SuperCluster Pi Acquires Homegrown Nutrition Brand “ByNature”

Coimbatore, Tamil Nadu, India –  SuperCluster Pi (House of Brands) has acquired a majority stake in ByNature, a healthy food brand that specializes in clean sustainable plant-based products. This acquisition will enable SuperCluster Pi to increase its portfolio of brands and capture a larger share of the proactive wellness market.

ByNature - An Everyday Nutrition Brand

ByNature, a healthy food brand started in 2016 with over 25,000+ customers aims to change the way nutrition is perceived in India. The brand’s rolled oats, chia seeds, himalayan pink salt, palm jaggery, hair growth gummies are popular not just online, but also in supermarkets of Mumbai, Delhi and Bangalore. They believe that nutrition should be simple, easy to adopt and transform an individual’s quality of life without causing change to the consumer’s lifestyle. They combine the benefits of nature and modern science, and work closely with farmers to bridge the gap between the demand and supply of nutritionally-dense ingredients, making it sustainable. 

The team of digital marketing and branding experts in SuperCluster Pi will help ByNature scale its business further to the digital native, busy, juggling multiple responsibilities hence stressed out audience. ByNature will help address the nutrition gap specially for the young women of India who are now working shoulder to shoulder with men at workplaces while managing homes and family. 

A Perfect Union

SuperCluster Pi was created on the belief that a daily regimen, easy access to experts and the right products to address every micro-health and wellness challenge can help in becoming healthy inside-out.
 
It sits perfectly well with ByNature’s beliefs of:

•  Need for nutrition to be simple

•  Easy to adopt without change in lifestyle

•  The best nutrition is derived from a combination of nature and science 

#SolvingForIndia Together

SuperCluster Pi which is designed in the House of Brands framework believes in making India healthier by curating all entrepreneurial efforts in the proactive wellness sector together. As part of its #SolvingForIndia Together resolve SuperCluster Pi is developing brands in the fast-growing proactive wellness category and delivering high-performance products of high quality with zero compromises through carefully formulated and scientifically-backed products that address niche problems that young Indians face.
 
SuperCluster Pi is committed to building a healthier tomorrow by making healthy living possible, accessible and sustainable. It also aims to enable consumers to lead healthier lives with 

•  No extra time commitment

•  No extra effort

•  No change in lifestyle 

Acquisition of promising product brands is part of the process where ventures with promising product portfolios are identified and SuperCluster Pi’s playbooks are utilized to scale such brands faster. 
 
Streamlined Process of Acquisition

SuperCluster Pi has a dedicated M&A (Mergers and Acquisitions) team which interacts with founders to understand their business ethos and vision and if it fits into the bouquet of SuperCluster Pi brands. Within 48 hours of seeing a fit, the team creates a growth plan for the brand that is looking to be acquired & value the brand to acquire controlling equity and by week 4 due diligence and deal closure procedures are initiated.
 
ByNature’s acquisition was completed in under 60 days. SuperCluster Pi evaluates brands on a variety of factors like: 

•  Efficiency of operations

•  Key markets

•  Brand’s visibility and reception by consumers

•  Opportunities for growth, scalability and

•  Possibilities for international expansion.

The Future of ByNature With Supercluster Pi

ByNature is a healthy food brand that has a portfolio of plant-based supplements, and wholesome and natural food products. All their products are ethically sourced, nutritionally dense and sustainable with the aim to change the way nutrition is perceived in India. ByNature bridges the gap between the demand for healthy products and the supply of the same by educating farmers to grow healthier crops, use the right manure, and storage process for maintaining the nutrition levels of grains and produce.

Post-acquisition, ByNature will continue to function independently with its founding team that consists of Anand Agarwal, Founder and CEO of ByNature and Himanshu Agarwal, Founder and COO of ByNature. They will continue innovating in product development, sourcing, and enhancing the portfolio of ByNature.
 
Himanshu Agarwal, Co-Founder of ByNature said, “We have been nurturing ByNature for nearly 7 years now and captured the market in the offline space which is termed Modern Trade in the F&B industry. But in the last two years, pandemic and the internet penetration have opened a new market segment in the D2C sector. We trust Vishnu and his team’s expertise in the segment will help ByNature become the most trusted clean nutrition brand in India. We are excited about this new leg of our business.”

