Jun 2, 2022

The company stated in a press release that it plans to onboard a total of 25 brands by the middle of 2022. AA The Bengaluru-based business competes with market leaders Rebel Foods, Biryani by Kilo, and EatClub (previously known as Box8), which are developing a house of food brands. According to persons familiar with the situation, House of Food Brands Curefoods has raised $50 million in a Series C investment from a combination of new and existing investors. The company has now raised over $120 million in equity and venture loans with this round. The new funds will also be utilised to expand its acquired brands into new geographies and to acquire new brands, according to report. The business was valued in the $250-$400 million area in its previous round, which took place earlier this year. Curefoods, led by Ankit Nagori , has been acquiring mid-sized food companies in a Thrasio-style approach. After leaving CureFit, Nagori formed the company, which has since purchased a variety of small and medium-sized businesses, including Juno’s Pizza, CakeZone, Iceberg, MasalaBox, and White Kitchens, Homeplate. CureFoods has yet to respond to the news. CureFoods aspires to have 4-5 (40 percent of its business) national brands with a wider appeal (such as sweets, Indian food, and healthy food) and 10-15 (60 percent) regional brands, which will include a biryani brand, regional cuisines, and regional craft brands. The Bengaluru-based business competes with market leaders Rebel Foods, Biryani by Kilo, and EatClub (previously known as Box8), which are establishing a house of food brands. This model is comparable to that of Thrasio , a US-based breakout firm that acquires top-rated and fast-growing Amazon sellers and provides them with technology, digital marketing, and sales expertise to help them accelerate growth. With the recent financial crisis and direct-to-consumer companies experiencing stagnant growth, customer acquisition difficulties, and severe competition, experts predict that the ‘House of Brands’ model will gain traction this year, as brands aim to invest and retain more.