Jasper Food Manufacturers Pvt. Ltd. (JFMPL), which handles Ready-to-Eat (RTE) and Ready-to-Cook (RTC) products for Jasper Group, bought 10% of SoupX, a health-focused food-tech brand that got noticed on Shark Tank India Season 2. This investment shows SoupX is one of the newest D2C startups getting investment as India’s D2C scene grows.
SoupX, started in 2021, has made a name for itself in India by selling nutritious soups and soup-based meals directly to consumers, designed for today’s lifestyles. They sell vegan, keto, and diabetic-friendly options, which fits with what Indian D2C consumers want: healthy, convenient, and clean products. Being on Shark Tank India helped SoupX get its name out there and gain consumer trust, which is important for D2C brands to grow in India.
Jasper Food’s investment is a turning point for SoupX. It’s not just about the money; it’s a partnership, which is becoming normal in Indian D2C deals. For SoupX, this money and support come at a good time. They’ve already proven their idea works in Delhi-NCR and have a loyal customer base that cares about taste and nutrition. With this boost, SoupX is ready to grow its D2C business and sell to more markets in India.
Looking at the bigger D2C picture in India, this deal shows how established food companies are working with new, brand-focused startups to stay current. Jasper Food is known for its organized processes, investing in automation, cold-chain logistics, and tracking systems to keep things consistent and safe—which is important for D2C food and beverage brands. This helps SoupX grow without dropping product quality, which is a common issue for fast-growing D2C brands in 2025.
SoupX also fits into the bigger D2C trends in 2025, where wellness, specialized nutrition, and ready-to-eat products are doing better than regular packaged foods. As quick commerce and online grocery shopping increase, brands that offer convenient and healthy products are growing faster which makes SoupX a good investment.
Jasper Food’s logistics network and growing manufacturing capacity help SoupX grow. This setup lets SoupX go from a regional D2C brand to a nationwide one, handling more volume while keeping quality consistent. Their focus on responsible sourcing, resource use, and recyclable packaging also matches what D2C wellness startups and premium brands in India are doing.
For investors and people watching the Indian D2C space, this partnership shows a trend: the future of D2C will be shaped by brands and systems working together. With a unique product, increased brand awareness after Shark Tank, and support from Jasper Food, SoupX is a D2C brand to watch in the Indian food-tech world.
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