Shaka Harry Raises USD 2 Mn Led By Better Bite Ventures, Others


Liberate Foods Pvt. Ltd., a plant protein company with a meat alternate line, Shaka Harry has received a total investment of US$ 2 M in seed funding round led by Better Bite Ventures, Blue Horizon and venture debt fund – Panthera Peak. Other investors include; Dexler Holdings, Chef Manu Chandra and a group of domestic family offices and angel investors.

Liberate Foods is founded by proven founders with prior experience and success in scaling businesses in India and globally. The co-founders include Anand Nagarajan, Sandeep Devgan, Hemalatha Srinivasan, Ruth Renita and Anoop Haridasan. The cofounders and leadership team consists of specialist, functional leaders with extensive experience in the food sector. 

Anand Nagarajan, Co-founder, Shaka Harry said, “It is the most exciting time to launch a consumer brand on the smarter protein platform. We are already the best performing brand in the online stores where we have presence. Our products are doing significantly better than competition on taste and customer response. When we think about sustaina-bility, we usually think about energy and transportation. Food is an area that can move the sustainability needle much more. Winning a consumer segment in the food space needs a well-designed product range, deep expertise in taste and flavour and consistent cus-tomer experience. The team at Shaka Harry, with in-house flavour and taste solutions coupled with an experienced team is poised to build the market leading brand in plant-based products.”

Sandeep Devgan, Co-founder, Shaka Harry commented, “Plant-based meats have a huge scope of acceptability in India, particularly among the growing flexitarian population. Yet not many brands have been able to make a mark due to the inability to replicate real meaty tastes in vegetarian profiles. That’s where Shaka Harry has been able to make a difference. By partnering with top flavourists, who are masters in recreating impactful meaty top notes using vegetarian ingredients, we have been able to offer Indian consum-ers a first-of-its-kind ‘just-like-chicken’ & ‘just-like mutton experience’ minus the guilt.”

The company has a monthly customer base of 25,000. The monthly growth expected for the next few quarters is around 20 to 30%. Shaka Harry aims at aggressive growth over the next 5 years. Shaka Harry range of products are available across Mumbai, Delhi, Bengaluru, Hyderabad, Chennai, Pune, Ahmedabad and Gurgaon.

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