310
2 months ago
Menhood Parent Forays Into Protein Supplementation With Getmymettle Acquisition
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Get featured, partner or work with India's #1 startup media & intelligence platform and explore what else Inc42 has to offer.
D2CX by Inc42 is a 12-week hands-on program to help you level up your D2C game. Learn from India's top 1% D2C founders and experts through actionable insights, proven strategies and tactics on how to 10X your D2C brand.
ManagementX by Inc42 – India’s first Startup Management Program is a 6-month hands-on program that will take you on an intense journey that shatters the outdated “employee mindset” and equips you with the “leader mindset”.
D2CX Foundations by Inc42 is a 6 week hands-on program to help you launch your D2C brand successfully and profitably. Learn from India’s top 1% of D2C founders & experts through actionable insights, proven strategies and tactics on how to launch a successful D2C Brand in 6 weeks.
Menhood parent Macobs Technologies has entered a share purchase agreement to acquire 50.01% stake in health and wellness-focussed D2C brand Getmymettle for INR 10.5 Cr
The company said it bought 1.49 Lakh equity shares of the D2C brand’s parent Dhanta Wellness Pvt Ltd at INR 707.2 per share, taking the total deal value to INR 10.5 Cr
Once the deal is closed, the company will operate Getmymettle's whey protein and allied nutrition products, along with its brands, licenses, teams, supply chain, and digital assets
Foraying into the lucrative protein supplementation segment, Menhood parent Macobs Technologies has entered a share purchase agreement to acquire 50.01% stake in health and wellness-focussed D2C brand Getmymettle for INR 10.5 Cr.
In a stock exchange filing, the company said it bought 1.49 Lakh equity shares of the D2C brand’s parent Dhanta Wellness Pvt Ltd at INR 707.2 per share, taking the total deal value to INR 10.5 Cr. The deal is expected to fructify within one month.
Founded in 2023 and umbrellaed nutrition product manufacturer Swasthum, Getmymettle offers protein focussed food supplements like Whey Protein, energy bars, protein bars, peanut butters among others. The brand’s turnover for the fiscal year FY25 declined 32% YoY to INR 13.4 Cr, while its PAT reduced 60% YoY to INR 1.6 Cr
With the investment, Macobs wants to enter the lucrative protein segment, integrating this business with its own. Once the deal is closed, the company will operate Getmymettle’s whey protein and allied nutrition products, along with its brands, licenses, teams, supply chain, and digital assets.
“The acquisition’s impact is expected to diversify the portfolio from grooming and lifestyle category into a higher repeat-purchase nutrition category, enabling cross-sell/bundling and potentially improving customer lifetime value and subscription-led revenues. It should also create operating synergies by combining performance marketing, D2C tech stack, warehousing, customer support, and procurement to improve unit economics,” the company said.
It is unclear whether the company would acquire further stake in this business as of yet.
The acquisition comes almost a month after the D2C brand raised INR 42.2 Cr by issuing 24.8 Lakh convertible equity warrants from investment firms Pinnacle Investments and Capital Vision, investor Raman Talwar as well as promoter and CBO Divya Gandotra.
The business diversification comes at a time when there is a renewed interest in protein first D2C brands in India. As per a report by IMARC group, the protein supplement market in India is expected to exceed $1.5 Bn by 2033 from $860 Mn in 2024, growing at a CAGR of 7%.
Recently, startups operating in the sector have raised millions of dollars in funding, leading to category creation. Prominent protein-first snacking brands that recently gained traction include SuperYou, Yogabar, Max Protein, The Whole Truth, among others.
The addition of the business is expected to boost the NSE SME-listed company’s financial health. On the financial front, Macobs Technologies net profit for the first half of FY26 declined by 23% to INR 1.4 Cr from INR 1.8 Cr in the year-ago period. Its operating revenue for the period under review jumped 16% YoY to INR 19.2 Cr.
Shares of Macobs Technologies ended today’s trading session 14.49% higher at INR 237.
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ManagementX by Inc42 – India’s first Startup Management Program is a 6-month hands-on program that will take you on an intense journey that shatters the outdated “employee mindset” and equips you with the “leader mindset”.
D2CX Foundations by Inc42 is a 6 week hands-on program to help you launch your D2C brand successfully and profitably. Learn from India’s top 1% of D2C founders & experts through actionable insights, proven strategies and tactics on how to launch a successful D2C Brand in 6 weeks.
Stay ahead with the latest news, funding, startup financials, & governments policies on the hottest tech industries in the Indian startup ecosystem.
Get featured, partner or work with India's #1 startup media & intelligence platform and explore what else Inc42 has to offer.
Stay ahead with the latest news, funding, startup financials, & governments policies on the hottest tech industries in the Indian startup ecosystem.
Get featured, partner or work with India's #1 startup media & intelligence platform and explore what else Inc42 has to offer.
D2CX by Inc42 is a 12-week hands-on program to help you level up your D2C game. Learn from India's top 1% D2C founders and experts through actionable insights, proven strategies and tactics on how to 10X your D2C brand.
ManagementX by Inc42 – India’s first Startup Management Program is a 6-month hands-on program that will take you on an intense journey that shatters the outdated “employee mindset” and equips you with the “leader mindset”.
D2CX Foundations by Inc42 is a 6 week hands-on program to help you launch your D2C brand successfully and profitably. Learn from India’s top 1% of D2C founders & experts through actionable insights, proven strategies and tactics on how to launch a successful D2C Brand in 6 weeks.
