Actor Ranveer Singh has acquired 50% stake in Kishore Biyani-backed packaged foods startup Elite Mindset, with the remaining 50% stake in the venture owned by Biyani’s nephew Nikunj and Think9 Consumer Technologies, a multi-brand platform backed by Biyani’s daughter Ashni.
Confirming the development to ET, (Nikunj) Biyani, cofounder, of the venture, said, “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.” Elite Mindset will focus on packaged foods, starting with protein bars under the label SuperYou and move into adjacent categories such as biscuits, protein powders and breakfast cereals later, to directly compete with packaged foods companies, he said.
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