
Curefoods, a Bangalore-based conglomerate of food and beverage brands, has announced a strategic repositioning of its flagship brand, EatFit, under the new identity of ‘Kitchens of EatFit.’ This rebranding will see the platform expand to house eight distinct brands, each focused on providing nutritious, high-quality food. The brands include EatFit (EF), HRX by EatFit, Great Indian Khichdi (GIK), Homeplate, Chaat Street, Rolls on Wheels, Millet Express, and Madras Curd Rice Company.
The move reflects Curefoods’ aim to establish ‘Kitchens of EatFit’ as a reliable name synonymous with food safety and nutrition. The platform’s key focus areas include Zero Chemicals, Zero Trans Fat, and ISO-Certified Kitchens, demonstrating the company’s commitment to ensuring authenticity and high standards in every meal served to customers.
Ankit Nagori, Founder of Curefoods said, “’Kitchens of EatFit’ represents our unwavering commitment to quality, safety, and authenticity in every meal we serve. This transition is a promise to our customers to uphold the highest standards in food safety and nutrition. With Hrithik Roshan as our brand ambassador and investor, we are set to redefine the future of food, inspiring trust and innovation across the industry.”
Hrithik Roshan’s involvement goes beyond being a brand ambassador. As an investor, he adds credibility to the brand’s mission and strengthens its presence in the market. His passion for fitness and healthy living aligns with the values of ‘Kitchens of EatFit,’ which aims to set new standards in the industry.
Hrithik Roshan shared, “As someone passionate about fitness and mindful eating, ‘Kitchens of EatFit’ is a natural extension of my values. This partnership is a shared vision to make clean, nutritious, and delicious food accessible to everyone. I’m proud to be part of this journey, as both an ambassador and an investor, and I’m confident that Kitchens of EatFit will set new benchmarks in the food industry.”
Under its new identity, ‘Kitchens of EatFit’ plans to expand its operations to more than 10 cities across India, ensuring that each meal reflects the brand’s core principles of quality, safety, and authenticity.
(Courtesy: Restaurant India, from the house of Franchise India)