EatFit

Sector: Cloud Kitchens and Food Delivery  |  HQ: Bengaluru, Karnataka, India  |  Founded: 2017  |  Employees: unknown

Listed as: Privately held  | 

Company overview

EatFit is a Bengaluru based healthy meals cloud kitchen brand that is the founding brand of Curefoods Private Limited. The brand was originally launched in 2017 as part of Curefit, the fitness and wellness platform co founded by Mukesh Bansal and Ankit Nagori, with a focus on healthy meals for fitness conscious consumers. When Ankit Nagori left Curefit in 2020 to set up Curefoods as a multi brand cloud kitchen platform, EatFit moved with him as the anchor brand of the new company. EatFit offers a menu of healthy meals including high protein bowls, calorie tracked thalis, salads, sandwiches, wraps, smoothies and beverages, with explicit nutrition labelling on each item to support customer dietary tracking. The brand operates through Curefoods cloud kitchens across major Indian cities including Bengaluru, Mumbai, Delhi NCR, Hyderabad, Chennai and Pune, and reaches customers through Zomato, Swiggy and Curefoods own application. EatFit targets health conscious millennials, fitness enthusiasts, calorie counting and weight management customers.

Competitive position

EatFit competes in India's healthy meals delivery niche with FreshMenu in chef driven gourmet, Faasos and Behrouz from Rebel Foods at the broader Indian delivery end, Diet Snack, Healthy Master and Squeezy and other health focused brands, and home tiffin services delivering daily healthy meals. Its advantage is brand equity built over seven years in the healthy meals niche, explicit nutrition labelling that differentiates it from generic delivery food, integration with Curefoods national footprint, and a credible founding heritage from the Curefit wellness platform. Its disadvantage is the narrow audience for explicit calorie tracked meals which limits average ticket size and order frequency compared with broader appeal brands.

Key risks

Narrow target audience limiting scale relative to broader brands Aggregator commission economics compressing margins Food safety incidents disproportionately damaging health brand equity

Outlook

EatFit was launched in 2017 by Curefit as part of the broader Curefit wellness platform that included fitness centres under the cult.fit brand, mental wellness under mind.fit, primary healthcare under care.fit, and healthy meals under eat.fit. The thesis was that fitness conscious customers needed an integrated wellness lifestyle offering, with healthy meals being a critical pillar alongside fitness and mental wellness. The early EatFit operations were tied to Curefit fitness centre customers, with meal pickup at fitness centres and delivery to homes. The menu was designed around fitness goals with high protein, low carbohydrate and calorie controlled options, supported by registered dietitians and consulting nutritionists. Nutrition labelling on each item was a differentiating feature. In 2020 Ankit Nagori, co founder of Curefit, left to set up Curefoods as a multi brand cloud kitchen platform. The EatFit brand moved with him as the founding brand of Curefoods, while Curefit continued its core fitness and wellness business under Mukesh Bansal. The transition allowed EatFit to scale beyond the Curefit fitness centre customer base into the broader food delivery market. Under Curefoods ownership EatFit has scaled into hundreds of cloud kitchen points of presence across India, integrated into the Curefoods multi brand kitchen infrastructure. The brand is now one of the larger healthy meals brands by revenue in India and is among the most recognised in the niche. The menu spans high protein meals including grilled chicken bowls, paneer bowls, salmon bowls and other protein rich options; calorie tracked thalis with low carbohydrate options; salads and bowls with explicit macro nutrient breakdowns; sandwiches, wraps and breakfast items; smoothies, protein shakes and functional beverages; and selected desserts and snacks designed within macro nutrient frameworks. Every menu item carries explicit nutrition labelling including calories, protein, carbohydrates and fat content. Financials at the brand level are not in the public domain because EatFit is a brand within Curefoods which is unlisted and privately held. Trade press estimates suggest EatFit accounts for a meaningful share of Curefoods total revenue, with the parent company reporting revenue at multiple hundreds of crore in aggregate. The Indian healthy meals delivery niche has grown alongside the broader fitness and wellness market, with the COVID pandemic accelerating consumer focus on health and immunity. Fitness centre membership growth, weight management awareness, calorie counting through apps including HealthifyMe, and the broader middle class interest in proactive health management have created a sustained customer base for healthy meals delivery. Strategy from 2025 to 2030 is shaped by the broader Curefoods strategy of consolidating cloud kitchen leadership and the specific positioning of EatFit as the anchor health brand. Themes include geographic deepening in tier two cities where the fitness conscious customer base is expanding, premiumisation through specialty protein options and functional ingredient based meals, and selective dine in experimentation where customer experience can be elevated. Integration with health apps and fitness platforms for combined offerings is an ongoing theme. The regulatory environment is governed by the Food Safety and Standards Act 2006 and FSSAI regulations for each kitchen, state shop and establishment registrations, fire and safety norms, labour codes and Goods and Services Tax. As a brand within Curefoods Private Limited the corporate parent complies with Companies Act 2013. The Consumer Protection (E Commerce) Rules 2020 impose disclosure requirements on online food sellers and aggregators. FSSAI has specific rules on nutritional labelling and front of pack labelling that apply to packaged food and progressively to restaurant menus. Key risks include the narrow target audience that limits scale relative to broader appeal brands, aggregator economics with Zomato and Swiggy commissions structurally compressing margins, intense competition from other health focused brands and tiffin services, food safety incidents that can damage brand equity particularly in a health positioned brand, and the broader Curefoods consolidated profitability concern that influences capital allocation across brands in the portfolio. Management is integrated into Curefoods which is led by Ankit Nagori as founder and chief executive officer. EatFit specific leadership operates within the Curefoods brand portfolio structure with dedicated category and food technology leads. Governance reflects the broader Curefoods venture backed institutional structure. ESG focus areas include the explicit health positioning of the brand which contributes to better dietary outcomes for customers, food safety and traceability of ingredients, packaging sustainability with progressive adoption of compostable and recyclable formats, working conditions for kitchen and delivery staff, and food waste reduction through demand forecasting.

KAMRIT point of view

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