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Every day from 6am to 9am, several homes in Pune and Mumbai receive loaves of bread from Mumbai-based startup The Health Factory. The company’s core product range is bread, from multi-protein varieties to zero maida and whole wheat, to meet its goal of getting people to eat healthier alternatives to their usual morning slices.
The Health Factory, founded by Symbiosis alumnus Vinay Maheshwari, recently raised Rs 2 crore. Part of the money will be used for geographical scaling across India, including deeper penetration into Pune in terms of new subscription models and opening more box offices.
According to the All India Bread Producers Association, the per capita consumption of bread in India a few years ago was only 1.5 kg – 1.75 kg in different zones. A study by TechSci Research now reveals that “the bread market in the country is projected to grow by more than 10 percent to reach nearly US$ 1.4 billion by FY 2026 due to growing awareness of healthy lifestyles and health, rising disposable income, busy lifestyle and changing eating habits. consumers throughout the country.”
“Consumers have always sought and chosen better food options, but now brands are taking the initiative to provide them with what they demand. At the same time, especially since the pandemic, there have been changes in the way consumers look at food. They read about the quality source of the ingredients and dive deep into its nutritional value. They are very knowledgeable and don’t take the claims of different brands at face value,” says Maheshwari.
The Health Factory was born when Maheshwari was still working in a pharmaceutical company and his breakfast consisted of six slices of bread every day, which his parents objected to because it was not as healthy as fresh roti. Maheshwari set out to create “India’s first high protein bread with carefully selected ingredients”.
“Health Factory” allows people to change the way they consume bread, making their products more affordable. The company is establishing supply chains in Bengaluru, with plans for Hyderabad, Chennai, Gurgaon, Noida and Delhi. “Most of our energy will be focused on building an all-star team to drive growth,” says Maheshwari.
He adds that “Health Factory” insists on not introducing products often. Instead, they spend months on research and development (R&D). The money from the latest funding will be spent on innovation, especially an undisclosed product the company is currently working on. “We focus on one or two products a year to meet consumer needs,” says Maheshwari.