Menhood parent Macobs Technologies has entered a share purchase agreement to acquire 50.01% stake in health and wellness-focussed D2C brand Getmymettle for INR 10.5 Cr
The company said it bought 1.49 Lakh equity shares of the D2C brand’s parent Dhanta Wellness Pvt Ltd at INR 707.2 per share, taking the total deal value to INR 10.5 Cr
Once the deal is closed, the company will operate Getmymettle's whey protein and allied nutrition products, along with its brands, licenses, teams, supply chain, and digital assets
Foraying into the lucrative protein supplementation segment, Menhood parent Macobs Technologies has entered a share purchase agreement to acquire 50.01% stake in health and wellness-focussed D2C brand Getmymettle for INR 10.5 Cr.
In a stock exchange filing, the company said it bought 1.49 Lakh equity shares of the D2C brand’s parent Dhanta Wellness Pvt Ltd at INR 707.2 per share, taking the total deal value to INR 10.5 Cr. The deal is expected to fructify within one month.
Founded in 2023 and umbrellaed nutrition product manufacturer Swasthum, Getmymettle offers protein focussed food supplements like Whey Protein, energy bars, protein bars, peanut butters among others. The brand’s turnover for the fiscal year FY25 declined 32% YoY to INR 13.4 Cr, while its PAT reduced 60% YoY to INR 1.6 Cr
With the investment, Macobs wants to enter the lucrative protein segment, integrating this business with its own. Once the deal is closed, the company will operate Getmymettle’s whey protein and allied nutrition products, along with its brands, licenses, teams, supply chain, and digital assets.
“The acquisition’s impact is expected to diversify the portfolio from grooming and lifestyle category into a higher repeat-purchase nutrition category, enabling cross-sell/bundling and potentially improving customer lifetime value and subscription-led revenues. It should also create operating synergies by combining performance marketing, D2C tech stack, warehousing, customer support, and procurement to improve unit economics,” the company said.
It is unclear whether the company would acquire further stake in this business as of yet.
The acquisition comes almost a month after the D2C brand raised INR 42.2 Cr by issuing 24.8 Lakh convertible equity warrants from investment firms Pinnacle Investments and Capital Vision, investor Raman Talwar as well as promoter and CBO Divya Gandotra.
The business diversification comes at a time when there is a renewed interest in protein first D2C brands in India. As per a report by IMARC group, the protein supplement market in India is expected to exceed $1.5 Bn by 2033 from $860 Mn in 2024, growing at a CAGR of 7%.
Recently, startups operating in the sector have raised millions of dollars in funding, leading to category creation. Prominent protein-first snacking brands that recently gained traction include SuperYou, Yogabar, Max Protein, The Whole Truth, among others.
The addition of the business is expected to boost the NSE SME-listed company’s financial health. On the financial front, Macobs Technologies net profit for the first half of FY26 declined by 23% to INR 1.4 Cr from INR 1.8 Cr in the year-ago period. Its operating revenue for the period under review jumped 16% YoY to INR 19.2 Cr.
Shares of Macobs Technologies ended today’s trading session 14.49% higher at INR 237.
Unlock special offers and join 10,000+ founders, investors & operators staying ahead in India’s startup economy.
Unleash your potential by exploring unlimited articles, trackers, and playbooks. Identify the
hottest startup deals, supercharge your innovation projects, and stay updated with expert
curation.
Empower yourself with comprehensive playbooks, expert analysis, and invaluable insights. Learn
to validate ideas, acquire customers, secure funding, and navigate the journey to startup
success.
Access 75+ in-depth reports on frontier industries. Gain exclusive market intelligence,
understand market landscapes, and decode emerging trends to make informed decisions.
Stay ahead with startup and funding trackers. Analyse investment strategies, profile successful
investors, and keep track of upcoming funds, accelerators, and more.
Join a community of 10,000+ leaders & operators – unlock unlimited access to Inc42 stories,
videos, deals, member-only perks, and more.
Unlock unlimited access to 500+ monthly new stories and Inc42’s complete archive of
40,000+ stories.
Unlock unlimited access to 500+ monthly new stories and Inc42’s complete archive of
40,000+ stories.
Over $250,000 worth deals on software & tools to help your business scale up.
Network with industry leaders & operators with exclusive invites to Inc42’s
member-only virtual events
Enjoy an ad-free and clutter-free
experience as a member, focus on
what really matters to you
Your contribution will go on to
support and empower our unbiased
& data-driven journalism
Join 1000's of entrepreneurs, business leaders & makers and stay ahead with our sharp,
incisive & data-driven analysis on India’s tech and startup economy!
Unlock personalised stories, ad-lite reading, and exclusive newsletters on Inc42.
Tired Of Playing Catchup On Indian Tech?
Stay Ahead. Every Morning at 8
Get The Week’s Most Consequential Developments.
Inc42 In-Depth is your daily 9 PM newsletter with sharp insights from India’s startup economy.
Inc42 Moneyball is your Thursday newsletter on India’s venture capital trends. 4 PM sharp.
Inc42 Markets is your weekly newsletter on tech IPOs & startup stocks. Every Sunday
get access to a list of 200+ family offices betting big on startups
Get access to a list of Alma Mater Of India's Unicorn & Soonicorn Founders
Login or create a free account to continue reading in private mode.
AI Description
Menhood parent Macobs Technologies has acquired a majority stake in Getmymettle, a health and wellness-focused D2C brand. This acquisition signifies a strategic move into protein supplementation.