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Tag: Eat.fit

  • Harleen Bhatti hops onto Honasa Consumer

    Harleen Bhatti hops onto Honasa Consumer

    MUMBAI: Harleen Bhatti has taken the reins as vice president of direct-to-consumer operations at Honasa Consumer Ltd, parent company of Mamaearth, stepping into the role this April after a nine-month stint at Wellbeing Nutrition.

    The digital marketing maven brings impressive credentials from India’s consumer tech landscape, having previously served three years at The Good Glamm Group, where she built and led a 25-member team across D2C functions that directly impacted more than 60 per cent of the group’s revenue.

    “My North Star metric is focused on achieving a target LTV:CAC ratio and ensuring a profitable recurring P&L,” Bhatti noted about her approach to digital growth—a philosophy that has served her well across stints at several high-profile consumer brands.

    Before joining The Good Glamm Group, Bhatti spearheaded retention marketing at Lenskart.com, where she claimed to have generated a return on investment of 4x from customer relationship management channels. Her earlier career included roles at Cure.Fit’s Eat.fit division and Capillary Technologies.

    Bhatti’s appointment comes at a crucial time for Honasa, which has been expanding its brand portfolio beyond its flagship Mamaearth line. Her extensive experience in performance marketing, customer acquisition and retention strategies could prove vital as the company looks to strengthen its direct-to-consumer operations in an increasingly competitive beauty and personal care market.

    The digital growth specialist cut her teeth in strategy consulting at PricewaterhouseCoopers and investment banking at Copal Amba before finding her niche in consumer tech marketing. With her track record of driving profitability through data-driven customer engagement strategies, Honasa appears to be betting on Bhatti to help cash in on India’s booming D2C revolution

  • Cure.Fit airs first campaign focussing on healthy food

    Cure.Fit airs first campaign focussing on healthy food

    MUMBAI: Eat.fit, the healthy food vertical of Cure.Fit has rolled out its first ever campaign in partnership with its creative agency Happy mcgarrybowen.

    The campaign is digital-led, but will also make its appearance in cinema screens, print and OOH.

    Cure.Fit was launched in April 2017 by Mukesh Bansal, who also was the head of commerce at Flipkart, and an ex-Flipkart chief business officer Ankit Nagori.

    The campaign is spearheaded with the line #EatfitEveryday, and rightfully so; as the brand promises healthy and tasty home-like food that can be had every day without upsetting your system.

    The campaign takes you through the everyday struggles of food-ordering from regular places where there’s food that puts you to sleep, the greasy type, the sad canteen food, the dabba wala, the type that’s either healthy or tasty but never both. The film humorously captures the hassle of food ordering itself. The film then goes on to show how simple life is after you subscribe to a pack of your liking from eat.fit.

    Cure.Fit co-founder Nagori says, “Our idea was to communicate the ease with which today’s jet setting, young urban professionals can keep up with their busy schedule without compromising on healthy eating. We are pleased with the new-age look of the campaign developed by Happy mcgarrybowen.”

    Happy mcgarrybowen CEO and co-founder Kartik Iyer says, “We have been part of the entire journey of creating the Cure.Fit brand, and one of our biggest efforts has been to create a unique identity and langue for the brand and the experience. With the eat.fit campaign we have only taken that further in the Cure.Fit world. The brand speak is simple, contemporary and artistic. Strategically the eat.fit offering is more than just convenient food at your doorstep. In today’s urban worlds many people feel the need to order-out nearly every meal. The need for it is more today than ever. Hence, the campaign of eat.fit every day.”

    With Cure.Fit branching out into cult.fit, mind.fit and eat.fit, it aims at extending complete support for anyone who wants to lead a healthy life – from body to mind to soul.

    Eat.fit offers calorie counted balanced meals from a menu that comprises of an array of Indian and global dishes that are made with fresh ingredients, and are high in protein and low in fat. Eat.fit also has offerings aimed at specific health goals like weight loss, lean muscle gain, etc. The recipes created by an expert panel of nutritionists and chefs, are rooted in local and global cultures and is prepared with the freshest of ingredients, with high emphasis on locally sourced, seasonal and premium products.