In a significant move for the D2C ecosystem India, FitFeast, one of the latest D2C food and beverage brands, has raised INR 5.5 crore in a D2C funding round led by Inflection Point Ventures (IPV). The seed round also saw participation from high-profile investors, including Raghav Singhal (Founder, Swasthum Wellness), Santosh Govindaraju, and senior executives from HSBC—boosting FitFeast’s presence in the ever-evolving D2C startup news landscape.
Founded in 2021 by Aditya Poddar, FitFeast has emerged as a direct-to-consumer India brand dedicated to reinventing protein-rich snacking. With a product range including protein chips, Malai Kulfi shakes, and dessert bars tailored for Indian palates, FitFeast is leading the way among creator-led D2C brands and celebrity-backed D2C startups in the functional food category.
The fresh capital will be used to fuel D2C expansion plans, including digital marketing, team hiring, product innovation, and strengthening distribution across metros and Tier-1 cities. The company will also focus on introducing D2C product launches with India-first formulations targeting the $4B+ protein food market, a segment growing at over 20% CAGR.
The brand gained nationwide traction after its appearance on Shark Tank India Season 4, where Poddar’s compelling pitch spotlighted India’s growing protein deficiency and how FitFeast addresses it with flavorful, convenient D2C business model India. The company has already sold over 10 million grams of protein, clocking monthly revenue of ₹50+ lakhs and 5x growth in the last four months—highlighting robust D2C revenue growth.
Adding star power to its mission, cricket icon Shane Watson joins as investor and brand partner. Watson praised FitFeast’s products, stating, “The first time I tried the Protein Chips and Malai Kulfi Shake, I was hooked. FitFeast has cracked the code of making protein fun, and I wanted to be part of that journey.” He joins fellow cricketer Axar Patel, another ambassador and investor in the brand, cementing FitFeast’s place among rising celebrity-backed D2C startups.
FitFeast’s D2C distribution strategy includes its own website, along with quick commerce D2C platforms like Zepto, Blinkit, and major marketplaces such as Amazon and Flipkart—delivering across 20,000+ Indian pin codes. This omnichannel D2C strategy ensures maximum reach and scale for the brand’s high-retention product range.
Backed by IPV, one of India’s top investors in VC-backed D2C brands, FitFeast represents the future of sustainable D2C brands blending taste, health, and technology. IPV, through its Physis Capital ($50 Mn CAT 2 VC Fund), continues to invest in fastest-growing D2C brands and high-impact founders, having already deployed ₹800+ crore across 250+ startups.
With this funding, FitFeast is poised to lead India’s protein revolution, tapping into rising D2C consumer behavior India trends and creating a new benchmark for premium D2C brands India. As India’s D2C industry news heats up in 2025, FitFeast stands out as a powerhouse with taste-first innovation, cricket credibility, and high-growth momentum.