Bollywood actor Ranveer Singh has acquired a 50% stake in the packaged foods startup Elite Mindset, focusing on protein-based products like protein bars. The venture aims to expand into adjacent food categories and tap into India’s growing market for healthy snacking.
Bollywood actor Ranveer Singh has made a strategic move into the packaged foods industry, acquiring a 50% stake in Elite Mindset, a startup backed by retail magnate Kishore Biyani. This investment marks a new chapter for Singh, adding to his growing portfolio of ventures across diverse industries. The remaining equity is shared between Nikunj Biyani, Singh’s nephew, and Think9 Consumer Technologies, a multi-brand platform backed by his daughter Ashni.
A New Venture in the Health-Conscious Snacking Market
Confirming the acquisition to the Economic Times, Nikunj Biyani highlighted the growing potential of the better-for-you packaged foods market, focusing on accessible and affordable protein-based products. Elite Mindset’s first product line will feature protein bars under the brand SuperYou. The company also plans to expand into related categories like biscuits, protein powders, and breakfast cereals, with an aim to directly compete with established packaged food giants.
“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,” Nikunj Biyani stated.
The move comes at a time when consumer interest in healthier snack options is rising rapidly in India. With the country emerging as one of the fastest-growing markets for healthy snacking in the Asia-Pacific region, this venture positions itself in an attractive segment. According to a NielsenIQ report, “smart snacking” in India is growing 1.2 times faster than traditional snacks, with consumers increasingly choosing products with health benefits. The survey also revealed that 63% of consumers are willing to opt for healthy snacking options, while 50% regularly check nutritional labels on products.
Initial Investment and Expansion Plans
While the exact investment amount made by Ranveer Singh has not been disclosed, Nikunj Biyani confirmed that the venture will receive an initial seed investment of ₹50 crore. This investment is expected to help Elite Mindset scale its operations and introduce a variety of protein-based products into the Indian market, setting the stage for more growth.
Elite Mindset is now part of Think9 Consumer Technologies’ broad portfolio, which already includes niche brands like 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).
Ranveer Singh’s Growing Investment Portfolio
Ranveer Singh’s foray into the packaged foods space is part of his broader strategy to diversify his investments. Beyond this latest acquisition, the actor has invested in several other startups, including Sugar Cosmetics, wearables brand BoAt, and Epigamia, a Greek yogurt brand. Singh’s involvement in these ventures reflects a growing trend among Bollywood actors and sports personalities investing in businesses, often using these investments as high-profile endorsement deals.
“This is an exciting step for me. I wanted to enable protein consumption in simple and affordable ways for Indian consumers,” Ranveer Singh shared regarding his latest acquisition. The actor’s entry into the food sector is likely to draw attention, especially as healthy eating habits gain traction among India’s growing middle class.
Celebrity Investments on the Rise
Ranveer Singh’s entry into the startup world adds to a growing trend of Bollywood and sports stars investing in emerging businesses. Alia Bhatt’s stake in the sustainable baby care brand SuperBottoms, Sachin Tendulkar’s investment in used-car platform Spinny, and MS Dhoni’s investments in brands like Shaka Harry (meat) and Cars24 (used-car marketplace) are notable examples of celebrities stepping into the entrepreneurial world.
The trend of celebrity investments has also proven financially successful in some cases. Actor Ayushmann Khurrana, for instance, reportedly earned a 400% return on his angel investment in The Man Company, a male grooming brand, following its acquisition by consumer products maker Emami in 2024.
Conclusion: The Future of Packaged Foods in India
With a growing appetite for health-conscious products and protein-based snacks, Ranveer Singh’s investment in Elite Mindset places him in the heart of an evolving market in India. As the demand for affordable, nutrient-rich foods continues to rise, Elite Mindset’s expansion into multiple categories positions it to tap into this surge in consumer interest.
The increasing trend of celebrity-backed startups also signals a changing landscape in India’s entrepreneurial ecosystem, where well-known figures not only lend their star power but also their business acumen to emerging ventures. As Elite Mindset enters the competitive world of packaged foods, it will likely be under the spotlight for its ability to build a distinctive and sustainable brand in the growing market for healthy, affordable snacks.
