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    Facebook group EatTreat bags $3,50,000 from 15 investors

    Synopsis

    With close to 50,000 members on its Facebook group, the community allows users on social media to write about their food journeys.

    ET Bureau
    NEW DELHI: After startups like delivery service provider Food Panda, investors are salivating on Facebook group EatTreat, which is preparing to launch a website. The group received $3,50,000 in funding from 15 investors, said founder Arjun Sawhney, a New Delhi-based communications professional.

    With close to 50,000 members on its Facebook group, the community allows users on social media to write about their food journeys. The site, which will be an extension of the Facebook page, will encourage dialogue among foodies and its revenue model will be advertisement-linked.

    “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. We have 18 employees on board now, including photographers and chefs,” said Sawhney. The online entity will be operated by Delhi-based Egg Communication Pvt. Ltd.

    The investors backing the venture include Divitas Capital, filmmaker Homi Adajania, fashion editor Bandana Tewari, interior designer Sussanne Khan, Kalyani Saha (Dior Couture, India), editor Nonita Kalra, restauranteur Andrea Aftab and wife Pia Pauro (directors at EATINC and proprietors of Amici and the Imperial Hotel) and Shiv Khanna (director, Catalyst Ventures).
    The majority stake remains with the holding company, Sawhney said, without elaborating further. By 2016, the site’s founder intends to raise another round of institutional funding. “Funding raised in this round will be utilised to bring the product to life, build infrastructure and make key hires of talent. Proprietary content on the platform will see a large database of tested recipes and quality articles covering topics related to food,” said Sawhney.

    Sawhney, who is also co-founder of Delhi-based public relations and brand consultancy firm The Communication Council-Green Goose Design, said the website will work independently of his other business.
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