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TruNativ funding

“Smart nutrition” startup, TruNativ has raised funds in a seed funding round led by 9Unicorns with participation from other co-investors, including Ashutosh Valani and Priyank Shah, Co-founders of Beardo; Anshul Punhani, Ex-CMO, Monster; and PeeSafe Founder Vikas Bagaria. 

Established in 2019 by Pranav Malhotra and Mamta Malhotra, the Mumbai-based startup offers transparent, nutritionally balanced, and healthy food alternatives for people who care about nature and health. 

Commenting on the development, Pranav Malhotra, Founder, TruNativ, said, “Today, people are more critical of the ingredients when they buy food products. They are walking away from preservatives, chemicals, and unnatural products. TruNativ is an effort to provide a range of clean and nutritious offerings in unique FMCG product formats, with ingredients that are truly natural without any artificial addition to them.”

Pranav has helped expand his family business and attain an annual growth rate of over 700 percent in the nutraceutical space. After seeing the deficiency of 73 percent undernourishment among rich urban Indians, he decided to launch TruNativ to produce nutritionally complete yet convenient products, along with an easy nutrient delivery system for all ages. 

Speaking about the investment, Dr. Apoorva Ranjan Sharma, MD and Co-founder, 9Unicorns, said, “Health- and environment-conscious individuals in urban India are increasingly looking to consume the F&B options that are not only healthy, nutrition-laden, and natural in terms of their constituent ingredients but also sourced and processed in a way that doesn’t harm the environment. Take a look at products containing whey protein that is gaining increasing popularity, with the whey protein industry projected to reach $3.03 billion by 2023. Until recently, only a limited range of suitable options was available to Indians who prefer eating and living healthy, resulting in a huge, unaddressed gap in the market.”

TruNativ is a D2C business that markets its products through its website and several other e-commerce platforms. Going ahead, the startup intends to expand its footprint by selling through retail stores, supermarkets, and big malls across the country. 

The startup’s market readiness is complemented by its robust founding team, motivated by iron-clad determination. “We are confident that TruNativ will usher in a nutraceutical revolution in the country’s FMCG space.” The startup is also focussing on creating its network of influencers, including gym trainers, nutritionists, yoga trainers, etc., and rolling out referral and loyalty reward programs to strengthen its market presence in the coming years.

With an increasing awareness of health and nature, more and more people are adopting a healthier lifestyle. This will boost the demand for products offered by companies like TruNativ.

Shishir Gupta, Founder and CEO, StartupLanes

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