ITC has completed the acquisition of Yoga Bar for ₹645 crore, strengthening its presence in the health and wellness-focused food segment.
A landmark D2C exit
The ₹645 crore deal is one of the largest all-cash acquisitions of an Indian D2C food brand, and a proof point for the entire better-for-you category. Yoga Bar built its brand on protein bars and breakfast products aimed at urban, health-conscious consumers — exactly the demographic ITC wants as it premiumises its foods portfolio beyond biscuits and noodles.
The consumer M&A wave
ITC's move is part of a broader consolidation in Indian consumer: Cavinkare acquired Chennai-based zero-sugar sparkling water maker Polka Pop this same week, while SBI Mutual Fund raised its stake in Swiggy above 5% with a ₹300 crore share purchase. Incumbents are buying growth where startups have already proven demand.
Why it matters for founders
A ₹645 crore exit for a D2C food brand resets expectations for the whole category — acquirers pay for profitable, loved brands, not just revenue. If you are building in healthy food or beverages, ITC just showed you the playbook's final chapter. Find these funders and apply in one click at noranow.in/investors — and build your application with the Apply Kit.