Mr. Singh in partnership with Alfinity Studios has launched a new venture Twiddles, which he says is a guilt-free indulgence brand. | Photo Credit: Special Arrangements
Sportsperson and start-up entrepreneur Yuvraj Singh says India like IT and two-wheeler companies, can also create global food brands in future.
“Currently we have not been able to make an impact because of our food habits. India is a vast country and we eat different types of food and our lifestyle is like that. Now things will change and people will choose the right type of food,” said Mr. Singh in an interview at the launch a health food business called Twiddles.
He said that India has vast agricultural land and is a farming country, so there are no global food brands.
Mr. Singh in partnership with Alfinity Studios has launched a new venture, Twiddles, which he says is a brand of sinless indulgence.
Twiddles starts with an Almond, Walnut & Cashew chocolate spread, packed with up to 70% nuts and seeds, zero preservatives, 70% less sugar, and palm oil free. It introduces snackable bites, sweetened with dates, for quick energy in convenient packaging.
Mr. Singh said he started entrepreneurship in 2013 and has now invested in dozens of startups.
“When I left the Indian cricket team and, when I came back from cancer (treatment), I didn’t know where my career would go. So, I thought to invest the money that I earned wisely,” Mr. Singh told The Hindu.
“I think I was a bit aggressive and invested in 11 startups at that time and came out of those very well. Which Healthians and I are still part of it,” he said.
“Now in partnership with Infinity Studios, we started this brand called Twiddles which is a healthier product. We have been working on this project for more than a year and the product is delicious and sometimes you want to indulge in something sweet but healthier,” he added.
They say the product will help young and younger athletes. Mr. Singh said the targeted sectors include education, health and sports.
“Now I have entered the category of healthy food, tomorrow I can enter a restaurant but business must make sense. I want to do good for society, but business must be done well,” he said.
“Sometimes the business will be successful, sometimes not, but we always struggle and that is my life. I will continue to take the risk but calculate the risk,” he said.
When giving advice to young aspiring entrepreneurs, he said, “Young people don’t listen. I tell the young people in the Indian team, they don’t listen. Our elders will tell us, we used to listen 50%. It is very important to pass failure to know what success feels like,” he said.
Answering a question about what India should do to become a global economic superpower, he said, “I think we need to create more jobs. We need to make people more aware. People should stand on their own feet regardless of their background.”
“Young entrepreneurs must stand on their own feet whether they have money or not. You must be motivated to create something yourself. And that is what I want to install in my children. My wife and I always focus on that. This is what we must teach our children, ” he said.
On his future plans he said, “Now I have a few things. I am working with Twiddles to make something healthy. I want to make a better food chain. There is obviously more technology in sports to make the game better. I will do anything that makes society is better. I have some future plans that I will work on,” he said.
He said Twiddles will offer consumers a balanced snacking experience through a range of wholesome and fragrant products, addressing a gap in the market for ‘dense, satisfying snacks that don’t compromise on taste.’
Kumar Gaurav, Co-Founder of Alfinity Studios said, “Yuvraj’s passion for balanced indulgence is infectious, and we are proud to have created a brand with him that is not only about good taste but also about lifestyle change.”
Twiddles will initially be deployed across e-commerce, e-commerce, and retail channels in India. It will also be distributed through several brand collaborations. The brand plans to go global in six months.
Published – November 11, 2024 23:07 IST
