Slurrp Farm, a direct-to-consumer (D2C) snack brand for children, has raised around Rs 60 crore ($7.2 million) in a funding round led by Alkemi Growth Capital and Narotam Sekhsaria’s family office. The round also saw participation from existing investors Fireside Ventures and Raed Ventures, as well as Sharrp Ventures, the investment arm of Marico’s Mariwala family.
About Slurrp Farm
Slurrp Farm was founded in 2016 by Meghana Narayan and Shauravi Malik, who wanted to offer healthy and tasty food options for young children. The startup sells a range of products such as porridges, cereals, puffed snacks, millet pancakes, millet dosa, and cake mixes. These are made with natural ingredients and no preservatives, artificial colours, or flavours.
The startup sells its products online through its own website and other e-commerce platforms, as well as offline through more than 600 retail stores in India, UAE, and Singapore. The startup claims to have more than 5 lakh customers and aims to reach 10 lakh customers by the end of 2024.
Growth and Future Plans
Slurrp Farm has seen strong growth in the past year, with its revenue more than doubling to Rs 42 crore in FY23. The startup also turned profitable at the unit level in the same period. The startup attributes its growth to the increasing demand for healthy and convenient food options among parents, especially during the pandemic.
With the new funding, Slurrp Farm plans to expand its product portfolio, distribution network, and team. The startup also aims to enter new markets such as the UK, Australia, and Canada in the next year. The startup’s long-term vision is to become a global leader in the children’s food segment.
Support from Anushka Sharma
Slurrp Farm has also received support from Bollywood actor Anushka Sharma, who became an investor and brand ambassador for the startup in April 2022. Sharma said that she was impressed by the founders’ passion and vision to create healthy food products for children. She also said that she personally uses Slurrp Farm’s products for her daughter Vamika.
Sharma’s endorsement has helped Slurrp Farm gain more visibility and credibility among consumers, especially young mothers. The startup also leverages Sharma’s social media presence to promote its products and values.
Competition and Challenges
Slurrp Farm operates in a competitive market, where it faces competition from other D2C snack brands such as Open Secret, Soulfull, Timios, Mimmo Organics, and Monsoon Harvest. These brands also offer healthy and natural snacks for children and adults.
Slurrp Farm’s challenges include maintaining product quality and consistency, managing supply chain and inventory, complying with food safety regulations, and educating consumers about the benefits of its products. The startup also has to deal with the changing preferences and tastes of children and parents.