◊ By Pure & Eco India

Slurrp Farm – a food brand offering healthy snacks and mealtime options for young children and fitness oriented families has raised US$2 mn in a Series A round from Fireside Ventures.

The brand plans to deploy the funds raised for product innovation, marketing and increasing inventory to cater for increasing demand.

It is also looking to strengthen its team and consolidate its D2C channel. The company aspires to grow with Conscious Capitalism at the heart of its endeavours and seeks to hire talent to join its journey.

Many of Slurrp Farm’s products contain organically farmed ingredients. Its ARR has grown 300% during the last 6 months (June 2020-Nov 2020) and it is looking to grow at the same rate to an ARR of US$5-6 mn over the next 12 months.

In just over 4 years, the brand has been able to build a robust portfolio of 25 products, including porridges and cereals, puffed snacks for children, millet pancakes, millet dosa and cake mixes, which are now available in 600+ retail stores and leading online grocery shopping portals across India, UAE and Singapore.

The expansion plans include opening in new cities within India and expanding their geographical footprint in the UAE. Its vision is to take Indian millets to global shelves while continuing to provide a wide range of choice to its growing customer base in India.

Slurrp Farm is working on product innovation with its R&D team, nutritionists and paediatricians, to launch 5 more SKUs in the coming months, taking the existing portfolio to 30 SKUs.

The shift in consumer behaviour towards a healthier lifestyle helped the brand grab shelf and mind space during the pandemic. It has registered a 3x growth from February 2020 to date.

Today, it sells close to 1,00,000 units to approximately 40,000 customers a month.

Kanwaljit Singh, Founder and Managing Partner, Fireside Ventures, said, “Slurrp Farm is at the forefront of the healthy grain movement. The desire for healthier alternatives to wheat has contributed to the rediscovery of ancient grains. Health and wellness has gained an added focus during the pandemic. We are thrilled to invest in an innovative company such as Slurrp Farm, which is starting this revolution with young children, who are always the first agents of change.”

Commenting on the fundraise, Shauravi Malik and Meghana Narayan, Co-Founders, Slurrp Farm, said, “We wanted to bring on board institutional investors who truly understand the need for an inflection and real change in the health food market. We have been corresponding with Fireside since the very inception of our journey and this is the right time for us to seek growth capital. They have the DNA, insight and proven history to help grow FMCG brands like us. We are genuinely excited to have Kanwal as our board and look forward to closely working with him as we grow this company.”

In June 2018, Slurrp Farm had raised US$1 million in a pre-Series A round. Key investors included Sanjeev Bhikchandani of Info Edge; Ashish Dhawan of Central Square Foundation; Aditya Ghosh, Board Member, Fabindia and OYO; Samrath Bedi of Forest Essentials; Yasemin Lamy, COO of CDC Group; Utsav Baijal of Apollo Capital; Rohan Haldea of Apax Partners; Dhruv Agarwala and Kartik Varma of Prop Tiger; Prasenjit Duoa Barua of Facebook, Radhika Gupta of MoonRiver; and Sameer Brij Verma and Abhinav Dayal of Relco.