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Mensa Brands buys MyFitness, to make it ₹1,000-cr brand

Mensa Brands, a direct-to-consumer (D2C) company, announced on Monday that it had acquired health food startup MyFitness for an undisclosed sum to expand the brand to Rs 1,000 crore in the next three to four years. 

The acquisition will help Mensa Brands expand to international markets, scale D2C, launch new categories, and invest in brand-building.

“MyFitness is a fast-growing consumer-loved brand, and we will scale the brand to have an omnichannel global presence by leveraging our tech-led playbook. We believe we can build MyFitness into a Rs 1,000 crore brand in the next three-four years,” said Ananth Narayanan, Founder and CEO of Mensa Brands. 

Founded in 2019 by Mohammad Patel and Rahil Virani, MyFitness is popular among fitness enthusiasts, Millennials, Gen Z, and sportsperson. 

In India, MyFitness is the first company to introduce a chocolate peanut butter variant and the first crispy peanut butter in history. 

Delhi Capitals and Punjab Kings are its official IPL snacking partners.

“We’re thrilled to be partnering with Mensa Brands, a market leader proven to exponentially scale brands,” said Patel.

More than 30 SKUs (stock-keeping units) with an average selling price of Rs 500 are currently available at MyFitness. 

Former CEO of Myntra and Medlife Narayanan launched Mensa Brands, backed by international investors including Accel Partners, Falcon Edge Capital, Norwest Venture Partners, Prosus, and Tiger Global Management. 

In its first year of business, it registered a net revenue run rate of Rs 1,500 crore. 

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BRL Editorhttps://businessreviewlive.com
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