Malaika Arora Backs D2C Healthy Dessert Startup Get-A-Whey

Bollywood actress Malaika Arora has invested an undisclosed sum in healthy dessert startup Get-A-Whey. As part of the deal, Arora has also become the brand ambassador of the startup. 

After roping in Malaika Arora, Get-A-Whey plans to introduce keto cheesecakes, vegan gelatos, and other healthy desserts in one to two months. The startup will use the incoming funds to expand its offline and online footprint across India.

The development comes about a month after Biryani By Kilo infused $2 Mn to acquire a majority stake in Get-A-Whey. As part of the deal, the startup is using Biryani By Kilo’s distribution, supply chain and management channels to expand in the business ecosystem.

Founded in 2019 by Jash Shah, Pashmi Shah and Jimmy Shah, Get-A-Whey sells low-calorie, high-protein desserts such as ice-cream sandwiches, popsicles, kulfis and ice creams. 

“We have some very fluffy, sweet and ambitious plans lined up ahead which will enable dessert and fitness lovers to enjoy their desserts guilt free and I can’t wait for everyone to get their hands on my hand-picked desserts and get away with enjoying them,” said Malaika Arora.

As shared by the startup, Get-A-Whey seeks to expand its product line, manufacturing capabilities and strengthen sales channels.

Get-A-Whey had appeared on startup funding TV show Shark Tank India Season 1 and received INR 1 Cr from three investors– Aman Gupta, Ashneer Grover and Vineeta Singh, the judges of the show.

“Malaika is truly a fitness icon, and she is committed to fostering healthy habits among individuals. This is something that resonates perfectly with our brand philosophy. At Get-A-Whey, we want to change the way people eat & our vision is to facilitate that through our products,” said Pashmi Shah, cofounder and CMO of Get-A-Whey. 

The startup sells products through its own website and other foodtech platforms including Zomato, Swiggy, Swiggy Instamart and Blinkit, among others.

Earlier, the startup shared that it has a presence in more than 160 cloud kitchens and planned to extend its partnership to 300 cloud kitchens. It further stated that its monthly revenue rate (MRR) stood at INR 2.5 Cr in 2022 and now plans to take it to INR 50 Cr this year (2023). 

In India, it faces competition from the likes of Eat.Fit and Rebel Foods, among others. 

According to IMARC group report, India’s packaged dessert market was pegged at INR 4,368 Cr in 2021. The industry is anticipated to become an INR 12,763 Cr space by 2027, growing at a CAGR of 19.40% during 2022-2027.