Indian cricketer Shikhar Dhawan has joined forces with omnichannel snack brand TagZ Foods, making an undisclosed investment in the startup and assuming the role of brand ambassador. The strategic collaboration aims to capitalise on Dhawan’s influential persona and appeal among young consumers, propelling the growth of the TagZ brand.
Founded in 2019 by Anish Basu Roy and Sagar Bhalotia, TagZ Foods offers a diverse range of popped potato chips, gourmet dips, and cookies. The startup distributes its products through its website, quick commerce platforms, and offline retail stores. With Dhawan’s investment and involvement, TagZ Foods intends to develop impactful advertising campaigns that resonate with a broader customer base, amplifying brand awareness.
Dhawan, renowned for his active lifestyle as a sportsman, expressed his enthusiasm for joining TagZ Foods’ journey and stressed the importance of embracing healthier eating habits and leading a balanced lifestyle. His dual role as an investor and brand ambassador signifies a profound and long-term partnership with the company.
This investment follows TagZ Foods’ recent successful pre-Series A funding round, which raised $2 million led by 9 Unicorns. In 2020, the startup secured $1.2 million in seed funding from a group of angel investors. With support from prominent investors like Dexter Angels, Agility Ventures, Venture Catalysts, Klub, and Indifi, TagZ Foods competes with other snack brands such as Happilo and Nourish You.
TagZ Foods has experienced remarkable growth, witnessing a 30-fold increase in volumes over the past 1.5 years. Currently, the brand’s products are available in 5,000 stores across 22 cities, as well as on quick commerce platforms like Swiggy Instamart and Zepto. The company has also expanded its market reach to international destinations, including Kuwait, Dubai, Maldives, and Australia.
Dhawan’s investment underscores the rising interest in direct-to-consumer (D2C) brands, particularly within the food and beverage sector. As more Indians embrace online shopping, the D2C ecosystem is poised for significant expansion. By 2030, India is projected to have over 500 million online shoppers, presenting a $400 billion opportunity for the homegrown e-commerce market. This growth trajectory has captured the attention of investors, resulting in a surge of funding for D2C startups.
The partnership between Shikhar Dhawan and TagZ Foods not only fortifies the brand’s position but also highlights the immense potential of the D2C ecosystem within India’s evolving consumer landscape.