Wholsum Foods brings in Anushka Sharma as investor & brand ambassador

Wholsum Foods brings in Anushka Sharma as investor & brand ambassador

She will advocate for flagship brand Slurrp Farm and all future brands from Wholsum Foods.

Anushka Sharma

Mumbai: Millet-based startup Wholsum Foods on Tuesday announced the onboarding of Bollywood actor Anushka Sharma. As part of this strategic partnership, Sharma will serve as investor, brand ambassador and advocate for flagship brand Slurrp Farm, and all future brands from Wholsum Foods, it said. 

Wholsum Foods was founded in 2016 with the launch of Slurrp Farm, a brand that draws on the power of millets to provide healthy, yummy options for young children and  parents. The brand currently clocks in Rs 55 crore of revenue run rate and aims to reach Rs 150 crore annual revenue run rate in March 2023. Sharma’s investment comes soon after a $ seven million funding round led by Investment Corp of Dubai, the sovereign wealth fund of the Government of Dubai, and Indian multi-stage venture fund Fireside Ventures, according to the statement.

“Ahead of the International Year of Millets in 2023, we couldn’t have asked for anyone better than Anushka Sharma on board with us as we take millets to the world. The partnership is an important milestone as we build Wholsum Foods into a house of brands that makes food better for us and for the planet," stated Wholsum Foods Pvt Ltd co-founders and co-CEOs Meghana Narayan and Shauravi Malik.  

"Sharma is a lifelong advocate of healthy, conscious choices. Now as a new mom herself, her values strongly align with that of Wholsum Foods’ core purpose - developing millet-based products with zero junk ingredients that are better for us and our planet. The investment comes at a time when consumers across the world are rediscovering the wisdom of ancient Indian millets like ragi, jowar, and bajra," said the brand in a statement.

“I’ve always believed you are what you eat – real, wholesome, sustainable food choices go a long way in setting the tone for a healthy and happy life. It’s a realisation that hit home even harder after I became a mother – I want my daughter to develop a healthy relationship with food and I have to start her on that journey early on," shared Anushka Sharma. "Wholsum Foods was started by two mothers so their mission to unjunk the plates of kids and families across the world resonates with me strongly."  

Wholsum Foods’ flagship brand Slurrp Farm currently retails in India via slurrpfarm.com as well as through leading e-commerce and quick commerce platforms such as Amazon, Big Basket, First Cry, and Swiggy Instamart amongst others. Products are also available across leading modern trade stores in India and the UAE as well as online in the US and UK.