This acquisition by SuperCluster Pi's team under the leadership of Vishnu Prasath Devarajan will enable ByNature to leverage SuperCluster Pi’s D2C and e-commerce expertise to strengthen and scale up their business. The team’s decades of experience in the sector and SuperCluster Pi's branding and marketing playbooks will transform ByNature’s D2C journey rapidly making it accessible to the growing digital native market of India. With this acquisition SuperCluster Pi now has 5 problem-solving, consumer-centric, socially conscious brands under its umbrella increasing their overall reach to over 10,000 customers per month crossing annual run-rate of $2m within less than 6 months of operation.

Talking about the acquisition, Vishnu Prasath Devarajan, Founder of SuperCluster Pi said, “ByNature naturally fits into SuperCluster Pi’s vision of building a healthier tomorrow. This acquisition will help us take a step towards our aim of #SolvingForIndia’s proactive wellness issues and giving consumers the choice to adopt a clean nutrition regimen which can be fulfilled by ByNature’s complete range of superfoods and supplements. As India’s per capita income will cross $3000 shortly, there’ll be an accelerated consumption shift towards proactive wellness. The opportunity to address the demand while empowering entrepreneurs to exponentially grow their brands is what we’re excited about."

About SuperCluster π

SuperCluster π is on a mission to build the “Unilever of Tomorrow” with its consumer-centric, problem-solving & socially conscious brands. They are committed to their purpose of making healthy living possible, accessible and sustainable.

They are driven by the belief that daily regimen, easy access to experts and the right products to address every micro-health and wellness challenge can help in becoming healthy inside-out.
 
SuperCluster Pi’s brands and products combine the richness and advantages of research-backed ingredients with clinically proven efficacy boosters that help individuals take better care of their overall health and wellness. All of this is aimed at making healthy living possible, accessible and sustainable.
 
All of their brands are also socially conscious and every transaction is linked to the UN’s SDGs for empowering non-profits to plant trees and donate meals.

Blend For Food Is Now Launching Its WebMenu Offerings for Food Businesses and Creators

Bangalore, Karnataka, India- Blend For Food, is a super app that is a one-stop destination for all things food - driven by the power of content and community. It is also India’s first Creator Economy driven Content to Commerce food platform. As part of its most recent upgrades, BFF has launched its WebMenu.

The offerings currently extend to food businesses in Bengaluru that provide hassle-free, digital-first food ordering solutions. This feature allows restaurants and home chefs to take their menu/products online within five mins through the 'order direct' model. The model for restaurants is pay-per-use with zero percent listing fees with no app download required. Right from business listing, order management, payment collection and last-mile deliveries, BFF WebMenu allows restaurants and home chefs to enjoy flexible business operations.

The Blend WebMenu also offers an integrated creator marketing tool that allows partner restaurants to collaborate with food creators to drive discoverability and customer outreach.

Highlights from Blend WebMenu

•  Create Online Menu And Go Direct: Digitize menu in a minute on Blend WebMenu. Go direct and drive a more profitable business from on-premise and off-premise customers.

•  Enable All Transactions Via Digital QR: The digital ordering system can be accessed by simply scanning a QR code. No complex setup is required. Enable seamless home delivery, table orderings, and takeaway transactions, coupled with improved efficiency and safety.

•  Delivery & Payment Solutions: Whether one has their own delivery team, or want to tap into Blend’s delivery partners, it is quick and easy to get delivery up and running. BFF has integrated with Razorpay to make the payment options seamless.

•  Customer Experience Management: It is easy to build and customize campaigns that deliver SMS and push messages to customers at just the right time. BFF has the right tools required to build relationships, and turn customers into loyal supporters. 

Hariprasad Shetty, Co-Founder, Blend For Food says, “Blend WebMenu lets you create a hassle-free online business for your restaurant in minutes and deliver seamless consumer digital experiences which is critical for business growth. We are building the technology that powers QR code ordering & payment at the table, online ordering for pick-up and delivery, help the food business manage influencer campaigns, customer loyalty programs, and digital marketing.”

Collaborating with Creators

These partnerships have been viewed as the need of the hour by a lot of businesses in the food industry. It brings about visibility, generates hype and content distribution is much larger. But after the collaboration or completion of deliverables, there isn't a specific and effective way to measure how the posts performed and how much business they were able to bring into the restaurants. Here’s where the Blend WebMenu comes into the picture. The performance of every campaign/creator can be tracked in the backend with specific details about every order and traction garnered.

Blend WebMenu has a curated list of food creators from which restaurants are free to choose who they would like to collaborate with. Creators can also curate their own favourite go-to menu from a restaurant and promote it. There is complete transparency in the ROI that is backed by a well-built CRM system. This is the first time a super-food app is enabling both parties to monetize.

