Plant-based dairy startup Goodmylk acquired domestic nutrition brand PRO2FIT.
Launched as a door-delivery service in 2017, Goodmylk grew into a national brand in no time with a wide distribution network on e-commerce sites like BigBasket, besides its own website.
The family-founded company currently produces a range of vegan products including cashew & oat milk, peanut curd, spreads, dips butter, cheese and paneer. In fact, Goodmylk already included the PRO2FIT products in its website.
Set up by wife-husband duo Payal and Saurabh Shah, PRO2FIT is known for its plant-based dietary supplements and wellness products. Both the companies came together, having shared their vision for attaining food security and creating a sustainable food future.
In a statement, Goodmylk co-founders Radhika Datt and Abhay Rangan said that since the beginning, they aimed to increase food security through local, nutrient-rich plant-based foods. “It is important to balance claims of functionality with clean labels, price and taste. Nutrient-dense, clean label plant-based foods are the future, and we are excited to enable this with PRO2FIT on board.”
Payal-Saurabh felt that there is a “shift in focus of consumers towards preventive care and wellness, in terms of balanced and adequate nutrition in the form of external supplementation/ fortification.”
According to Good Food Institute-India, an expert nonprofit organization, global investment in the broader ‘smart protein’ sector totaled a record $5 billion in 2021, indicating a wide opportunities for growth and investment in Indian market.