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Matrix Partners India invests in Bengaluru food and beverage brand &ME
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Friday, 17 August, 2018, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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Matrix Partners India announces its investment in &ME, a Bengaluru-based food and beverage brand, focused on women’s health and wellness.
&ME has launched a range of bio-active beverages for women. It combines ancient Ayurveda and modern science to meet their fast-paced lifestyle.
According to research, 51 per cent of Indian women, aged between 15 and 49, are anaemic, and 70 per cent have chances of osteoporosis, due to the lack of essential micronutrients like iron, calcium and Vitamin D.
&ME drinks are a combination of fruits, vegetables, spices, herbs and flowers with no added sugar or preservatives. They comprise 30 per cent of women’s daily vitamin and mineral requirements. They are carefully curated to match women’s busy lifestyles and sophisticated taste buds and are packaged to fit their purse.
Ankur Goyal, founder and chief executive officer, &ME, said, “Consumers across the globe are steadily moving towards functional foods and beverages. What most brands fail to understand is that there cannot be a Wonder Pill for every body type.”
“We have focused on specific use cases of women’s life using traditional Ayurvedic philosophy in conjunction with modern nutrition guidelines. Our team is not only catering to women’s health, but also striving to support the women’s empowerment movement,” he added.
“We are excited to partner with Goyal, given his deep sectoral expertise and passion for F&B. We see a lot of potential in &ME being able to become a large F&B brand catering to changing, healthier consumer lifestyles. More broadly, we are excited about investing in, and partnering with more home-grown consumer brands across the spectrum,” said Sanjot Malhi, vice-president, Matrix India.
The drinks are categorised under beauty (grace), lifestyle (rhythm) and fitness. Grace is to help women rediscover their inner beauty through a range of micronutrients that help detoxify blood, cleanse skin and strengthen hair and nails. Rhythm is India’s first menstrual drink which has Ayurvedic herbs like Shatavari and Ashwagandha to help maintain a balance through monthly cycles by relieving pre-menstrual symptoms.
&ME is also backed by Rohit M A, managing director, Cloudnine Hospitals, India’s leading maternity, women and child care service hospitals.
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