Ranveer Singh Invests in Packaged Foods Startup Elite Mindset

Bollywood superstar Ranveer Singh has made a significant move into the packaged foods industry by acquiring a 50% stake in Elite Mindset, a startup backed by Kishore Biyani. Co-owned by Singh, Nikunj Biyani, and Think9 Consumer Technologies, the venture aims to cater to the growing demand for health-focused, protein-rich snacks in India.

Nikunj Biyani, who leads the initiative, shared his vision for the brand: “We see an opportunity to build a brand in the better-for-you packaged foods space with accessible and affordable protein-based products at the core of the venture.” The company’s first offering, protein bars under the SuperYou label, will be followed by an expansion into biscuits, protein powders, and breakfast cereals. This diverse product range will position Elite Mindset as a strong competitor in India’s packaged foods market.

While the exact amount of Singh’s investment has not been disclosed, the venture will start with an initial seed funding of ₹50 crore, signaling a robust commitment to its goals.

Tapping into a Growing Health-Focused Market

India is rapidly emerging as a key market for healthy snacking, driven by a growing preference for nutrient-rich options. A recent report by NielsenIQ revealed that “smart snacking” in the country is growing 1.2 times faster than traditional snacks. The report highlighted that 63% of consumers now prefer healthy snacks, with half of them carefully reading ingredient labels for nutritional information.

This trend aligns perfectly with Elite Mindset’s mission to offer affordable, protein-based snacks tailored to health-conscious Indian consumers. Ranveer Singh emphasized this commitment, stating, “I wanted to enable protein consumption in simple and affordable ways for Indian consumers.”

Think9 Consumer Technologies’ Expanding Footprint

Elite Mindset is the latest addition to the portfolio of Think9 Consumer Technologies, a multi-brand platform backed by Kishore Biyani’s daughter, Ashni. Think9 already manages several niche brands, including:

• Sorrentina, which offers Italian ready-to-cook and bakery foods

• Smartsters, a kids’ furniture brand

• Kingdom of White, a white shirt-focused apparel line

• Beauty in Everything, a personal care label

• The Good Bug, specializing in probiotics

This diversified portfolio positions Think9 as a leading player in niche consumer categories, with Elite Mindset bolstering its presence in the growing health-foods sector.

Celebrity Investors Driving Startup Growth

Ranveer Singh’s investment in Elite Mindset is part of a larger trend of celebrities supporting innovative startups. Singh’s portfolio already includes notable investments in brands such as Sugar Cosmetics, BoAt (wearables), and Epigamia (Greek yogurt).

The last few years have seen numerous actors and sports personalities investing in startups, often blending financial stakes with endorsement deals. Examples include Alia Bhatt’s investment in the sustainable baby care brand SuperBottoms, Sachin Tendulkar’s strategic backing of used-car platform Spinny, and MS Dhoni’s stake in meat brand Shaka Harry and Cars24. These investments not only amplify the startups’ visibility but also provide significant returns, as demonstrated by Ayushmann Khurrana’s 400% profit from his investment in The Man Company.

Elite Mindset’s entry into the packaged foods market comes at a time when consumer preferences are shifting towards health and affordability. With Ranveer Singh’s star power and a strong team backing the venture, Elite Mindset is poised to become a game-changer in the “better-for-you” packaged foods segment.

By focusing on innovative, protein-rich products, Elite Mindset is set to capitalize on the growing demand for smart snacking, contributing to a healthier and more conscious eating culture in India.