Malaika Arora Invests In Desserts Startup

By Mahenoor Khan    -   February 1, 2023

After selling majority stake to Biryani by kilo, Mumbai based “Get-a whey” received INR 1 Cr from bags another investment from Malaika Arora at an undisclosed valuation

Date of announcement: January 2023

Company legal Name: Peanutbutter and Jelly Private Limited

Founders: Founded by two engineers and their mom to promote healthy desserts Ms. Jimmy Shah, Jash Shah and Pashmi Shah in 2019.

Funding status till date: ~Rs. 16 cr till date (excl. current round)

Type of funding: Debt

Valuation: Not disclosed

Investors: Initial funding of Rs.1 cr from sharks i.e. Aman Gupta, Ashneer Grover and Vineeta Singh followed by USD 2mn from Skygate Hospitality (Biryani by Kilo) and undisclosed funds from Malaika Arora

Company’s business:

Healthy is a new trend and considering this many celebrities are investing in startups which dealing in health related supplements and commodities. Get-a-Whey is a startup selling healthy ice creams which are packed with proteins (mixed with whey protein).

Being health freak and facing the problem themselves that typical desserts available in the market are packed with high fat and sugar content, founders got an idea when one day they asked their mother to whip a healthier option to satiate post-workout cravings. Mother being the best food makers, got onto it in a jiffy. It was on the very first bite, they decided that this ice cream has to be shared with the world. That's how Get-A-Whey was born (i.e. Getaway from Guilt). Ice creams were turned healthy yet outrageously tasty, packed with whey-protein and no added sugar.

In just over two years, a kitchen experiment has turned into India's first healthy ice cream brand with cloud kitchens spread across various cities in India.

Recently, in October 2022, company secured funding for USD 2mn from Skygate Hospitality (owner of biryani by kilo) for majority stake in Company with an objective to grow rapidly though existing 100 outlets of Biryani By Kilo in more than 45 cities, the company said in a statement.

After roping in Malaika Arora, Get-A-Whey plans to introduce keto cheesecakes, vegan gelatos, and other healthy desserts in one to two months. Malaika has also become the brand ambassador of the startup as a part of deal.

Company’s view:  These funds will enable us to innovate in terms of product, build an extremely agile distribution and create brand awareness," Get-A-Whey co-founder and CEO Jash Shah said and will be conducive to hire talent, expand manufacturing capabilities, widen its product portfolio and create a robust sales channel.

Talking about the recent funding by Malaika Arora, Get-A-Whey is planning to introduce keto cheesecakes, vegan gelatos, and other healthy desserts in one to two months.

Investor’s view : Biryani by Kilo founder & co-CEO Vishal Jindal said the partnership will help in reaching out to new and existing customers to offer a combination of the company's biryani with Get-A-Whey's desserts. With our investment and deep value-addition, we are confident in scaling Get-A-Whey to become category creators as well as category leaders in several emerging categories," he added.

Competitors: Currently, India’s Ice cream and desserts market is majorly controlled by chains like Kwality walls, Naturals, Gianis however, placing it as a health substitute and catching share with a bite is what the Startup eyes.

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