Bengaluru-based cloud kitchen startup Curefoods has announced Bollywood superstar Hrithik Roshan as an investor and brand ambassador for its flagship brand, EatFit, which is now being repositioned under ‘Kitchens of EatFit.’ The company, however, has not disclosed the financial terms of the deal.
The newly launched ‘Kitchens of EatFit’ umbrella houses eight brands: EatFit (EF), HRX by EatFit, Great Indian Khichdi (GIK), Homeplate, Chaat Street, Rolls on Wheels, Millet Express, and Madras Curd Rice Company.
According to a company statement, the initiative aims to establish itself as a mark of trust, emphasizing food safety and nutrition with a focus on Zero Chemicals, Zero Trans Fat, and ISO-Certified Kitchens.
The brand aims to expand its nutritious offerings to more than 10 cities across the country.
This development comes as Curefoods prepares to go public. The startup has recently initiated discussions with bankers regarding its IPO and is in the process of finalizing advisors.
The Accel-backed company is expected to launch its initial public offering (IPO) in the latter half of the financial year 2025-26 (FY26), aiming to raise approximately $300-400 million.
The final size of the IPO will depend on the extent of secondary share sales by existing shareholders.
In a strategic move to enhance its distribution capabilities, Curefoods recently made an investment in packaged ice solutions company Dras Ice.
This partnership is expected to strengthen Curefoods’ frozen chain logistics for cloud kitchens and quick-service restaurants (QSRs), further solidifying its presence in the industry.
