AllOut cofounder to buy dairy tech startup Mr. Milkman

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Ahmedabd, December 05, 2018:  Anil Arya, who cofounded mosquito repellent brand AllOut and sold it in 2005, is making a comeback by acquiring dairy tech startup Mr. Milkman.

Arya, along with a few other investors, is setting up a company in Singapore to acquire the whole of the Gurgaon-based startup, people familiar with the development told ET. “We will be investing in Mr. Milkman through our family office in Singapore,” Arya told ET in an email response. He declined to share the details.

Samartha Setia, founder of Mr. Milkman, too confirmed that Arya will be investing in the company. “I cannot disclose the details of the investment at the moment,” he said.

Founded last year, Mr. Milkman is an enabler for dairy players, managing their entire business including customer subscriptions and deliveries through its platform. Its clients include Milk MantraWHYTE FarmsJust DoodhGo4Life, and Milk Valley Farm’s.
Arya brothers – Naveen, Anil and Bimal — introduced liquid mosquito repellent AllOut brand in India through their firm Karamchand Appliances, and had the first mover advantage in liquid vaporizers, industry sources said.

Its first TV commercial, aired first in 1996 on Doordarshan channels — showing an animated frog eating away mosquitoes by snapping its tongue — is considered a legendary advertisement according to economictimes.indiatimes.com.
In 2005, the Arya brothers sold Karamchand Appliances to US-based SC Johnson & Son. After that, they maintained a low profile and not much is known of them in the public domain

Somewhere around 2016-17, Naveen Arya, along with Tarun Joshi, Indian director of UK-based private equity firm 3i, had invested $2 million in Indian Gifts Portal (IGP).

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