FMCG company Emami Limited has announced that it has bought a 19% equity stake in nutrition products maker TruNativ F&B Pvt Ltd. As per various media sources, the amount remains undisclosed for now.

The latest move seems to be part of Emami’s strategy of making an entry into the D2C healthy food and beverage vertical, with TruNativ most likely to be benefitted from Emami’s decade long presence and reach. In 2019, the company had invested in the male grooming startup, The Man Company buying equity stake as investment, and it raised to 30%.

Harsha V Agarwal, director, Emami Ltd., said,“With health & wellness being the buzzword for consumers today, we see tremendous potential in the nutrition segment. TruNativ product offerings are very unique as they are based on real consumer habits and issues. We are excited to enter this segment which is in line with our investment strategy and look forward to adding meaningful value to the brand.”

Set up in 2019 by Mamta and Pranav Malhotra, TruNativ is a D2C smart nutrition startup that offers affordable and healthy food and beverage options to health and fitness enthusiasts.

Pranav Malhotra, founder of Tru Native F&B said, “TruNativ is poised to take advantage of this evolving opportunity through its innovative products delivered in convenient forms. It is exciting to have Emami come on board as a partner, who not only has very deep industry experience but also believes in our vision to make TruNativ a household brand.”

India’s D2C health foods segment has seen some really rapid growth over the past few months due to the transitions in consumer behaviour and the rise in health consciousness post the pandemic.