TruNativ, a nutrition brand from Mumbai specializing in protein and wellness products, has successfully raised approximately $30 million in a Series B funding round led by healthcare investor OrbiMed. This funding will support the company's plans for distribution expansion, product development, and entry into international markets.
The investment round consisted of new capital as well as secondary share sales from early investors. As consumer interest in nutrition and protein grows in India, TruNativ aims to leverage this momentum to enhance awareness of protein consumption beyond just fitness enthusiasts.
Expansion Plans
TruNativ intends to utilize the funds to strengthen its presence in various retail formats, including direct-to-consumer channels, quick commerce, modern trade, and pharmacies. The company is also preparing to launch its products in international markets, specifically targeting the United Arab Emirates and Singapore by the end of the year, according to founder and CEO Pranav Malhotra.
Malhotra emphasized the importance of innovation and research and development (R&D) in their growth strategy, stating that India should not only consume nutrition but also innovate in the field.
Market Landscape
The protein market in India is projected to grow significantly, with estimates indicating an increase from $1.62 billion in 2026 to $2.22 billion by 2031, according to market research firm Mordor Intelligence. This growth presents considerable opportunities for brands like TruNativ, which has reported revenues of approximately ₹125 crore in FY25 and anticipates surpassing ₹200 crore in the current fiscal year.
Strategic Focus
TruNativ is prioritizing growth over immediate profitability, operating at breakeven while making strategic investments. The rise of quick commerce has played a crucial role in expanding the company's customer base and geographic reach, allowing it to penetrate markets much faster than traditional methods.
Product innovation is central to TruNativ’s strategy, with offerings designed to cater to Indian consumption habits. Their heat-stable "Everyday Protein" can be incorporated into staple foods like rotis and curries, and the company collaborates with FMCG brands to enhance their products with protein.
Future Directions
Founded by Pranav and Mamta Malhotra, TruNativ operates across five nutrition categories: sugar substitutes, protein, gut health, beauty wellness, and performance nutrition. The company has also partnered with OrbiMed, which provides substantial support for its growth initiatives.
TruNativ aims to promote broader nutrition adoption, particularly focusing on protein consumption across all age groups. Malhotra noted the potential for expanding their fiber portfolio, emphasizing the need for scientific advancements in nutrition.
