Kaatil, a hot condiments brand under Smerc Food & Beverages, has raised an undisclosed amount in its seed funding round. The investment was led by Mumbai-based Prajay Advisors, with participation from Shivaan Ghai and Romil Ratra of the Graviss Group. This financial boost aims to support Kaatil’s plans to expand its product lines and grow its presence through various national and international distribution channels, including e-commerce marketplaces, quick commerce platforms, and offline retail outlets.
The brand has garnered attention and acclaim, recently winning the prestigious Great Taste Award 2024 from the Guild of Fine Foods, U.K. With this recognition, Kaatil is well-positioned to explore new markets and attract a broader audience.
Founded by Sagar Merchant and Arjun Panwar, Kaatil offers a diverse range of products, including hot sauces, hot ketchup, and chili oils, all crafted from Indian chilies. The brand caters to individual consumers and plans to establish a dedicated B2B supply arm to serve restaurants, hotels, and cafés, further diversifying its business model.
Currently, Kaatil’s products are available on its direct-to-consumer (D2C) website (www.kaatil.in) and popular online platforms like Amazon, Big Basket, and Nature’s Basket. They also have a presence in offline stores across Mumbai, Pune, and Hyderabad. Expanding its reach beyond India, Kaatil’s products are now available on Amazon USA and in select offline stores in Canada and New Zealand.
With this new funding, Kaatil aims to strengthen its position in the market, both domestically and internationally, while continuing to celebrate the unique flavors of Indian chilies.
