Indian Angel Network (IAN), India’s first and world’s largest angel investor network, has invested in Bangalore-based Jiyo Natural which offers personalized nutritionally balanced, calorie-monitored and chemical-free food through web and app. Rajiv Mehta and Sumit Dhingra have led this round of investment and will join the board of the company to further mentor and nurture the team and venture.
“Jiyo Natural has, as part of its core values, a strong sense of social responsibility that forms the foundation of its existence. While we are committed to the long term vision of being a key catalyst in creating a Healthy India, we are also committed to contributing to the society and will endeavor to promote a clean environment,” said Jayas Damodaran, Co-founder of Jiyo Natural.
Mr. Rajesh Singh, another co-founder, said, “With this investment, we intend to reach out to at least 80% of the city (Bangalore) – before expanding to 5 other cities (Mumbai, Pune, Delhi-NCR, Chennai and Hyderabad) in the next expansion phase. It’s over Rs. 12,500 crore market wherein we are growing at 10-15% annually. IAN has been extremely supportive in our journey, and we intend to work with them to build a very strong brand presence for Jiyo Natural in the country and abroad.”
Founded in May 2014, the idea and the concept of Jiyo Natural was born when three of the original set of co-founders including Sharan Hiremath and Jayas Damodaran met at Jindal Nature Cure Institute where they had enrolled for a regular health rejuvenation session. Sharan ran his own software company, Ariveguru, while Jayas headed Sales Consulting at Oracle India. Subsequently, Rajesh Singh, who had previously worked with CISCO in the US and India, Gaurav Bhalotia who was a consultant on Technology working with a number of leading start-ups and Dr. Sunandini Sharma – a qualified Naturopath Doctor who had worked earlier at Jindal, joined the founding team.
The investment will be primarily utilized towards marketing, technology and infrastructure with the goal to create brand awareness through online and on the ground marketing besides creating easy to use web and mobile apps that can make it convenient for customers to order and maintain food subscriptions with the company.
Sumit Dhingra, the IAN lead investor who is also joining the board, commented on the investment saying,”Given the growing focus on personal health and fitness, we believe the time is right for Jiyo Natural to make its entry into other markets. The Jiyo Natural team is doing a great job by addressing the needs of the growing market of corporate employees, fitness enthusiasts, specialty health centers etc.”
Jiyo Natural addresses the growing segment of health-conscious population in urban areas – working professionals and others who are pressed for time to prepare healthy food that can be consumed on a daily basis. Driven by rising occurrences of lifestyle diseases, (50% increase in Coronary Diseases and 35% increase in Diabetes during 2010-2015 in Urban India) the “Health Conscious” segment of people has grown rapidly in cities – which are taking the preventive rather than curative lifestyle approach. Along with a rising income levels and a need for convenience, this segment presents itself as a very attractive and lucrative market for “healthy daily food”.
Currently, Jiyo Natural addresses the needs of the health conscious market with its two products:
Jiyo Health – a nutritionally balanced meal (lunch/dinner) that is wholesome, calorie counted, chemical free and cooked in a scientifically healthy manner.
Jiyo Manage – a personalized meal option for those who have a health or lifestyle condition that he/she needs to manage.
Going forward, new products like healthy snacks, health drinks, energy bars etc. are on the roadmap of the company.