Online marketplace for organic foods is one of the newer niche segments which has emerged steadily in the food tech ecosystem of India.
SmartCooky is one such e-commerce marketplace from media giant NDTV which will offer healthy foods and personal care products from across the country. It is built upon the existing food website of NDTV which claims to be the number 1 food website of India with almost 3 million unique visitors per month.
It recently raised an undisclosed amount of funding from a group of angel investors including Google India head Rajan Anandan, former Genpact president and CEO Pramod Bhasin, former Unilever executive board member Manvinder Singh Banga and Manipal Group Education chairman TV Mohandas Pai’s son Siddharth Pai.
The funding round valued the company at $12 million. Speaking over the investment, SmartCooky director Seema Chandra said,
We have given our audience credible, newsworthy content around health and good food. Now the natural extension is to handpick good quality products in the health space and sell them to our users.
She further said that they would roll out TV shows on NDTV’s channels under Smartcooky to educate and inform viewers on making better choices.
NDTV group’s Executive Co-Chairperson, Dr. Prannoy Roy said,
The NDTV network has been associated with good quality and trustworthy content around food over a decade. Launching an e-commerce food site is the next logical step in this space.
The recent e-commerce venture by NDTV group is the latest addition to its existing group of e-commerce initiatives in different segments. Earlier this year, its gadget e-commerce venture Gadgets 360 also got funding from PayTM parent One97 Communications at a speculated valuation of over $50 Million.
In addition to this, its online ethnic apparel store Indianroots also raised a $5 million investment at a $85 million valuation from KJS Group in May this year.
Apart from the e-commerce ventures, earlier this month, the media group also entered into the online wedding sector with its venture called Special Occasion that raised funding from US-based CerraCap Ventures at a $20 million valuation.