Aniket Pujari
The newly secured funds will be used to enhance the company’s product development capabilities and ramp up its research and development (R&D) initiatives, focusing on creating new product segments.
According to Vinay Maheshwari, Founder of The Health Factory, the company is currently present across all metropolitan cities and has recently expanded into cities like Lucknow, Chandigarh, and Ahmedabad. “We want to build depth from street to street, from road to road, from area to area, and then go to the city and then move to the next city and so on. Once that playbook is ready, replication becomes very easy, but cracking that playbook is essential,” he explained.
The funds will also support the company in assembling the right team, aligning its growth metrics, and ensuring operational efficiency without unnecessary financial burn.
Positioning itself as a premium brand, The Health Factory’s bread products are priced 20%-25% higher than regular alternatives. However, Maheshwari believes consumers are willing to make this switch due to the increasing focus on healthier lifestyles. “The uptake of our product is much higher because the consumer is moving towards the healthier trend. Even with a marginal price difference of Rs 10-15, the consumer doesn’t mind moving towards a healthier alternative,” he noted. In particular, the brand’s protein bread targets a niche audience mindful of protein intake, further differentiating its offerings.
The company’s flagship products, protein bread and zero maida bread, are currently in demand, and Maheshwari mentioned that the focus will be on doubling down on these categories. However, he also hinted at exciting future innovations, stating that The Health Factory has various other health-centric products in the pipeline.
Watch the accompanying video for the entire conversation.
