Curefit aims to expand its Whole.fit vertical across 10 cities of India with over 3000 SKUs and over 50 categories. Currently, Whole.fit is available in Bengaluru and is also being displayed as an option in New Delhi.
Whole.fit focuses on a niche of clean-labelled and healthy packaged food items across multiple categories. It provides a curated selection of packaged food from different brands as well as its private label.
At present, Whole.fit has more than 500 SKUs spread across over 20 food categories such as staples and spices, breakfast cereals, instant foods, health supplements, snacks, beverages, sauces and spreads etc.
Sachin K, Business Head, food, Whole.fit, said, “In 2020, we plan to expand our coverage across 10 cities of India with more than 3000 SKUs and over 50 categories.”
“As we continued to grow and expand (Eat.fit), it emerged that customers were looking to have a wider selection of packaged food products. There are very few clean packaged food options available in the market which further steamed the need to expand the category taking a customer backwards view,” he added.
The new vertical plays a crucial role in giving the complete meal experience to customers. Whole.fit has also helped drive up the AOV (Average Order Value) of the business. The brand has already become close to 20% contributor to Eat.Fit revenue.
Sachin further stated, “In a limited span of time brand Whole.fit has also established strong business collaborations with leading FMCG food players like RAW Pressery, Epigamia and Bagrrys and have launched exclusive co-branded SKUs with them.”
Curefit was founded by former Flipkart Executive Ankit Nagori and Myntra Co-Founder Mukesh Bansal in 2016. The Bengaluru-based company caters to all segments within the health and fitness sector like physical fitness through Cult.fit, mental wellness and yoga in Mind.fit, food delivery and diet recommendations through Eat.fit, and medical and diagnostic centres Care.fit.
Curefit works on an offline-online model. It allows users to book sessions and classes through its mobile app. The firm claims to have more than 180 Cult.fit physical fitness centres and over 35 Mind.fit centres in six Indian cities, including Mumbai, Chennai, Jaipur, Bengaluru, Delhi NCR and Hyderabad.