Actor Ranveer Singh has taken a significant leap into the health-focused packaged foods industry by acquiring a 50% stake in Elite Mindset, a venture backed by Kishore Biyani’s family. The remaining stake is held by Think9 Consumer Technologies, led by Biyani’s daughter, Ashni, and a venture owned by his nephew, Nikunj Biyani.
Elite Mindset aims to carve a niche in the “better-for-you” packaged food segment with a focus on accessible and affordable protein-based offerings. The brand’s initial product line-up includes protein bars under the label SuperYou, with plans to expand into categories such as biscuits, protein powders, and breakfast cereals.
Nikunj Biyani, co-founder of Elite Mindset, confirmed the development, stating, “We see an opportunity to build a brand in the better-for-you packaged foods space with accessible and affordable protein-based products at the core of the venture.”
The venture will begin with an initial seed investment of ₹50 crore, although the specifics of Singh’s financial contribution remain undisclosed.
Mindset adds to the growing portfolio of Think9 Consumer Technologies, which operates across diverse niches. Its existing brands include Sorrentina (Italian ready-to-cook and bakery foods), Smartsters (kids’ furniture), Kingdom of White (apparel), Beauty in Everything (personal care), and The Good Bug (probiotics).
This is not Singh’s first foray into business investments. The Bollywood star has stakes in Sugar Cosmetics, wearables brand BoAt, and Greek yogurt maker Epigamia. Speaking about his new venture, Singh shared, “I wanted to enable protein consumption in simple and affordable ways for Indian consumers.” Singh’s investment follows a broader trend of celebrities and sportspersons acquiring stakes in emerging start-ups. Recent examples include Alia Bhatt’s investment in sustainable baby care brand Super Bottoms, MS Dhoni’s stake in meat brand Shaka Harry, and Ayushmann Khurrana’s lucrative exit from The Man Company, which yielded a 400% return after Emami’s acquisition.
A Growing Market for Healthy Snacking
Elite Mindset’s entry into the market aligns with a growing demand for healthy snacks in India. A recent NielsenIQ report highlighted that “smart snacking” is growing 1.2 times faster than traditional snacks in the country. According to the report, 63% of Indian consumers prefer healthy snacks, and 50% actively check ingredient labels to understand nutritional values.
With the combined expertise of Think9 Consumer Technologies and Singh’s brand influence, Elite Mindset is poised to capture a significant share of India’s health-focused packaged foods market. By blending affordability, innovation, and a commitment to better nutrition, the brand aims to challenge established players in the industry.