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Marico buys majority stake in breakfast and snacks brand True Elements

Existing leadership team will continue to run the brand independently and build synergies.

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Mumbai: Marico Limited has announced a strategic investment in HW Wellness Solutions Private Limited with an acquisition of a 54 per cent equity stake through primary infusion and secondary buyouts.

Co-founded by Puru Gupta and Sreejith Moolayil, HW Wellness Solutions Private Limited owns True Elements, a clean label, digital-first brand playing in the rapidly growing healthy breakfast and snacks segment in India.

True Elements is India's only food brand to be recognized as both clean label and 100 percent wholegrain. It is anchored on providing food that does not lie to you and promises zero percent preservatives, zero percent chemicals and zero percent added sugar in its offerings. It offers a wide range of over 70 products spanning across categories of western breakfast such as oats, quinoa, muesli, granola, flakes, and Indian breakfast such as poha, upma, dosa, snacks such as roasted seeds, seed mixes, raw seeds amongst others.

Available on over ninety online platforms and in over twelve thousand retail outlets, True Elements currently garners the majority of its business through online marketplaces and plans to significantly ramp up its offline presence over the next few years.

Commenting on this step, Marico Limited managing director and CEO Saugata Gupta said, “True Elements is another step towards expanding our total addressable market in the healthy foods segment. We believe the ethos of the brand complements the purpose that drives Marico. The exciting range of products bring to life the rare and virtuous blend of quality, taste and health at the right price. This adds another digital-first brand in our portfolio, which not only has a distinct proposition but also exhibits strong fundamentals along with a growing digital and offline presence.”

Speaking of Marico’s investment in True Elements, HW Wellness Solutions CEO and co-founder Puru Gupta said, “We are delighted to have entered a strategic partnership with Marico. As a brand, True Elements has always focused on staying ‘True’ across all its touchpoints - including Purpose, People, Product and Planet, and we are glad to have found a partner who echoes this way of thinking. True Elements built its first phase of growth behind a portfolio of innovative Clean Food and building high consumer trust- while we continue to push the bar on those, our next phase will be focused on long term brand building and accelerating our entry into newer households.”

Adding to it, HR Wellness Solutions COO and co-founder Sreejith Moolayil said, “In addition to value systems, we see strong synergies with Marico in terms of our aspirations for the brand and are confident that this partnership will only make our promise of providing clean, healthy & no nonsense food much stronger.”

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