Curefit to start incubator to back new food brands under Eatfit

Healthcare platform Curefit has introduced an incubator that will be investing $5 million to back emerging brands under its Eatfit business. It is planning to incubate 10 brands across snacks, beverages, spa food, supplements and meal replacement categories.

Ankit Nagori, Co-Founder of Curefit, said, “While a lot of great products are being created, entrepreneurs find it difficult to raise capital and find shelf space in the market. At Cure.fit, we want to enable these entrepreneurs to focus on creating healthy and tasty products for the end customers by giving access to capital and shelf space.”

“EatFit will be a custom sales channel for these brands, and we will also bring in consumer insights and branding and R&D capabilities,” he also stated.

Curefit is eyeing at launching its distribution network and customer base to organic food brands and also helping them with R&D.

Nagori said, “Eatfit is clocking 35,000 orders a day. About 10-15% of EatFit’s revenue comes from packaged foods and juices.”

Founded by Mukesh Bansal and Ankit Nagori, Curefit looks to start several initiatives this year including an apparel line, health clinics and food brands, as well as expanding overseas. The company is further planning to go deeper into the top 10 Indian cities with its food and fitness offering.