The 50.01% stake deal marks Macobs’ diversification into high-repeat D2C nutrition as India’s $1.5 Bn protein segment heats up.
Macobs Technologies, the parent company of men’s grooming D2C brand Menhood, is stepping into the booming protein supplement space with a 50.01% acquisition of health and wellness brand Getmymettle for INR 10.5 Cr.
The NSE SME-listed company disclosed that it has entered a share purchase agreement to acquire 1.49 Lakh equity shares of Dhanta Wellness Pvt Ltd, Getmymettle’s parent, at INR 707.2 per share. The deal is expected to close within a month.
Strategic Leap Into High-Repeat Nutrition Category
Founded in 2023 under Swasthum, Getmymettle offers a line of protein-focused food supplements, including whey protein, energy bars, protein bars, and peanut butter.
- FY25 turnover surged nearly 6X YoY to INR 13.4 Cr
- However, PAT dropped 60% YoY to INR 1.6 Cr, suggesting high reinvestment in growth and customer acquisition
Once the deal is finalized, Macobs will take over full operations of Getmymettle’s brands, licenses, teams, supply chain, and digital assets, signaling a full-stack integration.
Rationale: Diversification, Cross-Selling, and Synergies
For Macobs—primarily known for Menhood’s grooming and lifestyle SKUs—the acquisition opens up a sticky, high-frequency purchase category.
According to the company, the deal is expected to:
- Diversify revenue streams beyond grooming into health and wellness
- Enable cross-selling and bundling between nutrition and personal care
- Boost CLTV via subscriptions and higher reorder rates
- Unlock cost synergies across warehousing, procurement, marketing, and customer support
“Nutrition is a high-repeat D2C category, and combining this with our existing stack improves both unit economics and retention,” Macobs said in its filing.
Protein D2C Segment: Heating Up with VC Interest
Macobs’ move reflects a wider trend: surging investor and consumer interest in protein-first D2C brands.
- According to IMARC, India’s protein supplement market will grow from $860 Mn in 2024 to over $1.5 Bn by 2033, at a 7% CAGR
- Recent funding activity includes brands like SuperYou, Max Protein, The Whole Truth, and Yogabar, driving category expansion
- In January 2026, Getmymettle raised INR 42.2 Cr via convertible warrants from Pinnacle Investments, Capital Vision, investor Raman Talwar, and promoter Divya Gandotra
Whether Macobs increases its stake beyond 50.01% remains unclear.
Financial Context: A Bid to Boost Bottom Line
The acquisition comes at a time when Macobs’ profitability is under pressure, even as revenue grows:
- H1 FY26 Net Profit: INR 1.4 Cr, down 23% YoY
- Operating Revenue: INR 19.2 Cr, up 16% YoY
With Getmymettle’s INR 13.4 Cr topline and strong consumer traction, the acquisition could be immediately accretive to Macobs’ consolidated financials and offer margin upside through shared infrastructure.
Is This a Category Creator Moment?
By aligning its D2C infrastructure with a new high-growth category, Macobs is not just expanding vertically—it’s hedging against saturation in grooming while entering a sticky, wellness-first market ripe for bundling, personalization, and subscriptions.
But can it scale Getmymettle in a crowded market of well-funded incumbents?
TL;DR:
Macobs Technologies, parent of Menhood, has acquired a 50.01% stake in D2C nutrition brand Getmymettle for INR 10.5 Cr. The deal expands Macobs into the fast-growing protein supplement space, opening up cross-sell, bundling, and subscription revenue opportunities as the Indian market eyes $1.5 Bn by 2033.
AI Summary:
- Macobs acquires 50.01% stake in Getmymettle for INR 10.5 Cr
- Getmymettle FY25 revenue: INR 13.4 Cr (6X YoY), PAT: INR 1.6 Cr
- Deal includes brands, licenses, team, supply chain, and digital assets
- Protein supplement market projected at $1.5 Bn by 2033 (IMARC)
- Macobs FY26 H1: INR 19.2 Cr revenue, INR 1.4 Cr profit (↓23% YoY)
