Millennials continue to be the target audience for the brands and marketers in 2018. We of course, know how entire marketing strategies have undergone changes over the years to communicate to this relevant TG. Fireside Ventures, in particular, is an early stage venture fund focused on consumer brands that are innovative with a differentiated offering. According to Fireside Ventures, the new consumer class i.e. the millennial shopper is looking for values from their products like authenticity, clean labels, ethical sourcing, and production. Fireside Ventures look at brands from a consumer perspective, and whether the strategies and philosophy of the brand stands out. The quality of the entrepreneurs is a focus point for them; entrepreneurs must know how to stay ahead of the curve.
True to their statement, some of their investments include Yoga Bar, Goodness Beverages, Magic Crate, Mamaearth. These brands are either children-centric or aimed at the millennials or both.
In a world where environmental pollution is on the rise, along with diseases like cancer, health is a growing concern for most of the population. Yoga Bar has zoomed in on the right principle and product with its range of healthy protein and energy bars. However it’s not just about being healthy, it’s also convenient for those who need their daily intake of protein and fibre and are on-the-go.
‘Anytime anywhere snack in a bottle’ is one of Goodness’! taglines. Goodness! focuses on creating ready-to-drink healthy dairy beverages that are meant for those of us who are busy and need convenient and easy solutions that fit into our fast-paced lives. From coffee-based drinks to yogurt, and oats smoothies, Goodness! caters to the varying taste buds of those who are conscious of their health and fitness but have no time to cater to those inclinations.
We all know actions triumph words, especially when it comes to education—it’s always easier to understand concepts when you see it in play, in front of your eyes. Based on this principle, Magic Crate designs activity boxes for children, each box teaching a new concept, based on science, art and role play. These boxes can be delivered each month to your doorstep with an instruction manual and the materials for 3-4 activities. This way children not only understand what they’re studying, but they also have fun while learning.
When it comes to children, all parents want the best. When the kids are younger, it’s more important to ensure that nothing harms the children. The genesis of Mamaearth was built on this ideology. The brand creates safer products not just for children but also for mothers. Working with experts like MadeSafe, Mamaearth is particular about what goes into their products and what the effects of it could be. One of their focus points is to reduce stress amongst new parents by providing a safe and therefore easy choice.
Recently Fireside Ventures announced the closing of their first fund of INR 340 crores
Following a 1-4-10 investment model—where they invest 1 crore at the starting stage, 4 crore when the idea begins to take off and 10 for the growth phase— Fireside Ventures recently announced the closing of their first fund of INR 340 crores and mentioned wanting to invest in 20-25 consumer brand businesses over the coming years. Some of their other investments include Samosa Singh, Design Cafe, Bombay Shaving Company, Vahdam Teas, Kwik 24 and Frog Bikes.
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