Mensa Brands takes over MyFitness and wants to turn it into a 1,000 crore brand

Direct-to-consumer (D2C) business Mensa brands on Monday said it acquired a health food startup MyFitness for an undisclosed amount, with the aim of turning it into a Rs 1,000 crore brand in the next three to four years.



The acquisition will help Mensa Brands launch new categories, scale D2C, invest in brand building and expand into global markets.

“MyFitness is a fast-growing brand loved by consumers and we will scale the brand to have an omnichannel global presence by leveraging our technology-led playbook. We believe we can build MyFitness into a Rs Rs brand 1,000 crore in the next three years, four years,” said Ananth Narayanan, founder and CEO of Mensa Brands.

Founded in 2019 by Mohammad Patel and Rahil Virani, MyFitness is popular with fitness enthusiasts, millennials, Gen Z and athletes.

MyFitness is the first to launch a chocolate variant of Peanut Butter in India and the world’s first crunchy Peanut Butter.

It is also the official snack partner of IPL teams, Punjab Kings and Delhi Capitals.

“We are excited to partner with Mensa Brands, an industry leader with a proven track record of scaling brands exponentially,” said Patel.

MyFitness currently has over 30 SKUs (stock Keeping Units) with an average retail price of Rs 500.

Mensa Brands, founded by Narayanan who is former CEO of Myntra and Medlifeis backed by global investors such as Accel Partners, Falcon Edge Capital, Norwest Venture Partners, Prosus and Tiger Global Management.

It registered a net revenue run of Rs 1,500 crore in the first 12 months of operations.

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