Marico Limited has made a strategic investment in HW Wellness Solutions, acquiring a 54 percent ownership position in the company through major infusion and secondary buyouts. HW Wellness Solutions, co-founded by Puru Gupta and Sreejith Moolayil, owns True Elements, a clean label, digital-first brand in India’s rapidly developing healthy breakfast and snack category.
‘True Elements’ is the only food brand in India to be certified as both “Clean Label” and “100% Wholegrain.” Its mission is to provide “Food that DOES NOT LIE to you,” with 0 percent preservatives, 0 percent chemicals, and 0 percent added sugar in its products.
It sells more than 70 different items, including Western breakfast (oats, quinoa, muesli, granola, flakes), Indian breakfast (poha, upma, dosa), and snacks (roasted seeds, seed mixes, raw seeds), among others.
True Elements, which is available on over 90 online platforms and in over 12,000 retail locations, presently generates the majority of its revenue from online marketplaces and expects to greatly expand its physical presence in further years.
True Elements, according to Saugata Gupta, MD, and CEO of Marico Ltd, is another step in expanding their total addressable market in the healthy foods area. They feel the brand’s culture is complementary to Marico’s mission. The intriguing line of goods brings the uncommon and virtuous combination of quality, flavor, and health at an affordable price to life.
This gives us yet another digital-first brand to add to their portfolio, one that not only has a unique offering but also has excellent foundations and a rising digital and offline presence.
Puru Gupta, CEO, and Co-founder of HW Wellness Solutions expressed his satisfaction with the company’s strategic alliance with Marico. True Elements has always strived to be ‘True’ across all of its touchpoints, including Purpose, People, Product, and Planet, and they are delighted to have found a partner that shares this philosophy.
The initial phase of growth of True Elements’ was identified on a portfolio of revolutionary Clean Food and a high level of customer trust; while they will continue to push the envelope on those, their next phase will be focused on long-term brand building and expanding into more households.
In addition to the value systems, they see strong synergies with Marico in terms of their aspirations for the brand, according to Sreejith Moolayil, COO and Co-founder of HW Wellness Solutions. They are confident that this partnership will only strengthen their promise of providing clean, healthy, and no-nonsense food.
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