Celebrity and fitness evangelist Milind Soman has invested an undisclosed amount in health food brand Ontherun of Stayfit Enterprize.
He will also be the brand ambassador the company.
“The health and wellness food segment is nascent and scattered and we plan to capture approximate 10 per cent market share in the healthy on-the-go food category in the next three years.
Shilpa Phadke, founder and director, Stayfit Enterprize said,
When I started pursuing outdoor endurance activities, I noticed the absence of natural, healthy and yet convenient food products, that can be consumed on the move. A foodie at heart, I saw an opportunity to create something. I quit my flourishing corporate career of 21 years in Telecom, to back this idea. I am a firm believer of nutrition through natural food. Need for supplements as a routine is a misconception. A thoughtful combination of natural food is as effective. Fortified products cannot recreate what nature created in the first place.
Founded by Shilpa Phadke in 2014,currently ONTHERUN energy bars are available in Pune, Mumbai, Goa, Delhi, and Noida through retail outlets numbering 100 – which include BigBasket, Big Bazaar, and other standalone stores. They are also available online through Amazon.
Milind Soman shared,
“I am a staunch believer of simple, natural food. I have never taken any supplements or have ever succumbed to any fad diets. I do make changes to my eating regime depending on my activity and schedule; however, I always keep it simple and most importantly natural. I came across ONTHERUN energy bars when I was invited to inaugurate a marathon expo in Pune. ONTHERUN was conducting tastings of their product. I instantly liked the taste; yes healthy food can also taste good! and the fact that it contains no sugar or preservatives. I remained a customer throughout the journey of ONTHERUN from prototype to the commercial product. I am looking forward to take this association to the next level and be part of growth story of Stayfit Enterprize. I believe in its core ideology, it is something I live by. There is a huge scope to bring our very own Indian super food into foray, by packaging it in a convenient form. I always get asked Sir Aap Kya Khate Ho? Working with ONTHERUN, gives me an opportunity to communicate with my followers and demystify the complexity around health food. I look forward to this exciting journey!”
The startup is aiming to garner revenues of up to $311K (INR 2 Crore) this year and hit the $7.79 Million (INR 50 Crore) mark in the next five years.