Bollywood Actress Anushka Sharma Invests In D2C Snack Brand Slurrp Farm

Children-focussed snack brand, Slurrp Farm has recently raised an undisclosed investment from Anushka Sharma. 

As per the deal, Sharma will join Slurrp Farm’s parent company, Wholsum Food as a brand ambassador and support the brand and its sister companies that will be launched by the parent company soon. 

Founded in 2016 by Meghana Narayan and Shauravi Malik, Wholsum Food, parent company of Slurrp Farm, offers a range of healthy snacks for children. It is reported to have recorded INR 55 Cr of the annual run rate (ARR) in FY 2021. It further aims to reach INR 150 Cr ARR in FY22. 

Slurrp Farm’s parent company, Wholsum Food sells its products through its website and other platforms including Amazon, BigBasket, FirstCry, and Swiggy Instamart amongst others. It has a presence in India, the UAE, US, and UK. 

The current investment follows Slurrp Farm’s $7 Mn funding round announced in February 2022. The round saw participation from Investment Corporation of Dubai (ICD) and its existing investor, Fireside Ventures. 

Slurrp Farm had earlier reported having grown 10X between June 2020 and December 2021. 

In 2020, Slurrp Farm had raised $2 Mn in Series A funding round from VC fund Fireside Ventures.

Prior to this, Slurrp Farm raised $1 Mn in a Pre-Series A round in 2018. The round saw participation from investors including Info Edge’s Sanjeev Bikhchandani, Central Square’s Ashish Dhawan and Fabindia’s Aditya Ghosh. 

Recently, D2C snackmaker Happilo secured $25 Mn from Motilal Oswal Private Equity (MOPE). Deloitte acted as an advisor to Happilo for this deal. 

Founded in 2016 by Vikas Nahar, Happilo is an omnichannel healthy snack brand that provides an array of food products including dry fruits, trail mixes, nut protein bars and muesli to customers. 

In January 2022, D2C food startup iD Fresh Food raised INR 507 Cr ($68 Mn) in a Series D funding round led by NewQuest Capital Partner and Premji Invest. It counts Sequoia Capital, Bennett Coleman and Co Ltd, and Helion Venture Partners as its investors. 

Founded in 2005 by PC Musthafa, Abdul Nazer, Shamsudeen TK, Jafar, and Noushad TA, iD Fresh Food sells its food products including dosa and idli batter, and other food items in India and other countries. 

According to a Statista report, the Indian snack market reached $5.57 Bn in 2020 as compared to $6.25 Bn in 2019. The market is estimated to reach almost $13 Bn by 2026.