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D2C snack brand Slurrp Farm raises Rs 60-Cr in funding

Slurrp Farm, a D2C snack brand backed by Anushka Sharma, has raised approximately Rs 60 crore (about $7.2 million) in funding. The funding round was spearheaded by Alkemi Growth Capital, an early-stage investor in healthcare and consumption, along with the philanthropic Narotam Sekhsaria’s family office.

Existing investors Fireside Ventures and Raed Ventures from Delhi participated in the funding round. Sharrp Ventures, the investment entity of Marico’s Mariwala family, also became part of Slurrp Farm’s cap table through this round.

As per regulatory filings submitted to the Registrar of Companies (RoC), Alkemi Growth Capital and Madhurima International, an investment vehicle of the Narotam Sekhsaria family office, invested Rs 17.5 crore each. Meanwhile, D2C specialist investor Fireside Ventures invested Rs 12.4 crore.

Raed Ventures, a Middle East and North Africa-focused venture investor invested Rs 5.5 crore in this round.

In April 2022, Anushka Sharma became an investor and brand ambassador for Slurrp Farm.

As per the filing, Fireside Ventures holds the majority stake with 20.7%, followed by Raed Capital with 9.1%.

Founded in 2016 by Meghana Narayan and Shauravi Malik, the startup Slurrp Farm offers a variety of products such as porridges, cereals, puffed snacks for children, millet pancakes, millet dosa, and cake mixes. These items are available in over 600 retail stores and online grocery platforms in India, UAE, and Singapore.

In the fiscal year 2023, the startup experienced significant growth, with its revenue exceeding Rs 42 crore.

Narayan and Malik were nominated in the Woman Ahead category at the Economic Times Startup Awards 2022.

Within the healthy foods sector, Slurrp Farm faces competition from Open Secret, backed by Matrix Partners India, and Soulfull, a Bengaluru-based brand offering breakfast cereals and millet-based snacks. Tata Consumer Products acquired Soulfull in 2021.

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