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The Kitchens of EatFit houses eight brands, including EatFit (EF), HRX by EatFit, Great Indian Khichdi (GIK), Homeplate, Chaat Street, Rolls on Wheels, Millet Express, and Madras Curd Rice Company
Curefoods has roped in Hrithik Roshan as investor and brand ambassador for ‘Kitchens of EatFit'
With ‘Kitchens of EatFit’, the brand aims to scale its nutritious offering in more than 10 cities in the country
Bengaluru-based cloud kitchen startup Curefoods
has roped in Bollywood actor Hrithik Roshan as investor and brand ambassador for its flagship brand EatFit which is now being repositioned under ‘Kitchens of EatFit.’
However, the company did not disclose the financial terms of the deal.
The Kitchens of EatFit houses eight brands, including EatFit (EF), HRX by EatFit, Great Indian Khichdi (GIK), Homeplate, Chaat Street, Rolls on Wheels, Millet Express, and Madras Curd Rice Company, as per a company’s statement.
“Curefoods aims to establish ‘Kitchens of EatFit’ as a mark of trust, synonymous with the brands’ commitment to the highest standards of food safety and nutrition, with a focus on Zero Chemicals, Zero Trans Fat, and ISO-Certified Kitchens,” the statement added.
“With Hrithik Roshan as our brand ambassador and investor, we are set to redefine the future of food, inspiring trust and innovation across the industry,” said Curefoods founder Ankit Nagori.
With ‘Kitchens of EatFit’, the brand aims to scale its nutritious offering in more than 10 cities in the country.
“I am proud to be part of this journey, as both an ambassador and an investor, and I am confident that Kitchens of EatFit will set new benchmarks in the food industry,” said Roshan.
The development came at a time when the company is eyeing listing on bourses as it recently initiated talks with bankers to pitch for its IPO and advisers are expected to be finalised in the coming days.
Curefoods is preparing to launch its initial public offering (IPO) soon, joining the wave of startup IPOs in the pipeline for 2025.
The Accel-backed startup is reportedly likely to float its IPO in the latter part of the financial year 2025-26 (FY26) and raise around $300-400 Mn via its initial share sale.
It is pertinent to note that the size of the IPO is not yet fixed and may change depending upon the amount of secondary share sales by existing shareholders.
In addition, the company recently also made a strategic investment in packaged ice solutions Dras Ice to leverage latter’s frozen chain logistics to improve its distribution capabilities for cloud kitchens and quick-service restaurants (QSRs).
