Cricketer Yuvraj Singh Invests In F&B Startup Greto

Former Indian cricketer and entrepreneur Yuvraj Singh has invested an undisclosed amount in Delhi NCR-based startup Mahu Tasty Foods’ food and beverage brand Greto. 

As part of the deal, apart from being a stakeholder in the brand, Singh will also support it in its promotional activities, the startup said in a statement.

Founded in March 2023 by Sanchit Tyagi, Divyanshu Rao, and Abhishek Rao, Greto’s portfolio consists of 40 products, including probiotic drinks, natural ice cream, fruit yogurt, and snacks.

Commenting on the investment, Singh said, “I am happy to join Greto as a promoter and investor. My journey in the world of sports has taught me the importance of dedication, perseverance, and teamwork and I can see all these values resonate strongly with what Greto represents. ” 

Greto said it plans to use the fresh funds to set up a franchise network across the country. It is aiming to set up 100 Greto franchises in the next 6-12 months in major Indian states, including Punjab, Himachal Pradesh, and Rajasthan, starting with Delhi NCR. 

Commenting on the company’s expansion plans, Abhishek Rao, cofounder of Mahu Tasty Foods, said, “We have invested substantial time and effort in studying market conditions, identifying trends, and pinpointing opportunities that resonate with our brand. This has allowed us to chart a way forward that not only capitalises on current market dynamics but also positions Greto as a frontrunner in the industry.”

The startup said it is also actively seeking funding to further grow and expand the Greto brand.

With the number of startups in the country growing exponentially over the last few years, a number of cricketers, actors and other celebrities have been investing in them. Singh is an active investor in the Indian startup ecosystem. He has also invested in startups like Healthians, JetSetGo, Sports365, Wellversed, and Upswing. 

Among other celebrities, Deepika Padukone recently invested an undisclosed amount in specialty coffee brand Blue Tokai Coffee Roasters.

In June, Shikhar Dhawan joined an omnichannel snack brand TagZ Foods as an investor and brand ambassador. Another Indian Cricketer Hardik Pandya invested in a kids’ footwear startup Aretto in August 2023.

As per Inc42 analysis, the Indian food and beverages market commands a 27% share in the Indian D2C space and is expected to grow to $68 Bn by 2030.

Note: We at Inc42 take our ethics very seriously. More information about it can be found here.