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parent Macobs Technologies has entered a share purchase agreement to acquire 50.01% stake in health and wellness-focussed D2C brand Getmymettle for INR 10.5 Cr.\u00a0<\/p>\n\t\t\t\t\t\tSUMMARY<\/p>\n
Menhood parent Macobs Technologies has entered a share purchase agreement to acquire 50.01% stake in health and wellness-focussed D2C brand Getmymettle for INR 10.5 Cr<\/p>\n
The company said it bought 1.49 Lakh equity shares of the D2C brand\u2019s parent Dhanta Wellness Pvt Ltd at INR 707.2 per share, taking the total deal value to INR 10.5 Cr<\/p>\n
Once the deal is closed, the company will operate Getmymettle’s whey protein and allied nutrition products, along with its brands, licenses, teams, supply chain, and digital assets<\/p>\n
Foraying into the lucrative protein supplementation segment, Menhood parent Macobs Technologies has entered a share purchase agreement to acquire 50.01% stake in health and wellness-focussed D2C brand Getmymettle for INR 10.5 Cr.\u00a0<\/p>\n
In a stock exchange filing, the company said it bought 1.49 Lakh equity shares of the D2C brand\u2019s parent Dhanta Wellness Pvt Ltd at INR 707.2 per share, taking the total deal value to INR 10.5 Cr. The deal is expected to fructify within one month.<\/p>\n
Founded in 2023 and umbrellaed nutrition product manufacturer Swasthum, Getmymettle offers protein focussed food supplements like Whey Protein, energy bars, protein bars, peanut butters among others. The brand\u2019s turnover for the fiscal year FY25 declined 32% YoY to INR 13.4 Cr, while its PAT reduced 60% YoY to INR 1.6 Cr<\/p>\n
With the investment, Macobs wants to enter the lucrative protein segment, integrating this business with its own. Once the deal is closed, the company will operate Getmymettle\u2019s whey protein and allied nutrition products, along with its brands, licenses, teams, supply chain, and digital assets.<\/p>\n
\u201cThe acquisition\u2019s impact is expected to diversify the portfolio from grooming and lifestyle category into a higher repeat-purchase nutrition category, enabling cross-sell\/bundling and potentially improving customer lifetime value and subscription-led revenues. It should also create operating synergies by combining performance marketing, D2C tech stack, warehousing, customer support, and procurement to improve unit economics,\u201d the company said.<\/p>\n
It is unclear whether the company would acquire further stake in this business as of yet.\u00a0<\/p>\n
The acquisition comes almost a month after the D2C brand raised INR 42.2 Cr by issuing 24.8 Lakh convertible equity warrants from investment firms Pinnacle Investments and Capital Vision, investor Raman Talwar as well as promoter and CBO Divya Gandotra.<\/p>\n
The business diversification comes at a time when there is a renewed interest in protein first D2C brands in India. As per a report by IMARC group, the protein supplement market in India is expected to exceed $1.5 Bn by 2033 from $860 Mn in 2024, growing at a CAGR of 7%.<\/p>\n
Recently, startups operating in the sector have raised millions of dollars in funding, leading to category creation. Prominent protein-first snacking brands that recently gained traction include\u00a0 SuperYou, Yogabar, Max Protein, The Whole Truth, among others.\u00a0<\/p>\n