Eattreatonline.com raises USD 350,000 in angel funding

Eat Treat started out as a Facebook group back in 2014, when co-founder Arjun Sawhney—a self-confessed foodie with an insatiable appetite—felt the need to start a dialogue that would educate and empower the online community by engaging them in discussions about food. "I wanted to know where to eat, what to eat, and how and why to eat it. I had so many questions and so many ideas, that forming a community seemed only logical", he explains.

With close to 50,000 members, the group has morphed into one of the most successful and engaging spaces in social media, garnering instant recognition amongst the food community in the country and abroad. Eattreatonline.com has been developed as a reaction to this success, and aims at filling the void that currently exists in the online food industry.

The team at Eattreatonline.com wants to make food fun, and the website endeavours to promote a lifestyle that looks at the world through a culinary lens. Eattreatonline.com is the only food portal in the country to blur the lines between food, fashion, art, design and celebrity. The website encourages community engagement and dialogue amongst foodies, and provides them with an aspirational experience of gastronomic proportions. It serves as a platform for home chefs and professionals in the food industry to promote themselves, and aims to bridge the gap between consumers and providers.

With a target audience ranging from home cooks and food lovers to restaurateurs, retailers and e-commerce executives, the site promises an all-encompassing reach across the spectrum. In terms of both traffic and revenue, it will aggressively target the Indian & international audience to raise its first institutional funding in the first half of 2016.

"The funding raised in this round will be utilised to bring the product to life, build infrastructure and make key hires of relevant and excellent talent. The proprietary content we will develop will make us stand apart. The commencement of the platform will see a large database of tested recipes and quality articles covering various topics related to food," said Arjun Sawhney, co-founder and CEO, EatTreatonline.com.

The online entity will be operated by Delhi based Egg Communication Pvt. Ltd., and is being backed by a pool of 15 investors including, Divitas Capital, filmmaker Homi Adajania, VOGUE India Fashion Features Fashion Bandana Tewari, interior designer Sussanne Khan, Kalyani Saha (VP Communications, Dior Couture, India), Nonita Kalra, Former Editor, Elle India, Andrea Aftab and Pia Pauro (Directors at EATINC and proprietors of Amici and The Imperial Hotel), and Shiv Khanna (Director, Catalyst Ventures).

Source : Equity Bulls

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