MasterChow, a direct-to-consumer (D2C) brand offering a range of premium Asian pantry staples, has raised $1.2 million in a funding round led by Anicut Capital, an Indian investment firm that deals in alternative assets.

Mumbai-based WEH ventures and D2C-focussed fund Fluid ventures, among other marquee founders and angel investors, also participated in the funding round.

The startup plans to utilize the freshly raised funds to expand product categories, introduce new flavours and foray into the ready-to-eat segment. Additionally, the brand is also hiring for mid-to senior-level positions to optimize its ecommerce channels.

MasterChow | Ready-to-cook Asian Cuisine Brand

Founded by Sidhanth Madan and Vidur Kataria in 2020, MasterChow is a D2C ready-to-cook Asian cuisine brand. The D2C brand offers a range of premium Asian pantry staples like stir-fry sauces, ready-to-eat dips and noodles for quick, restaurant-style food at home.

Speaking about the development, Sidharth Madan, Co-founder of MasterChow, said,

Asian cuisine is the second most loved cuisine in India, but the lack of innovation and clean label products in the space was shocking. We come into existence to bridge this gap for the country with an emphasis on superior ingredients and convenience in preparing a great meal at home.”

MasterChow has set up a manufacturing facility in Delhi, which services 15,000 orders daily across 20,000 pin codes in India, mainly in tier 1 and tier 2 cities. The D2C brand aims to grow this volume by 10 times in the coming year.

As per Ashvin Chadha, founding partner, Anicut Capital, the potential of the ready-to-cook segment coupled with the vision of MasterChow will disrupt the industry in the coming years.

He added,

“The ability of MasterChow to bring restaurant-quality Asian cuisine to the doorsteps of Indian households will empower them to lead the market for this segment in the next three to five years.”

Available on marketplaces including Amazon, BlinkIt, BigBasket, and Instamart, MasterChow plans to enter the quick-commerce segment. In 2021, MasterChow raised Rs 3.5 crore in funding led by Mumbai-based WEH Ventures.

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