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Former Senior Unilever Executives launch authentic food company FairPlum; Raise $2 million
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Tuesday, 29 March, 2022, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Rupesh Agarwal, Mayank Tandon and Mitesh Thakkar have launched their entrepreneurial innings with FairPlum, a food company which will deliver authentic food to consumers without compromising on health and hygiene.
Agarwal and Thakkar are ex Unilever, and have worked in leadership roles across functions like Finance, procurement, manufacturing, product development and personal care.
Tandon, is a food and beverage specialist and entrepreneur who has led, built and scaled hospitality brands at Reliance Retail, Sanjeev Kapoor Restaurants, Future Group Cloud Kitchens. He has managed a diverse portfolio of building restaurants, large commissaries, cloud kitchens and food retail, in India and in international markets.
The company has raised $2 million in a seed round led by Mumbai-based early stage focused VC Unicorn India Ventures. Reputed angels Vivek Sirohi, VP-R&D, Unilever, Amith Agarwal, Co-founder and CEO at Agri-Bazaar, Dinshaw Family Office, Anisha Subandh have also participated in the round.
It was founded in 2020 with the ambition to create products and brands which the consumers love, a food company that delivers authentic flavours and food nostalgia to customer doorsteps in less than an hour.
The company is working with the regional/ local authentic and heritage food brands of India and taking nostalgic dishes from their kitchen and making it available to consumers sitting anywhere by using food technology, food science and a supply chain network of cloud kitchens.
The products are deployed through a phygital model of cloud kitchens, e-commerce, experience centres and channel sales platform. The food company has partnered with popular food brands and food entrepreneurs from across India to make available authentic food specialties they miss through the brand concept ‘Food Karvaan’.
The company plans to have 100 Cloud Kitchen locations, 1 Physical experience centre, 5-10 kiosks within 2022 starting from Delhi-NCR and Mumbai. The food company operates in 17 locations and has confirmed 10 more cloud kitchen locations and 1 Physical Experience centre in Thane along with Bikanervala which is expected to go live in the next 2 months.
Anil Joshi, managing partner, Unicorn India Ventures, said, “FairPlum leverages technology to enhance efficiency and preserve the taste of the food which will be delivered in under an hour. Their ability to adopt the changing trend driven by technology has made the world closer to the consumer. Today, the consumer wants what they see and with immediate fulfilment. The food industry is undergoing a significant revolution especially with its creativity, innovation and cutting edge technologies. We saw a strong pipeline of user base and business traction addressing food nostalgia which is why we decided to invest in them further.”
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