Big food and consumer companies in India are still snapping up fast-growing, health-focused brands, which is changing the D2C scene. A recent D2C news story: Devyani International’s Sky Gate Hospitality sold its whole stake in Peanutbutter and Jelly Pvt Ltd to Heritage Foods. This was mainly about nabbing and growing Get-A-Way, a D2C dessert brand that’s been doing really well.
Sky Gate Hospitality sold off its 51% stake in Peanutbutter and Jelly, according to a filing. Now, it’s no longer a subsidiary of Sky Gate or Devyani International. The price wasn’t made public, but the deal shows that dairy and FMCG companies are getting more interested in buying cool, health-first D2C brands in India that people actually like.
Get-A-Way is the main reason for the purchase. It’s a dessert brand that’s all about health and has made a name for itself in India’s D2C food and drink market with its high-protein, no-sugar-added ice creams and desserts. The brand is targeting a group of people who want tasty treats that are also good for them, with clean ingredients and controlled sugar.
Get-A-Way fits into the trend of people wanting to indulge, stay fit, and snack smart. It’s been doing well because there’s a growing demand in India for high-protein, low-sugar, and foods that do something extra for your health. City folks who care about fitness know and like the brand, which makes it stand out in the D2C world. Wellness is becoming more mainstream.
For Heritage Foods, buying Get-A-Way means they’re getting into those lifestyle-driven D2C categories that are worth more than just regular dairy. Heritage is adding a D2C business that’s ready to grow, has fans, and sells a product that fits with long-term health trends. Now they can use their cold storage, factories, and delivery network to help Get-A-Way grow in big cities and smaller towns.
For Devyani International, this sale is about focusing on its main restaurant business. Sky Gate Hospitality, which Devyani bought last year, owns brands like Biryani By Kilo and Goila Butter Chicken. Selling Peanutbutter and Jelly lets Devyani clean up its portfolio and lets Get-A-Way grow faster with a company that’s better suited for cold storage and packaged foods.
This deal is also happening while Devyani International is planning to merge with Sapphire Foods. If that goes through, it’ll create one of India’s biggest restaurant operators. The Get-A-Way purchase shows that wellness-focused D2C brands can really grow and are worth buying.
From a D2C startup point of view, this deal means that companies are finding ways to exit, with big food and dairy companies buying them up. Brands like Get-A-Way, which make money, have a clear identity, and have loyal customers, are being seen as companies that can grow for a long time.
As the D2C market keeps leaning towards healthy, high-protein, and low-sugar options, Get-A-Way is in a good spot to grow quickly under Heritage Foods. It’s part of a bigger shift in Indian D2C marketing, where wellness-first brands are becoming more important for growing consumer sales.
