Free Press Journal

IAN invests in consumer healthfood startup-Jiyo Natural

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The venture aims to convert India into a ‘fitter’ nation by providing fresh, wholesome and chemical free food

Indian Angel Network (IAN), India’s first and world’s largest angel investor network, has invested in Bangalore-based Jiyo Natural which offers personalized nutritionally balanced, calorie monitored and chemical free food through web and app. Rajiv Mehta and Sumit Dhingra have led this round of investment and will join the board of the company to further mentor and nurture the team and venture.

“Jiyo Natural has, as part of its core values, a strong sense of social responsibility that forms the foundation of its existence. While we are committed to the long term vision of being a key catalyst in creating a Healthy India, we are also committed to contributing to the society and will endeavour to promote a clean environment” said Mr. Rajesh Singh, Co- founder of Jiyo Natural. “With this investment we intend to reach out to at least 80% of the city (Bangalore) – before expanding to 5 other cities (Mumbai, Pune, Delhi-NCR, Chennai and Hyderabad) in the next expansion phase. It’s over Rs.12,500 crore market wherein we are growing at 10-15% annually. IAN have been extremely supportive in our journey, and we intend to work with them to build a very strong brand presence for Jiyo Natural in the country and abroad.” he further added.


Founded in May 2014, the idea and the concept of Jiyo Natural was born when three of the original set of co-founders including Sharan Hiremath and Jayas Damodaran met at Jindal Nature Cure Institute where they had enrolled for a regular health rejuvenation session. Sharan ran his own software company, Ariveguru while Jayas headed Sales Consulting at Oracle India. Subsequently, Rajesh Singh, who had previously worked with CISCO in the US and India, Gaurav Bhalotia who was a consultant on Technology working with a number of leading start-ups and Dr. Sunandini Sharma – a qualified Naturopath Doctor who had worked earlier at Jindal, joined the founding team.

The investment will be primarily utilized towards marketing, technology and infrastructure with the goal to create brand awareness through online and on the ground marketing besides creating easy to use web and mobile apps that can make it convenient for customers to order and maintain food subscriptions with the company.

Jiyo Natural addresses the growing segment of health conscious population in urban areas – working professionals and others who are pressed for time to prepare healthy food that can be consumed on a daily basis. Driven by rising occurrences of lifestyle diseases (50% increase in Coronary Diseases and 35% increase in Diabetes during 2010-2015 in Urban India), the “Health Conscious” segment of people has grown rapidly in cities – which is taking the preventive rather than curative lifestyle approach. Along with a rising income levels and a need for convenience, this segment presents itself as a very attractive and lucrative market for “healthy daily food.”

Going forward, new products like healthy snacks, health drinks, energy bars etc. are on the roadmap of the company.