SUMMARY
Whole.Fit sells packaged foods with a focus on nutrition and health, said Curefit's food business head
It has a selection of around 500 SKUs in Bengaluru and other cities
The company plans to expand this to 10 cities in 2020
In yet another addition to its array of offerings, Curefit has started delivering grocery products and other healthy packaged food under its Eat.fit vertical.
Sachin K, business head, food, Curefit told Inc42 that the company is operating its own marketplace vertical called Whole.fit. Whole.fit will focus on a niche of clean-labelled and healthy packaged food items across multiple categories.
It offers a curated selection of packaged food from different brands as well as its private label. The Whole.fit section currently has over 500 SKUs spread across more than 20 food categories like staples and spices, breakfast cereals, instant foods, health supplements, snacks, beverages, sauces and spreads etc.
At present, Whole.fit is available in Bengaluru and is also being displayed as an option in New Delhi. “In 2020, we plan to expand our coverage across 10 cities of India with more than 3000 SKUs and over 50 categories,” he added.
Sachin explained to us that the packaged food journey at Eat.fit started as a sub-vertical and was limited to product options and serving sizes which complemented the meals served, including juices, yoghurts, baked snacks.
Sachin added, “As we continued to grow and expand (Eat.fit), it emerged that customers were looking to have a wider selection of packaged food products. There are very few clean packaged food options available in the market which further steamed the need to expand the category taking a customer backwards view.”
Sachin said that this led to deeper collaboration with brand partners and vendors across multiple food categories like beverages, snacks, trail mixes, yoghurts, nutrition bars and more. Whole.fit plays a crucial role in giving the complete meal experience to customers and has also helped drive up the AOV (Average Order Value) of the business. It has already become close to 20% contributor to Eat.Fit revenue, Sachin added.
“In a limited span of time brand Whole.fit has also established strong business collaborations with leading FMCG food players like RAW Pressery, Epigamia and Bagrrys and have launched exclusive co-branded SKUs with them.”
Founded in 2016 by former Flipkart executive Ankit Nagori and Myntra cofounder Mukesh Bansal, Bengaluru-based Curefit caters to all segments within the health and fitness sector, including physical fitness through Cult.fit, mental wellness and yoga in Mind.fit, food delivery and diet recommendations through Eat.fit and medical and diagnostic centres Care.fit.
The company works on an offline-online model, allowing users to book sessions and classes through its mobile app. Curefit claims to have over 180 Cult.fit physical fitness centres and more than 35 Mind.fit centres in six Indian cities — Mumbai, Chennai, Jaipur, Bengaluru, Delhi NCR and Hyderabad.
