Omnichannel snack brand TagZ Foods raised undisclosed amount from Indian cricketer Shikhar Dhawan. As part of the deal, Dhawan will also serve as the brand ambassador for the startup. This partnership aims to leverage Dhawan’s brand persona and appeal among young consumers to scale the TagZ brand.
TagZ Foods, founded in 2019 by Anish Basu Roy and Sagar Bhalotia, offers a range of popped potato chips, gourmet dips, and cookies. The startup sells its products through its website, quick commerce platforms, and offline retail stores. The investment and collaboration with Dhawan will enable TagZ Foods to develop advertising campaigns that effectively reach a wider customer base and promote the brand.
Dhawan, known for his active lifestyle as a sportsman, expressed his excitement about being part of TagZ Foods’ journey and emphasized the importance of eating better and leading a healthy lifestyle. The cricketer’s involvement as both an investor and brand ambassador signifies a deep and long-term partnership with the company.
This investment comes shortly after TagZ Foods raised $2 million in a pre-Series A funding round led by 9 Unicorns. The startup had previously secured $1.2 million in seed funding from a group of angel investors in 2020. With backing from investors such as Dexter Angels, Agility Ventures, Venture Catalysts, Klub, and Indifi, TagZ competes with other snack brands like Happilo and Nourish You.
TagZ has experienced significant growth, recording 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 and through quick commerce platforms like Swiggy Instamart and Zepto. TagZ has also expanded its reach to international markets, including Kuwait, Dubai, Maldives, and Australia.
The investment by Dhawan highlights the growing interest in direct-to-consumer (D2C) brands, particularly in the food and beverage sector. As more Indians go online and explore online shopping, the D2C ecosystem is expected to flourish. By 2030, India is projected to have over 500 million online shoppers, creating a $400 billion opportunity for the homegrown e-commerce market. This growth has attracted the attention of investors and led to a surge in funding for D2C startups.
The partnership between Shikhar Dhawan and TagZ Foods not only strengthens the brand but also underscores the potential of the D2C ecosystem in India’s evolving consumer landscape.