of its sales coming from repeat purchases.
In FY26, TruNativ claims to have recorded a revenue of ₹130 Cr, up 350% from around ₹37 Cr reported in the previous fiscal year. As per the cofounder, the startup is on track to achieve a revenue of ₹200 Cr in the ongoing fiscal year (FY27).
In recent years, the nutraceutical and supplements space has become crowded owing to increased awareness of lifestyle diseases, promotion of macronutrient intake and rising incomes coinciding with busy schedules making balanced meals harder to achieve.
Protein supplements have been especially popular in India as consciousness among Indians about protein deficiency is increasing. While protein supplements were earlier marketed towards health enthusiasts and bodybuilders, everyday protein is now gaining traction among users across age groups.
According to IMARC group, the protein supplement market in India is anticipated to cross $1.5 Bn by 2033, growing at a CAGR of 6.6%.
In the sector, which is known for relatively higher average order values and customer stickiness, TruNativ competes with the likes of The Good Monk, SuperYou, The Whole Truth, Protein Chef, Cosmix, among others.
Source: Inc42 - Startups
