TTSF Cloud One, Tiger Shroff Sign Brand Licensing Deal

In what can be said the first-of-its-kind licensing deal in the Indian Food tech sector, Tiger Shroff is all set to partner with TTSF Cloud One, a multi-brand cloud kitchen food-tech organisation, cofounded by the creators of The ThickShake Factory (TTSF). Under the umbrella of TTSF Cloud One, the creators will be seen pushing their own brand, along with offering various licensing deals, one of which is their line of healthy food brand, Prowl Foods, that will be personally curated and promoted by Shroff. 

“I am very excited to be partnering with these young entrepreneurs with the vision to change the future of food service in India and to be creating a healthy food brand which is extremely close to my heart,” expresses Tiger Shroff.

“We are very excited to join hands with Tiger Shroff & his brand Prowl,” comments M. Yeshwanth Nag, CoFounder, TTSF Cloud One. Nag believes that the healthy food market in India still remains untapped and that there are no major chains at a national level that people can reckon with. The idea is to make healthy eating cool. Hence, aligning the brand’s philosophy with Tiger’s personality was a well thought decision. “This partnership looks to enter the Fit Meals segment via Cloud kitchens as well as retail stores. Prowl Foods nearest competitor in India would be Mukesh Bansal’s promoted EatFit, part of Cure.Fit The new range of Ready-To-Eat Fitness Meals brings to life the core idea based on Tiger’s personality of “Eat Better, everyday” & his appeal to the masses enabling a much higher penetration across India beyond just the Tier 1 markets,” he adds.

With a plan to develop & curate multiple brands, TTSF Cloud One is aiming to invest Rs 25-30 crore over the next two years in the venture and operate over 150 Cloud Kitchens by 2022.

Nag elaborates on his vision for Prowl Foods. “We see a very large opportunity in Cloud Kitchens and with Prowl Foods, we aim to become one of India’s foremost Healthy Food brand using an Internet First approach model. We believe in the next few years, India’s biggest F&B companies will be Internet First, without many physical retail stores and we aim to be one of them. Tiger has a huge audience and fanbase who are fitness enthusiasts and want to follow him. Our brand will provide that opportunity for his fans,” he asserts.

“We are working very hard to build a highly scalable brand which can be replicated across multiple centers along with providing consistency & reliability and hygiene. We shall be a technology-first company and are even experimenting usage of Robotics in making food & delivering a better experience to our customers. We intend to make the best of our experience in building the new range of Ready-To-Eat Fitness meals with high focus on product quality, Robust training & Audit processes for making a lovable brand focusing even more on safety & Hygiene,” shares Ashwin, Co-Founder, TTSF CloudOne

TTSF Cloud One plans to work on ad spots and branded content in the next 2-3 months, with prime focus on digital.