Instant food start-up looks to promote brand through the upcoming IPL season.
India international cricketer Hardik Pandya has invested in instant food brand Yu and become a brand ambassador for the company.
Financial details were not disclosed.
The gold standard of business intelligence.
Find out more
Founded in 2020, Yu has partnered with Pandya to promote the brand in India and overseas. The company is set to launch its maiden brand campaign during the 2023 Indian Premier League season, the country’s annual cricket league with a cumulative viewership of 307 million for its opening ten matches thus far, according to broadcaster Disney Star.
Founders Bharat Bhalla and Varun Kapur closed the company’s Series A fundraising round in October, led by Indian investor Ashish Kacholia and Asian Paint family.
Yu offers a range of 14 preservative-free SKUs across the pasta, noodles, oats and Indian confectionery Halwa categories. The company operates a 24,000 square-feet facility in Gurugram, south-west of New Delhi.
The instant-food business, which employs more than 100 people, distributes its products to more than 4,000 stores, e-commerce services throughout India and to export markets including South Africa, Singapore and the US.
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Your download email will arrive shortly
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
Pandya said: “What Bharat and Varun have done at Yu is truly exceptional. To make packaged foods without any chemicals or preservatives that still taste as good as fresh is remarkable.
“Yu is a highly purpose-driven brand that is bringing a revolution in the packaged food space through its diversified product categories.”
Yu has recently launched its own ready-to-cook product with Instant 5 Minutes Hakka Noodles and is looking to launch eight to ten more products over the next 12 months.
The company’s other investors include the Start Up India Seed Fund established by India’s government. Yu has also claimed to have “doubled its production capacity” recently.
Bhalla and Kapur jointly stated: “We are excited to partner with Hardik in our endeavour to build a disruptive consumer brand in the instant food category. Hardik is a youth icon, and as the face of Yu, he will help drive awareness among consumers enabling a switch in consumption patterns from currently available products that contain chemicals and preservatives.
“Hardik Pandya’s passion for health and wellness aligns perfectly with our brand’s core values and mission. We are confident that Hardik’s association will allow Yu to significantly scale its business across all channels and target groups.”
The gold standard of business intelligence.
Find out more
Give your business an edge with our leading industry insights.
Give your business an edge with our leading industry insights.
View all newsletters from across the GlobalData Media network.
Global Food Industry News | Market Research and Reports – Just Food
Powered by 
© Verdict Media Limited 2023
India cricketer Hardik Pandya invests in local food brand Yu – just-food.com
by
Tags:
Leave a Reply