Mumbai, India Reliance Consumer Products, a subsidiary of Reliance Retail, has acquired TagZ Foods, a D2C snacking startup that was featured on Shark Tank India. At the report stage, the transaction is for ₹28 crores or $3.3 million, though the value may change once due diligence is conducted. This would be a further effort by Reliance to solidify its position in the highly competitive D2C market while supporting a struggling brand.
TagZ Foods: A Promising Start
TagZ Foods was founded in 2019 by Anish Basu Roy and Sagar Bhalotia. It gained a lot of popularity due to its innovative snacks, such as popped potato chips, gourmet dips, and cookies, aimed at health-conscious customers looking for different snacking options.
The startup followed the omnichannel approach by selling its products via its website, e-commerce, and retail stores. Its appearance on Shark Tank India increased visibility, garnering both investor’s interested consumer trust.
Operational Challenges and Stoppage of Production
After raising $3.2 million in funding, TagZ Foods failed to scale its operations. Recently, the company stopped production due to severe operational challenges. Consequently, its products disappeared from retail stores as well as e-commerce sites.
Mass exits by employees further battered the company, which magnified its challenges. These problems made the company go for a distress sale in the end.
Support from Star Investors
TagZ Foods had the blessings of leading investors. Cricketer Shikhar Dhawan invested an unknown amount in the startup and became its brand ambassador, hence strengthening the market reach.
The startup has received $2 million in a pre-Series A funding round in the month of May 2023. Its investors are 9Unicorns, Dexter Angels, Agility Ventures, Venture Catalysts, Klub, Indifi, and Rannvijay Singha. Despite the funding, the company was unable to navigate out of the operational hurdles.
A Strategic Move by Reliance to Acquire Tagz
The acquisition of TagZ Foods by Reliance Consumer Products falls perfectly within the theme of adding strength to its D2C portfolio. The vast network of Reliance and operational expertise offered a chance to revive the struggling brand.
D2C snacking market: The rise in demand for healthier, premium snacks is unstoppable. The innovative product line of TagZ Foods finds great ammo in this trend, and it will make for some excellent addition to Reliance’s consumer goods portfolio.
A New Beginning
Reliance can rebuild its market presence through this brand by using its resources and infrastructure. The brand may be able to redress past wrongs and scale up owing to the resources and infrastructure of Reliance.
Reminding one of the acquisitions marks another critical challenge that startups face amidst innovation and operational efficiency. This marks a new avenue for Reliance in dominating the emerging snacking market. This may represent a much-needed revival for TagZ Foods.
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