The Slurrp Farm : A Case study

Slurrp Farm, an emerging brand in the health and organic food sector for children, has carved a niche for itself in the Indian market with its range of nutritious, tasty, and convenient food options.

1. Founding Story:

Wholsum Foods, known for its millet-based food brand Slurrp Farm, actor Anushka Sharma is also a part of the company as an investor and brand ambassador.

Slurrp Farm was born from the concern of two mothers, Meghana Narayan and Shauravi Malik, about the lack of healthy and nutritious options readily available for children.

hey discovered the potential of millet and decided to create innovative and delicious products using these ancient grains. Their mission was to provide healthy and tasty food for children that would also be good for the environment and support farmers.

2. Early Challenges:

Initially, Slurrp Farm faced challenges in sourcing quality millets, educating consumers about their benefits, and overcoming the limited awareness of millet-based products.

They also had to navigate the competitive landscape of the children’s food market, which was dominated by sugary and processed options.

3. Market Positioning:

Slurrp Farm positions itself as a premium brand offering healthy and convenient food options for children and toddlers.

They focus on using natural ingredients, avoiding artificial flavours and preservatives, and prioritizing nutrition.

Their target audience includes health-conscious parents who are looking for better alternatives to traditional snacks and cereals.

4. USP (Unique Selling Proposition):

Slurrp Farm’s USP lies in its use of millets, which is considered to be a superfood due to its high nutritional value and gluten-free nature.

They offer a variety of innovative and delicious products like cereals, pancakes, snacks, and mixes that are specially designed for children and cater to their taste preferences.

5. Innovation and Differentiation:

Slurrp Farm continuously innovates by introducing new products and flavours. They also focus on developing products that address specific dietary needs, such as vegan and gluten-free options.

Their packaging is colourful and attractive, designed to appeal to children. They actively engage with their community through social media and online platforms, building a loyal customer base.

6. Marketing Strategy:

Slurrp Farm utilizes a multi-pronged marketing strategy. They leverage social media platforms like Instagram and Facebook to reach out to their target audience.

They also collaborate with influencers and parenting blogs to spread awareness about their products. Additionally, they emphasize partnerships with leading retailers and online platforms to increase their reach and accessibility.

7. Revenue in 2023 (estimated):

In FY23, Slurrp Farm’s revenue more than doubled to Rs 42 crore.

8. Competition:

Slurrp Farm competes with other brands catering to the children’s food market, including established names like Nestle, Britannia, and Kellogg’s.

However, their focus on millets and innovative offerings helps them stand out in the market.

Additionally, they face competition from other healthy food brands targeting children, such as Yogis and Happy Munch.

9. Investors in Slurrp

Regulatory documents submitted to the Registrar of Companies (RoC) reveal that Alkemi Growth Capital and Madhurima International, serving as an investment arm of the Narotam Sekhsaria family office, each contributed Rs 17.5 crore.

Direct-to-consumer (D2C) specialist Fireside Ventures invested Rs 12.4 crore in the venture. Additionally, Raed Ventures, a venture investor focusing on the Middle East and North Africa, added Rs 5.5 crore in this funding round.

Conclusion: Slurrp Farm has carved a niche for itself in the children’s food market by offering healthy and innovative products made with millet. Their focus on quality, innovation, and community engagement has contributed to their success.

As they continue to expand their product range and reach new markets, Slurrp Farm is well-positioned for further growth in the years to come.

FAQ about Slurrp Farm:

1. Who are the founders of Slurrp Farm?

Slurrp Farm was founded in 2016 by Meghana Narayan and Shauravi Malik.

2. Who are the investors and brand ambassadors for Slurrp Farm?

Anushka Sharma, the famous Bollywood actress, is both an investor and brand ambassador for Slurrp Farm. She came on board in April 2022 to support and promote the brand

3. What is the product range of Slurrp Farm?

Slurrp Farm sells a range of products, including porridge, cereals, puffed snacks for children, millet pancakes, millet dosa, and cake mixes.

4. What is the revenue of Slurrp Farm?

The startup’s revenue more than doubled in FY23, reaching Rs 42 crore.

Source :

  1. Economic Times
  2. The Kredible
  3. The Hindu Business Line
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