As a Founder of a fairly new Small Business, KRUMBLE, Sarah Nadeem says, “I was relying largely on WhatsApp Business for orders and was exploring Food aggregators for Home Chefs/Bakers. KRUMBLE was discovered by the Blend Community on Instagram and after a detailed discussion on the concept of Blend Community and the Blend for food via Blend WebApp, I was sold! For a nominal commission, I have a robust system for Catalogue and Order Management. I am now able to track Revenue MoM and better understand and determine the trend all under one tool. Also, I no longer have to worry about Order Delivery - it’s all taken care of by Blend via the WebApp.”

Marketing As A Service

The Blend Community is India’s fastest-growing community on Instagram focused on Food, Fashion and Fiction. With a 31K+ strong community, the aim is to scale to 100K by the end of this year. With a mission to deliver impact to the food businesses through creator economy and community tech, TBC has collaborated with the best of the food brands and food creators and helped their business to grow and thrive. As part of the WebMenu, Blend has introduced the Marketing As A Service (MaaS) program that targets restaurants, home chefs and D2C brands. MaaS campaigns (Marketing as a Service) are tailor-made solutions that go hand-to-hand with current business challenges - be it attracting the right target audience, new customer acquisition, or overcoming competitors. 
Here’s how it works:

•  Describe business problem or promotion plans. The Blend team would work with relevant creators based on food, location and the audience one wants to target, to solve the problem

•  The Blend Team can custom create the content for any brand in sync with the brand guidelines

•  Identifying the right platform to amplify the marketing promotion and drive a higher reach for the brand will also be taken care of.

•  Track the progress on a single dashboard and showcase reach and engagement metrics. The dashboard shows what content works best for business. The Blend team is also working on a content-to-commerce model which means now one can compute the revenue a particular piece of content/creator has driven for. So, no more just social engagement metrics but also get to know the real revenue generated via the influencer campaign.​

"As a food creator, the Blend WebMenu has turned out to be a key tool for me to measure the conversions on my posts. I receive elaborate data on a user-friendly dashboard with statistics that help me understand what my audience likes or dislikes. It also helps me show the brands, that I collaborate with, an in-depth report of how the engagement on my content has converted to commerce for them," says Zafir Syed a Food Creator.

This product suite from Blend intends to help food creators like him who struggle to drive accountability and monetization for their content on mainstream social platforms like Instagram.

Orion Choco-Pie & Keventers Join Hands to Create the Original Milkshake

 

The Orion Choco-Pie milkshake is available in 200+ Keventers stores across India

New Delhi: Orion, one of the largest food companies in South Korea and makers of the original Choco-Pie has partnered with Keventers to create the Orion Choco-Pie milkshake in India. This is a new addition to the iconic milkshakes by the Keventers, one of the first ever ‘Made in India’ brands with over 250 outlets.

Founded in 1925, Keventers has long been known for its classic milkshakes. Along with Orion, the Orion Choco-Pie milkshake aims to serve all age groups. Available at 200+ Keventers stores across India, this milkshake is available in the distinct vintage-style, glass bottles across the nation. With the accelerating demand of online food orders, this milkshake is also available on Zomato and Swiggy.

Saurabh Saith, CEO of Orion India said, “As the 'Hallyu' or Korean Wave sweeps across the globe, there is an ever-increasing desire for Korean snacks and Orion wants to satiate this demand in India. The Orion Choco-Pie Milkshake is an excellent substitute for the normal chocolate milkshake and forms a perfect blend of the Choco-Pie and the delicious Keventers milkshake.”

Aman Arora, Co-Founder & Director of Keventers said: Chocolate is unquestionably the most popular milkshake flavour & we believe that the Orion Choco-Pie milkshake shall be a popular choice too – “200+ Keventers locations nationwide offer the Orion Choco Pie milkshake, expanding to new cities & areas. The milkshake's availability on Zomato and Swiggy was a logical progression given the growth of online food ordering."

"The Orion Choco-Pie milkshake wants to increase its popularity and affinity across all age groups. Drinking the Orion Choco-Pie milkshake is the best way right now to remain cool in this heat and also treat your taste-buds simultaneously!”Aman further claims.

About Orion

Established in 1956, Orion is one of the leaders in the world confectionery industry today. The company is one of the largest food companies in South Korea. A global conglomerate, the company is headquartered in Seoul, South Korea with manufacturing facilities in India, South Korea, Russia, Vietnam, & Other locations. The company offers high-quality products that are renowned for their unique taste.