Shane Watson Invests in & Backs FitFeast

FitFeast, a taste-first protein brand, has onboarded Shane Watson, former Australian cricketer, as an investor and brand ambassador.

Aside from that, the brand secured INR 5.5 crore in a seed round from Inflection Point Ventures (IPV), one of India’s top angel investment platforms.

Raghav Singhal, founder of Swasthum Wellness, and Santosh Govindaraju, sustainability executive, investor, and board member, also participated in the round. The funds will be used strategically to grow FitFeast’s online business through direct-to-consumer, marketplace, and quick commerce channels, construct an effective marketing engine, expand the leadership team, launch innovative protein products that cater to Indian taste buds, and bolster distribution in metro and tier 1 cities.

Watson is more than simply a brand ambassador; he adds extensive experience in sports and business to FitFeast. Along with him, Indian all-rounder Axar Patel supports the brand as an investor and ambassador, increasing its credibility.

On the devdelopment, Shane Watson said, “The first time I tried FitFeast Protein Chips and Malai Kulfi Protein Shake, I was genuinely hooked by the quality and taste. After a few months as a regular user, I knew I wanted to be part of this journey. This is a long-term play for me as we build FitFeast together.”

FitFeast, founded in 2021, has a simple yet bold vision: to make protein-rich snacks a part of everyone’s daily lives without sacrificing taste or convenience. Whether it’s protein chips, chocolate smoothies, or dessert-inspired bars, they’re reinventing health in ways that consumers already like and desire.

Aditya Poddar, Founder and CEO of FitFeast, brings a rare blend of technical skill, entrepreneurial drive, and personal passion to the world of health and nutrition. A B.Tech graduate in Information Technology from JIIT, he began his career in analytics at AXA before diving headfirst into entrepreneurship. Having founded two startups during college, Aditya went on to bootstrap FitFeast to over INR 1 crore in ARR within its very first year without external funding. His deep understanding of the wellness space comes not just from business experience, but from his own 20kg weight loss journey, making him a founder who truly lives the problem he’s solving.

Aditya Poddar, Founder & CEO, FitFeast, said, “At FitFeast, we’re on a mission to prove that protein-rich food doesn’t have to taste boring. It can be bold, fun, and downright irresistible. IPV believed in that vision from day one, not just with capital, but with conviction. This round isn’t just about scaling a brand, it’s about rewriting the rules of how India consumes protein, one delicious bite at a time.”

Vinay Bansal, Founder, Inflection Point Ventures, said, “India is experiencing a growing awareness around the importance of protein in daily nutrition, driven by rising health consciousness and lifestyle changes. With protein playing a crucial role in muscle growth, metabolism, and overall wellness, the demand for convenient, high-quality protein-rich foods is accelerating. FitFeast offers all of this and more, having established themselves on Shark Tank India they are now backed by legendary cricketer Shane Watson. This shows the trust and commitment of the brand towards their products poised for significant growth and ready to redefine the health and fitness landscape.”

FitFeast is reimagining protein with a taste focus, delivering flavor-packed items such as White Chocolate Peanut Butter, Malai Kulfi Protein Shakes, and Peri Peri Chips designed specifically for Indian palates. With a strong Gen Z appeal and a dedicated client base, the company stands out for its robust D2C engine, which drives the majority of sales through its own website. FitFeast is seeing rapid development, with over 50L in monthly sales, countrywide fulfilment, and 5x MoM growth in the previous four months, indicating great momentum and scalability.