NEW DELHI: Indian cricketer Shikhar Dhawan has invested an undisclosed amount of funding in omnichannel snack brand TagZ Foods. As part of the deal, the startup has also roped in Dhawan as its brand ambassador.
The deal will enable the startup to build a range of advertising campaigns to reach out to more customers and effectively promote the brand. In a statement, TagZ said the partnership will leverage synergies with Dhawan’s brand persona and strong appeal among young consumers to scale the brand.
“As a sportsman, I understand the importance of eating better and leading an active lifestyle. I am excited to be a part of TagZ Foods’ journey as it leapfrogs into its next orbit of growth and expansion. This is a deep and long-term partnership in my dual role as investor and brand ambassador at TagZ,” said Dhawan.
TagZ’s cofounder Anish Basu Roy added, “He embodies the values that we stand for – better eating, fitness and an active lifestyle. His association with TagZ Foods in his dual capacity as investor and brand ambassador is (a) deep integration into our brand’s mission.”
Founded in 2019 by Basu Roy and Sagar Bhalotia, TagZ is an omnichannel snacking brand that sells popped potato chips, gourmet dips and cookies. It sells its products across its website, quick commerce platforms, and offline retail stores.
The new fundraise from Dhawan comes days after the startup raised $2 Mn in a pre-Series A funding round led by 9 Unicorns. Prior to this, the startup bagged $1.2 Mn in seed funding from a group of angel investors in 2020.
