Cure.fit Spins Off Eat.fit As A Separate Vertical, Eyes Independent Funding

Curefit has said that its food vertical, Eat.fit will be an independent entity. The Bengaluru-based health and fitness brand said the move was necessitated due to “rising consumer demands.”  

With this transition, Eat.fit will have its own management team, funding and continue to sell on Cure.fit.

Cure.Fit’s move to hive off Eat.fit at a time when the cloud kitchens have taken a big hit due to the pandemic. In August, this year Cure.fit had locked down kitchens in over a dozen cities to focus only on Bengaluru, Hyderabad, and Coimbatore. In May and July this year the company had laid off, furloughed 1000 and 600 employees respectively. Eat.fit claims to have served over 1.5 Mn users to date.

Speaking to Inc42 earlier, cofounder Ankit Nagori said, “Two to three days after the lockdown, Eat.fit’s order volumes fell by 80%. Since then, it has been a very uphill fight. Supply chain disruptions were not the biggest reason for this fall, I think the overall sentiment around ordering in has gone down in the country.”  

Commenting on the transition, Mukesh Bansal, Cure.fit founder said,   “Making Eat.fit a separate entity will allow us to dedicate more time and resources in an efficient manner to make the business grow and deliver value to our consumers, and we hope that doing so can help us deepen our impact in the cloud kitchens and food delivery category in India.”

Founded in 2016 by Mukesh Bansal and Ankit Nagori, cure.fit caters to living a healthy life through four critical dimensions — eat.fit, mind.fit, cult.fit and care.fit. While cult.fit focuses on physical strength and fitness, eat.fit focuses on healthy and nutritious food, mind.fit on mental wellbeing and care.fit on integrated medical and lifestyle care.

According to Inc42Plus estimates, the projected market size of cloud kitchens is expected to reach $1.05 Bn by 2023. The report ads that cloud kitchens are usually dependent on platforms such as Swiggy and Zomato for delivery, awareness, reach and customer experience. Therefore, the major operational costs such as marketing, discoverability and delivery are being borne by these food aggregators. Some of the prominent cloud kitchen networks in India are Hoi Foods, Rebel Foods, Box8 and more.