Heritage Foods made a splash by acquiring a 51% stake in Get-A-Way, one of India’s quickly growing direct-to-consumer food and beverage brands.
This move places Heritage Foods in the Indian direct-to-consumer market, adding categories like healthy ice creams and desserts to their offerings, which fits with their Vision 2030 plan.
Get-A-Way has become known for its high-protein, no-sugar-added ice creams and clean-label desserts, gaining popularity among city consumers wanting healthier options. They handle over 8,000 orders a day in 35 cities using quick commerce and food delivery platforms.
The acquisition involved buying out some existing investors, with the original founders keeping 49%. Heritage Foods has the option to buy an additional 20% by March 2026, showing they believe in the brand’s growth potential.
Brahmani Nara, Executive Director at Heritage Foods, said that Get-A-Way’s health focus supports their goal of providing nutritious options that fit current lifestyles. She added that Heritage Foods’ experience will help Get-A-Way grow further.
This deal shows how established companies are bringing direct-to-consumer brands into their structure to reach new consumers. Get-A-Way’s revenues are up, and they expect to double them in the next fiscal year, driven by new ideas, digital marketing, and consumer data.
This also shows a trend where traditional companies are acquiring direct-to-consumer brands to build stronger consumer relationships and expand their product lines.
Get-A-Way’s approach, from packaging to its wellness-focused products, has made it a well-regarded brand. With Heritage Foods’ distribution network, this partnership should create chances for new product releases and improve the supply chain, expanding the brand beyond major cities.
Overall, the Heritage Foods-Get-A-Way deal is a notable story, combining traditional strengths with startup flexibility to shape the future of direct-to-consumer food and beverage brands in India.
